Creativity in managing the innovative activity of the enterprise

This article highlights the importance of creativity in the innovative development of the enterprise. The main purpose of the study is to study the nature and direction of creative management and reveal its features as part of the innovative activity of the enterprise. Systematization of literary sources and approaches to solving the problem of development and support of creative ideas shows that not all companies pay much attention to creativity as a process of creativity of the individual. The urgency of solving this scientific problem is that the management of the enterprise must be creative. The research of the topic is carried out in the following logical sequence. The concepts of creativity and innovation are considered, their interrelation is established. The characteristics of "creative management" from different approaches are studied, the author's approach is formed. The main conditions that stimulate the development of creative abilities necessary for effective management of the organization are highlighted. Factors that negatively and positively affect creativity are grouped. The model of the hierarchy of qualities of creative workers and the results of their influence have been adapted. The system of creative management has been improved and analyzed. The last ten years of research by leading scientists have been the methodological tools of research methods. The object of research is the enterprise, this is where innovation processes are implemented, where the generation of ideas is necessary, because they are the cause of innovation. The article presents the results of an empirical analysis of the relationship between creativity and innovation, which showed that creativity management is a component of innovation management. The research empirically confirms and theoretically proves that there is a direct relationship between creativity and the results of innovative activities of the enterprise. The results of the study can be useful for organizations of different levels and activities