Role of leadership and creative management in shaping sustainable business models

The study aimed to substantiate a management mechanism for combining leadership and creative management in the process of updating a company’s business model, as well as to determine how these factors contribute to its adaptability, innovativeness and competitiveness in a changing economic environment. The research was conducted as a theoretical and analytical study using methods of content analysis of academic sources, comparative analysis, secondary analysis of international analytical reports, systematisation, synthesis, generalisation and conceptual modelling. Examples of the Ukrainian enterprises Rozetka, Prom.ua and Nova Poshta were used to demonstrate that the renewal of sustainable business models is achieved through the platformisation of trade, the development of digital infrastructure for small and medium-sized enterprises, logistical optimisation, automated tracking and the expansion of channels for interaction with consumers. The study established that leadership shaped the strategic framework of a sustainable business model through defining the direction of development, coordinating resources, supporting change, managing knowledge, and developing the organisation’s capacity for renewal. Creative management was identified as a mechanism for the practical renewal of the value proposition, business processes, partnerships, channels of interaction with consumers, and sources of value creation. The study determined that a sustainable business model is not formed as a static framework for a company’s operations, but rather as a management system that combines leadership, innovation, knowledge, adaptability and competitiveness. The study noted that 86% of employers expect artificial intelligence and data processing to have a transformative impact on business, 39% of existing skills are changing or becoming obsolete, and 63% of employers identify the skills gap as the main barrier to transformation. It was also shown that 42% of executives consider the company’s current model to be unsustainable in the long term without a change of course, confirming the need for managerial renewal of business models. The results can be used by business leaders, development managers, strategic management specialists and business owners to review business models, enhance managerial adaptability and improve the competitiveness of the enterprise