Application of Creative Management in the creation and development of an Innovative Company
Application of Creative Management in the creation and development of an Innovative Company

Summary/Abstract: The creation and development of an innovative company in the modern business environment requires seeking and identifying new opportunities, applying flexible and adaptive organizational forms, encouraging creative thinking and giving greater freedom to the company's employees. It is necessary to accept the emerging challenges and risks the company will face. The share of innovations in the activities of companies is increasing. The frequency of extraordinary, unforeseen and crisis situations is increasing due to the turbulent characteristics of the environment in which they operate. An objective need arises for a new type of management, creative in its nature and content, which would correspond to these requirements and ensure the successful creation and effective functioning of innovative companies. Creative management is a new and innovative direction in management theory and practice. Through it, the creative processes in the company are managed and the creative potential of its employees is fully utilized.

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