CREATIVITY AT PERSONAL AND ORGANIZATION LEVELS: CONTEMPORARY MODELS AND CONCEPTIONS

Formulating the shapes of a new economic growth model in Russia it is necessary to take into account all possible sources of new growth mechanisms including the creative potential of the staff of organizations. The article analyzes the contem-porary models and conceptions of creativity. Special attention is paid to the barriers and ways of creativity stimulation at personal and organization levels. According to the main approach of scientists in interpretation of creativity the universal methods do not exist, those methods that arise ability for creative work in a human being.That is why models and conceptions of creativity are variable.Some of them accentuate their attention on the ways of stimulating individual creative potential of a human being. The theories and models of the American scientists, such as A.SentDyody, G.Johnson, P.Stuart, A. Cestler, E. de Bonot, M.Kirton, Meiers-Brigs, D.Henry and others are referred to this group. There exist many models, analysing the problems of increasing of the general potential of creativity of organizations. The «virus theory», the «theory of banana throwers and banana catchers», Ch.Handy's and P.Cook's models should be mentioned here. Creativity is one of the main conditions of success in any innovation activity and in creating of competitive advantages of organizations.Creativity is characterized as some special phenomenon, implying inspiration, creative fit, brightening, but at the same time it is strengthened by certain methods of stimulation and technologies.