VIRAL MANAGEMENT AS A SUBSET OF CREATIVE MANAGEMENT IN CONDITIONS OF FINANCIAL INSTABILITY

Abstract

Urgency of the research. In the period of globalization, financial instability and high competition both in the international labour market and in every enterprise (small or large, profitable or non-profit, operating in a local or intercultural environment), there is a need for a certain percentage of employees who can think in a creative and inventive way and captivate other workers by it. Target setting. Providing a rationale for the necessity of forming creative thinking among employees of the enterprise and the viability of viral management implementation. Actual scientific research and issues analysis. The issue of organizational development is a major focus of interest of such field experts as Biletska K., Zadorozhnyuk N., Zinkevich D., Lesakova L., Prodius O., who prove that the modern enterprise needs creative workers who can stimulate others. Uninvestigated parts of general matters defining. The necessity of studying viral management as a modern form of creative management, whose purpose is to stimulate non-standard thinking of employees in order to increase their efficiency. The research objective. Providing a rationale for the necessity of viral management implementation, whose main idea is the “infection” of the enterprise and mainly employees with one or another “virus” in the form of a general idea or purpose. The statement of basic materials. The article states that viral management is a subset of creative management, since only a creative person can become a virus carrier. It has been proved that a person who possesses at least one of the elements of creativity can become a virus carrier. The authors of the article suggest a classification of virus carriers: a trojan, a spy, a vandal. The main task of virus carriers has been identified which is definition of employees’ strengths and formation of workers groups in such a way that they fully meet these skills. Conclusions. Viral management, as a subset of creative management, involves a certain degree of automatic change, an internal “obsession” with a particular innovation, involvement of an informal personal factor. So, the main task, with the implemented “virus” to bring positive results, not damage, to a company, is for the company gone through the virus to become stronger, more powerful, more efficient.