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Creativity as a Condition for Increasing the Competitiveness of the Enterprise

Business always faces market challenges in market leadership, long-term development, innovation management, coordinated business processes, staff productivity. And all these tasks cannot be solved without the implementation of creativity in the enterprise's daily activities. The article studies the research problems on creativity by many scientists, emphasizing the need to create conditions for creative activity, which allows them to adapt to changes and analyze existing problems and implement unusual, original solutions, actively shape new products and markets. The article offers the factors that directly affect the formation of creativity, i. e. education, intelligence, personal qualities, cultural environment, motives, incentives, cognitive flexibility, people management and communication, social support for creative behaviour, willingness to experiment with non-standard ideas, encourage the staff's creative and critical thinking, employees' involvement in constant work on solving non-standard problems and/or creating innovations. The creative approach is the source of achieving successful results of the company, which is manifested in outpacing competitors in key financial indicators, creating new products and services, strengthening innovation, increasing customer base, increasing staff motivation and productivity, improving corporate culture, optimizing business processes, creating and maintaining competitive advantage, developing competitive strategies. The indicators of Ukraine in the international rating of innovative development with the emphasis on its strong positions and emphasis on creative components are considered. It is concluded that creativity is a crucial element of innovation, competitiveness and success of the market.