Development of creative potential in the context of increasing the company’s ability to adapt to the crisis

The economic efficiency and resilience of Ukrainian enterprises in the face of crisis depend on the adaptive capacity, creative capacity, and flexibility needed to promptly respond to changes in environmental factors, which emphasises the relevance of the study. The purpose of the article was a theoretical study and practical testing of approaches to the formation of adaptive capacity of the enterprise’s crisis management, based on the use and development of the creative potential of the enterprise’s staff. The results were obtained by using the following methods: scientific abstraction, comparison and generalisation methods for defining the essence of creative potential and its components, and establishing the sequence in assessing the enterprise’s capacity to adapt to a crisis; analogy, general and specific methods for developing a structural and logical model of formation of the enterprise’s adaptive capacity through the development of its creative potential. The article discussed the theoretical, methodical and applied aspects of formation of the triad of interrelated concepts “creative potential – adaptive capacity – crisis management”. At the fundamental level, the essence of creative potential was investigated, taking into account the formation of this category at the intersection of two sciences: management and psychology. Five components of creative potential, viz. cognitive, characterological, emotional-volitional, motivational, and psychological, were identified. A structural and logical model of forming the adaptive capacity of an enterprise through the development of its creative potential was developed. A sequence of actions and the tools for assessing the enterprise’s adaptive capacity in the crisis were established. Practical testing was carried out using the Argenti’s A Score Model (A-score) that combined quantitative and qualitative indicators for crisis identification and allowed assessing the stage of the crisis and, accordingly, the level of adaptive capacity of an enterprise. A scientific and methodical approach to the formation and development of an enterprise’s creative potential in the context of improving the capability of the enterprise to adapt to the crisis was proposed. The proposed structural and logical model of forming the adaptive capacity of an enterprise through the development of its creative potential contained a thorough description of measures, whose comprehensive implementation will allow increasing the adaptive capacity of the staff, which in turn will contribute to increasing the ability of the enterprise to adapt its main and auxiliary business processes to crisis conditions