ABSTRACT
This chapter focuses observations on a sample of individual’s representative of rural business interests and shows how such individuals have changed under the new conditions. Besides the economic transition to new occupations, then, another most important challenge the emerging rural businessmen face is to overcome the psychological obstacles and conflicts they feel in the assumption of their new roles. The parents see formation of the children's conscientiousness and diligence and their involved in the family business as an element of their preparation to life and education. Instead of a commitment to business per se, the respondents' system of values is oriented mainly to personal well-being that is, maintaining their good health, a happy family life, and all their present standards of living. The new business activities outside agriculture are treated as a necessary evil. All respondents realize the difficulty of improving the situation in agriculture.
