OPTIMAL MECHANISMS OF GENERATION OF CREATIVE IDEAS IN THE SYSTEM OF MANAGEMENT STRATEGIC CHANGES AND DEVELOPMENT ACTIVITY OF THE ORGANIZATION

Анотація

In modern conditions of global competition and digital transformation, the organization's ability to systematically generate creative ideas becomes one of the key factors of its sustainability and long-term strategic development. Traditional management models focused on maintaining stability and control are insufficient when it is necessary to quickly respond to unpredictable changes in the environment and create unique solutions. The purpose of the research is to identify, classify and systematize the optimal mechanisms for generating creative ideas in the system of management of strategic changes and development of the organization, combining individual, group, technological and organizational-structural types. The methodological basis of the article is system and process approaches, as well as methods of analysis and synthesis, comparison, generalization, content analysis of scientific sources and structural-logical modeling. The research information base was formed on the basis of the works of Ukrainian and foreign scientists, analytical materials of international organizations and examples of management practice. In the article, research was conducted to determine the optimal mechanisms for generating creative ideas and four main groups were identified: individual, group, technological, and organizational-structural. For each group, the content, typical tools and conditions of effective application are characterized. Based on the analysis, the optimal mechanisms for generating creative ideas are outlined, including the stages of cognitive activation, problem structuring, multi-level generation of alternatives, and organizational selection and implementation of ideas. It was found that the optimal mechanisms for generating creative ideas are formed only if the personal creative potential of employees is combined with a favorable team environment, appropriate organizational structures and the use of modern digital technologies. Accordingly, the proposed mechanisms can be used to diagnose the state of creative processes and develop effective programs for the management of strategic changes and development of the organization.

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