Analysis of the sources of formation of risk events in pharmacy organizations and the psychology of the behavior of the head in making managerial decisions under risk conditions

Introduction. In pharmacy organizations, the risk management process includes the following procedures: determining the purpose, analyzing the causes and anticipating business risks, allowing you to identify risky situations and take measures aimed at eliminating them. In the risk management system of pharmacy organizations, the psychology of managers' behavior in making managerial decisions under risk conditions and its determining factors are important. The purpose of the study is to establish the main causes of entrepreneurial risks and to characterize the psychological aspects of the behavior of the head of a pharmacy organization when making managerial decisions under risk conditions. Material and methods. The object of the study is the risk events in pharmacy organizations identified during the survey of managers (n=70). The following scientific methods were used: content analysis, information and analytical, sociological, marketing. The specificity of the proposed methodology lies in the fact that it allows, based on the results of the assessment, to determine the level of implementation of the list of measures to reduce risks or eliminate them, which ultimately makes it possible to draw a conclusion about the effectiveness of the risk management system established in the pharmacy organization. Results. In the course of a sociological survey of managers from the entire variety of existing entrepreneurial risks in pharmacy organizations, we identified the most common entrepreneurial risks and psychological aspects of the behavior of the head of a pharmacy organization when making managerial decisions in the context of risky events. It has been revealed that managers quite clearly define the nature and composition of risk situations arising in the course of the JSC's activities and realistically assess their consequences. In addition, they are making efforts to develop measures that contribute to reducing the number of risky situations and reducing their negative consequences. At the same time, the behavior of JSC managers in the field of risk management varies significantly, since it is formed under the influence of factors as objective. and of a subjective nature. Thus, the role of the psychological aspects of the risk management process and the importance of the relevant qualities and characteristics of management decision makers increases. Conclusion. Risk management based on the results of evaluating the effectiveness of the risk management system established in a pharmacy organization based on the calculated value of specific indicators allows you to determine the position in which the organization is currently located, and also proves that the personal participation of the head in the prevention of risk situations is an important lever to strengthen the competitive advantages of each specific organization and reduce the number of risk situations.