This article examines the issue of ensuring the competitiveness of Ukrainian enterprises in the face of increasing complexity in their internal and external operational environments, changes in the resource access, technologies, and knowledge. It argues that promoting innovative enterprise development requires a creative approach across various domains of human activity, including enterprise management. Creating of an environment for nurturing a company's creative potential and practicing creative management enables the establishment of new competitive advantages in both domestic and international markets. The distinct nature of innovation-driven enterprise development within the framework of heightened influence from global, international, national, regional, and local factors demands a corresponding response from enterprise management to facilitate necessary adaptations in the development of the creative potential. This particularly highlights tasks such as focusing on developing and implementing innovative technologies, customer orientation, employing contemporary analytical tools and big data to support managerial decisions regarding augmenting classical business models or devising alternative ones, managerial flexibility and rapid adaptation through the transition to project management methodologies, forming partnerships and facilitating collaboration with the other companies, startups, and research institutions as a mechanism for pooling necessary resources to jointly realize innovative ideas, and more. The levels of creative potential management within enterprises are characterized, including individual, group, organizational (enterprise-level), inter-organizational, regional, and national levels. It is argued that a key criterion for evaluating the effectiveness of innovative technologies for creative potential development is the knowledge creation. Applying of new concepts, mechanisms, and technologies in the management of innovation and creative potential development empowers enterprises to secure their competitiveness.
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