THE FORMATION OF “SILVER” AND CROSS-CULTURAL ENTREPRENEURSHIP: GENDER AND AGE ASPECTS OF THE SOCIAL CAPITAL INSTITUTE

The qualitative development of the institution of social capital is important in times of war and post-war economic recovery of the country. The formation and development of “silver” and cross-cultural entrepreneurship are components of the economic reconstruction of Ukraine, ensuring employment of the population and economic activity of the country. The purpose of the article is to determine the main aspects of the formation of “silver” business and cross-cultural entrepreneurship, to determine their characteristic features, to present the actualization of social values, gender, age, mental, and cultural aspects. To achieve the specified goal, the work used methods of analysis and synthesis, grouping, generalization, and comparison, which allowed for a comprehensive study of scientific achievements on the issues of inclusive development of “silver” and cross-cultural business. The article substantiates the place and role of the institution of social capital in the formation of “silver” and cross-cultural entrepreneurship. The determinants of the development of these types of business are indicated. The authors offered their own understanding of cross-cultural entrepreneurship, noting that in this type of entrepreneurship, employees must take into account the fact that behavior and compliance with business rules may vary, and in cross-cultural entrepreneurship it is necessary to apply a flexible approach to business management and take into account current situations, possible constant changes. The gender and inclusive components of opening a cross-cultural and “silver” business are considered. The chain of interaction of the key components of the process of developing a “silver” business and cross-cultural entrepreneurship is presented. The practical value of the study lies in emphasizing that the inclusive development of cross-cultural entrepreneurship is achieved through expanding cooperation, strengthening the institution of corporate and interpersonal trust, and eliminating ethnic conflicts. The need for social mobility for older people has become apparent.