STRATEGIC DEVELOPMENT OF STAFF CREATIVITY IN THE CONTEXT OF INNOVATIVE CHANGES AT THE ENTERPRISE
Abstract
The study analyzes the strategic role of staff creativity in stimulating the innovative development of enterprises. Based on the analysis of innovative practices of developed countries, the authors argue that innovations, which are the basis of economic development at the microeconomic level, depend on the effective use of creative resources of employees. The mechanisms of intensification of innovation activity are considered through the prism of intellectualization of the economy and the need to adapt to growing global competition. The authors examine the existing scientific approaches to creativity and innovation culture, which is confirmed by the analysis of current research in this area. It is determined that the main condition for effective innovation development is the development of employees' creative abilities, which should be integrated into the four main components of the innovation management system: competence, structure, culture and strategy. The article aims at identifying the key aspects of forming a creative strategy capable of supporting the long-term development of enterprises in the context of dynamic market changes. The article emphasises that to develop employee creativity, leaders must provide the necessary resources, encourage open communication and collaboration, recognise and reward employees' creative achievements, and foster a mindset that considers calculated risks and learns from failure. It is shown that the key role in the introduction of innovative changes at the enterprise is played by personnel, whose performance is the main criterion for evaluating the systems of innovation process management and increasing the level of competitiveness of the enterprise. Therefore, the formation of creative abilities of personnel is very important for the innovative development of the enterprise and its ability to compete in a complex changing business environment. Enterprises can ensure competitiveness only if they have highly qualified creative staff capable of regularly bringing to the market innovative products with high demand. Keywords: strategic development, creativity, creative personnel, enterprise, innovation, innovative development.
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