Influence of the value systems and norms of a country the costs of doing business and competitive advantage of the company.

The economic turbulence of the last two years did not give rise to new economic entities, and among 6.5% of newly created enterprises under 42 months old, all of them were formed as a result of reorganization. At the same time, the difficult period in the life of the country did not have a significant impact on the assessment of the current situation in business and the availability of plans for its development. In most cases, an entrepreneur assesses the current situation in business as consistently positive (95.6%) and has plans to increase his share at least in the domestic market of the country. In 74% of cases, he creates fish processing enterprises, since the entrance to fishing is blocked in our country by the existing system of distribution of quotas for fishing aquatic biological resources on a historical basis and requires more substantial capital investments. As a result, such companies are more likely to be micro-enterprises and small, up to 100 people (65.2%), and the main organizational and legal form of this business is a limited liability company (91.2%), since it allows you to work with VAT but use special taxation regimes. For 69.6%, the entrepreneur prefers to receive income at the level of the minimum industry requirements of PrimorskyKrai (28 thousand rubles per month), which most likely indicates a desire to ensure the financial security of their business and growth potential.Entrepreneurship is a kind of testing ground on which a person's value orientations are tested. It is the opportunity to create your own business, based on your own ideas about the goal you want to achieve, as well as according to your own values and life principles, that is a very powerful driver of entrepreneurial activity. As noted above, the category of "value" correlates with the entrepreneur's motivational behavior and attitudes. In general, motives and values are rather close concepts, and some authors identify them [9]. Within the framework of this study, motives act as a synonym for labor values. By identifying and ranking the motives of entrepreneurial activity, we will be able to obtain a hierarchy of values and judge the value orientations of fishery entrepreneurs in PrimorskyKrai. In the course of the survey, respondents were offered eight motives that encourage entrepreneurship, each of which must be assessed on an 8-point scale from 8 - "a very valuable motive" to 1 - "not an important motive at all"; a higher score indicates a greater importance for the respondent of the corresponding motive. This made it possible to rank the motives according to their degree of importance for business entities (Table 2.2).A high rank (1) was given to economic motives (prudence as such still dominates in the hierarchy of values). The need for independence is somewhat inferior to them in importance (rank 2). On the 3rd and 4th places are the motives associated with the social position in society. The desire to create value that best satisfies the ever-changing and growing needs of customers, and thereby take a respected position in society, having received the status of an entrepreneur, speaks of the destruction of traditional prejudices among Russians about entrepreneurs as dishonest, dodgy, greedy businessmen, leading unsightly business practices, those who, out of self-interest, harm people. Primorye fisheries themselves are confident that by becoming entrepreneurs they will receive an honest, good name, public respect and recognition and, thereby establishing contact with consumers, will acquire the strategic foundations for the development of their business. It is noteworthy that the motives associated with the continuity of generations, with the creation of an entrepreneurial dynasty, occupy only the 6th place. This is due to the belief that participation in entrepreneurial activity cannot be inherited and is largely determined by special personal characteristics that only a small part of the population possesses. The rating is closed by motives of the 7th and 8th ranks associated with the desire to help the country or region with the help of a team. Obviously, the 8 characteristics given in Table 2.2, considered as the motives/values of entrepreneurs, are not independent. On the contrary, it can be assumed that behind these indicators lie deep preferences that determine one or another attitude of a person to entrepreneurial activity. In order to single out these latent factors, which we will call value orientations, we will divide all motives into two groups - individualistic and social. We see that the “external” (high income, independence) values of entrepreneurship are today of greater importance in the hierarchy of values for Primorye fish farmers than the “internal” ones (self-realization, value creation), despite their significant proximity. In addition, the results obtained show that, despite the presence of an individualistic dominant of values (to be rich and free), one can speak of a strong social orientation of Primorsky entrepreneurs (the desire to create value that meets human needs and acquire the social status of an entrepreneur), i.e. e. their actions are dictated not only by personal, but also by public interests. This ranking makes it possible to interpret the goals of modern entrepreneurship not from the standpoint of profit maximization, as existing definitions do, but from the standpoint of a combination of personal benefit and the benefit of society.Table 2.2Evaluation of the motives influencing the decision on entrepreneurship in fisheriesmotiveArithmeticmean, pointsDesiretoearn7,(6Tobeindependent6,34Create value that meets human needs5,92Acquire the social status of an entrepreneur4,%6self-realization3,75Leave a running business for the next generations1,92Become a teamleader1,74Patriotism, the desire to contribute to the development of the region/country1,64At the next stage, the respondents were asked to choose the factors that determine the success of a fishery entrepreneur (Table 2.3). They rated them on a 13-point scale from 13 - "very important success factor" to 1 - "not at all important success factor"; a higher score indicates a greater importance for the respondent of the relevant