CREATIVITY AS A BASIS FOR INNOVATIVE ENTREPRENEURSHIP

Introduction. The rapid development of technology, increased competition, and changing consumer needs force entrepreneurs to constantly look for new ideas and find innovative solutions to problems. In this context, the role of creativity becomes invaluable. In today's dynamic environment, creativity is becoming a key success factor for organizations. It not only helps to solve current problems, but also enables them to generate new ideas, develop innovative products and services, and build a sustainable competitive advantage. Creativity allows entrepreneurs to think outside the box, generate original ideas, overcome stereotypes, and find new opportunities for development. Purpose. The purpose of the article is to characterize the features of creativity, to study and systematization of the main concepts of creativity used in in innovative entrepreneurship. Materials and methods. The research materials are: works of scientists, devoted to creativity, innovative entrepreneurship and their interconnection. In the research process, the following methods of scientific cognition were used: theoretical generalization and grouping (to characterize key concepts and concepts, familiarize with existing theories and models, and identify groups of creativity concepts and the structure of creative management content), formalization, analysis and synthesis (to identify factors that influence creativity in entrepreneurship), logical generalization of results (formulation of conclusions). Results. The article explores the deep aspects of creativity, distinguishing it from the general concept of creativity and revealing its role as a driver of innovation processes. The factors that influence creativity in entrepreneurship. Creativity is an integral part of successful entrepreneurship in the modern world. The development of staff creativity is possible and requires a comprehensive approach that includes educational programs, trainings, and the creation of a favorable environment and incentives and stimulation of creative activity. Implementing of creativity development practices can significantly increase the competitiveness of enterprises and contribute to their sustainable development. There are four groups of concepts of creativity: organizational, social (socio-cultural) concepts, technological and eventual (occasional) concepts. Each group of concepts can be used for development and implementation of creative practices at enterprises. The following are proposed the structure of the content of creative management, which includes four blocks: creative technologies, creative communications, creative resources, and creative management. The results of the study can be used by entrepreneurs and innovation teams to increase the level of creativity and stimulate innovation. Perspectives. Further research is proposed to focus on the study of creativity and innovative entrepreneurship in the context of globalization and digitalization, which will allow to determine the impact of globalization on the development of creative entrepreneurship and the use of digital technologies to stimulate creativity and innovation.