MANAGING INNOVATION AND CREATIVITY OF STAFF IN THE ORGANIZATION
MANAGING INNOVATION AND CREATIVITY OF STAFF IN THE ORGANIZATION

Summary/Abstract: The article examines innovation and personnel creativity management in organizations as a strategic approach to achieving competitive advantage and fostering sustainable development. Creativity management is presented as a multi-level, systematic process requiring continuous adaptation to internal and external changes. Key aspects include personnel recruitment, training, motivation, and performance evaluation aimed at developing employees’ creative potential. The scheme of the personnel creativity management system in the organization, developed by the authors, includes four stages. Effective application of this model enhances employee creativity, promotes innovation, and strengthens organizational efficiency, competitiveness sustainability.

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