factor.Table 2.3Evaluation of success factors in fishery businessSuccessFactorArithmeticmean, pointsHumanresource12,54Production of a quality product12,34Innovation / pioneering12,22Reliable, professionalpartners11,12Goodmarketconditions9,56Good business reputation, honest name, positive image9,02Non-conflict relations with authorities8,00Access to cheap financial resources7,38Lackofcompetitors7,12Favorablebusinessclimate7,00Presenceofcompetitors3,74Participation of friends, family members in the case1,24Other1,00The 13-point digit capacity is associated with the ability of the informant to rank all the listed success factors. Those. each new factor could be assigned minus one point and placed on the next line. However, some respondents in their answers rated certain factors as equivalent and assigned them the same number of points.As we can see, for Primorye fish farmers success is determined primarily by endogenous factors, which indicates the recognition of personal responsibility for the results of their business. This is, so to speak, a “society of adult” entrepreneurs, which relies primarily on its team (“cadres decide everything”) and on their product, which they enter the market with. In addition, they are well aware of the importance of new knowledge or technology as a key link in the innovation process. And all exogenous factors (level of competition, business climate, relations with the regulator) play a secondary role.At the next stage, the respondents assessed the qualities of a successful entrepreneur by assigning points to each of the proposed characteristics of a successful entrepreneur on the basis of: 13 - "very important quality", and 1 - "not at all important quality"; a higher score indicated greater importance for the respondent of the corresponding quality (Table 2.4).Table 2.4Evaluation of the qualities of a successful entrepreneurQualityArithmeticmean, points"Basic" values (decency, responsibility, honesty, trust, good will, etc.)12,95Ability to manage a team and be a leader11,45Developedintellect10,24Ability to generate own and perceive other people's ideas10,12strategicthinking10,00Efficiency, industriousness9,84Perseverance, purposefulness6,98Heightenedintuition6,64Communication skills, ability to build relationships6,24Flexibility, adaptability6,00Willingnesstotakerisks5,50Luck5,24Other1During the analysis of the data, some unexpected results were obtained. For example, the vast majority of entrepreneurs have the strongest focus on "basic" values. It turns out that a strong, strict system of values does not interfere with being a successful entrepreneur, does not affect his flexibility and adaptability. A dishonest entrepreneur who is ready to violate ethical norms, who knows how to be friends with the right people, a “contractual” corrupt official, is a thing of the past. It was also interesting that fishery entrepreneurs in Primorye assign a rather insignificant role to risk readiness, although risk was traditionally called the title of an entrepreneur. Most likely, this is due to the low assessment of the level of risk in their activities.ConclusionThus, the following conclusions can be drawn.Thus, the conducted study allows us to conclude that “external” values are currently of greater importance in the hierarchy of values for coastal fish farmers than “internal”, despite their significant proximity. In the presence of an individualistic dominance of values, one can speak of a strong social orientation and orientation to the “basic” values of Primorsky entrepreneurs, which makes it possible to characterize a modern Russian entrepreneur as a civilized, socially responsible person, motivated by an internal system of values, and interpret goals with -temporary entrepreneurship not from the position of profit maximization, as the existing definitions do, but from the position of combining personal benefit and the benefit of society.The quintessence of the results of the conducted scientific research is expressed in the proposal to introduce into scientific circulation the category of "ethical entrepreneurship", associated with the implementation of activities not only on the basis of economic benefits, but also under the influence of "basic" values (decency, honesty, responsibility, etc.). ) and social orientation, taking into account the conditions and consequences of this activity. Ethical entrepreneurship is the reaction of the entrepreneurial structure to a threatening state of the environment, to unsightly business practices; it is opposition to those who, taking care of their personal interests, harm people (their health, life, material well-being or other elements of a decent life), animals, nature, and/or increase the risks of such harm. Ethical entrepreneurship excludes harm to the environment, violation of working conditions of workers, discrimination against women, use of low-quality ingredients, violation of technologies and production standards, illegal activities, double bookkeeping, use of gray business schemes.The results of the study testify to the formation and spread of ethical entrepreneurship in our country. Consequently, Russia, despite the peculiarities of the cultural, institutional, economic contexts, is part of a single, global civilized space. Its economic and value systems, despite their own logic and a certain autonomy, are not closed. Primorsky fish processing business structures, operating in the coastal area, are forced to “adjust” their preferences and ideas to the social positions common in the world in order to integrate into a single space of the global fish market. So, for example, coastal fisheries work closely with Japanese entrepreneurs. Those, in turn, are well known as energetic, hard-working business executives and innovators. These morally authoritative valiant "samurai" could not help but influence the value system of Russian manufacturers.In addition, moral and cultural norms and values are also influenced by economic factors, namely the growth in the welfare of the population, which has been outlined since the 2000s, despite cyclical fluctuations in 2008 and 2014-2015. Obviously, the richer the country, the less the values of social and individualistic orientation are opposed there. There is the logic of A. 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