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Los V.O., Polynnikova .G CRITERIA OF MOTIVATION AT FORMING OF HUMAN CAPITAL ENTERPRISE / Zaporizhzhya national university, *ZB European University (YEUFIMB), Ukraine The analysis of motivational factors of human capital is conducted. Grounded basic types of motivation of personality and company on the basis of motivational matrix. The method of optimization of human capital is offered on the criterion of co-ordination of motivation of personality with motivation of company. Conducted analysis of influence of motivation of human capital on the economy growing of company.

Key words: human capital, the optimization of human capital, motivation, motivational factors, personal motivation, the motivation of economic growth.

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