УДК: 658.336

DOI: https://doi.org/10.36887/2524-0455-2021-3-8

Басюркіна Наталія Йосипівна
доктор економічних наук, професор, завідувач
кафедри управління бізнесом, Одеська національна академія харчових технологій,
ORCID ID: 0000-0001-9342-8863
Гріщенко Аліна Валеріївна
аспірант кафедри управління бізнесом, Одеська
національна академія харчових технологій,
ORCID ID: 0000-0002-0510-017X
Ласкаєв Олександр Миколайович
асистент, аспірант кафедри управління бізнесом, Одеська національна академія харчових технологій ORCID ID: 0000-0003-4800-5380

The article reveals the relevance of creativity at the workplace of today’s enterprises as an advantage in increasing the income of organizations. It was noted that 82% of surveyed managers agree with this and they are ready to use creativity in business management to increase market share and encourage employees to think outside the box and experiment. The main advantages include techniques of creative thinking, willingness to experiment, implementation and use of innovations, stimulating the mind, improving cooperation between workers. The paper identifies the main ways to increase creativity of employees at the workplace, which business leaders can use to develop creativity. Encouraging openness, which is possible if you listen to different ideas; promoting diversity, which is possible when working with different departments to work together and looking at the situation from different points of view; introduction of a flexible work schedule that will give employees more freedom; conducting brainstorming, which will help generate ideas for business; encouraging additional breaks for employees during the working day to maintain their mental and physical health; encouraging risks and experiments; rewarding the creativity of employees, which will provide an opportunity to establish values and demonstrate the importance of company culture and promote creativity. The practical directions of the enterprise activities which can use the specified ways are offered: creativity in marketing, using various practices of attraction and advancement; creativity in sales, using a responsive and individual approach to customers; creativity in solving problems of change, adaptation, combination of assortment, using SCAMPER technique.

Keywords: creativity, creative management mechanisms, SCAMPER technique, business management, marketing.

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The article was received 15.03.2021