Creative-adaptive management as a tool of innovation management

Анотація

The article examines the theoretical foundations of creative-adaptive management as a conceptual tool for innovation management in enterprises in the bakery industry, under the conditions of European integration and the imperatives of sustainable development. The study analyses the essence and structure of creative-adaptive management through the lens of the dynamic capabilities framework, revealing the content of its two core dimensions – creativity and adaptability. Creativity in this context is understood not as isolated inventive acts but as the organization’s systemic capacity for innovative thinking: constructing new products, technologies, organizational schemes, and business models that meet ecological and social responsibility criteria. Adaptability encompasses both reactive procedures and proactive mechanisms to strengthen organizational resilience: early risk-detection systems, scenario modeling, flexible production configurations, and financial stability policies. Together, these dimensions enable enterprises not merely to survive short-term disruptions but to transform crises into sources of competitive advantage. The article substantiates the conceptual link between creative-adaptive and innovation management, wherein the former serves as a managerial framework for the systematic implementation of innovation strategies. In this relationship, creative-adaptive management provides the organizational conditions – competency development, adaptable structures, and accountability mechanisms – that are necessary for innovation management to function effectively. The article identifies the specific characteristics of applying the creative-adaptive approach in Ukraine’s bakery industry, considering wartime disruptions, energy constraints, logistical challenges, and the growing regulatory pressure associated with EU integration, including the «Farm to Fork» strategy and the European «Green Deal». The role of international ISO standards (9001, 14001, 50001, 26000, 21001), ESG accountability, and the principles of the New Ukrainian School of management in shaping the model’s normative foundation is outlined. The article also defines the conceptual structure of the managerial nomenclature of the production elite as the primary agent of innovation-driven transformation within the enterprise. Keywords: creative-adaptive management, innovation management, dynamic capabilities, bakery industry, managerial elite, ESG-responsibility, sustainable development, European integration.

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