Abstract
A critical analysis of thematic approaches to ensuring the activity / development of modern enterprises was carried out. The priority directions for their improvement in dynamic and unpredictable economic conditions have been determined and the necessity of their integration in the processes of ensuring the development of business entities has been proven. A scientific approach to ensuring development has been developed, which takes into account the specifics of creative business and is aimed at achieving maximum compliance of the internal system characteristics of creative enterprises with the current and future conditions of the space of their life activities. For the implementation of the proposed approach, an appropriate organizational and economic mechanism of implementation is substantiated based on the key parameters of provision: creative leadership, digitalization, organizational leadership.
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