THE DEVELOPMENT OF EMOTIONAL INTELLIGENCE AS A FACTOR IN THE SUCCESS OF ENTREPRENEURIAL ACTIVITY

Modern conditions of uncertainty and global challenges require managers and business representatives to make rapid changes and use the latest technologies to form competitive advantages, which are often impossible without taking into account the quality and skills of personnel. The purpose of the study is to determine the features of the development of emotional intelligence in modern conditions and its impact on the success of entrepreneurial activities. Emotional intelligence has recently become an increasingly important factor in the success of entrepreneurial activity. For its effective use, you need to develop social skills that should be available to managers, employees, and team members. On the basis of the conducted research, it can be concluded that difficult times and global challenges comprehensively affected the actualization of the emotional side of management. Ensuring employee satisfaction with their work becomes a significant problem in business. It was found that failure to meet various needs of employees (most often material) and lack of care for the team lead the list of reasons for dismissals. Therefore, the moral and emotional side of conducting business is a key factor in the success of entrepreneurial activity, which has its own characteristics in the period of formation of new values and opportunities of digital technologies. It has been proven that in Ukraine there is a wide selection of tools for the development of emotional intelligence, which differ in the form of organization of training, the number of participants and possible results. Most of the tools are based on the approach and principles of coaching, which will allow you to use its advantages and contribute to the improvement of the work of employees. A comparative analysis of the list of key skills of managers necessary to achieve success according to the data of the World Economic Forum was carried out. Its results can provide a basis for the career development of a working person, the initial choice of the direction of professional training, personnel development planning, or even the choice (change) of the type of activity in the business sphere as a whole.