Image of an entrepreneur: professionalism is not taken into account?

In the light of transformations, which happen in contemporary highly competitive society practical and theoretical significance of the problem of an entrepreneur's image making is growing. The purpose of this paper is to find out which parts of an entrepreneur's image are considered to be the most important both by themselves and by their business environment. In order to define it the work gives an experimental research of entrepreneurs', managers' and specialists' opinions about a contemporary entrepreneur's image and provides the analysis of its results. The method of research consisted of oral and written interviews, as well as interviews in social networks. The analysis resulted in considering key features of a contemporary entrepreneur's image. The article shows that the respondents consider the following to be dominant features of the image: appearance, individuality and environmental friendliness which includes compliance with the timing, agreements, reaction to the partners' requests. Meanwhile professionalism was regarded as secondary in the list of key characteristics of the image.