THE CHALLENGES AND PERSPECTIVES OF WOMEN ENTREPRENEURSHIP IN THE PELAGONIA REGION

Abstract

Encouraging women's economic participation is a key prerequisite for their social inclusion and action. The active engagement of women in entrepreneurial activities presupposes the development of self-confidence, financial independence, as well as the creation of new employment opportunities. Despite significant potential for personal and professional development, entrepreneurship is still not perceived as an attractive career path by the majority of the female population. This paper focuses on the attitudes, perceptions, and motivational factors of women in the Pelagonia region to develop programs, measures, and policies that encourage and support female entrepreneurship. The development of women entrepreneurs is a complex process that requires coordinated efforts, long-term commitment, and strategic action by political actors, educational institutions, and other relevant stakeholders. There is also a need for an appropriate environment that will stimulate innovative thinking, encourage entrepreneurial initiatives and enable the development of entrepreneurial behaviour. Hence, the need for a strategic approach to building an entrepreneurial culture among women, with a special emphasis on developing "opportunity-based entrepreneurship" that creates greater added value and contributes to sustainable economic growth.