The creative assets of an enterprise’s creative potential as a factor in competitiveness

Abstract

Creativity is a key factor in shaping and realising a company’s competitive advantages during the current period of local and global transformations in the business environment. The digitalisation of business processes, rapidly changing conditions and factors of competitiveness, and the intensification of contradictions, asymmetries and imbalances in economic development necessitate the effective and timely adaptation of businesses to new conditions of entrepreneurial activity, which requires a creative approach to solving current and strategic problems.

The formation and development of an enterprise’s creative potential is its urgent task in ensuring competitiveness under modern conditions. This makes research in this field particularly relevant, yet most academic works are limited to analysing the creative potential of an enterprise’s workforce.

An enterprise is a holistic socio-economic system; its creative potential is shaped by labour, material, intangible and other resources, as well as external and internal conditions that determine its opportunities and capacity for creative decisions and actions. Creativity resources are the creative assets of a business, the utilisation of which ensures its potential and capacity to generate innovative solutions regarding competitive advantages. The category of creative assets has not yet been recognised as a tool for the scientific analysis of business creativity.

The aim of the study is to reveal the essence and types of an enterprise’s creative assets as components of its creative potential. Based on a systems-functional approach, an enterprise’s creative assets are defined as the aggregate of specific resources of the enterprise’s creativity, and their main types are identified: creative human resources, intellectual capital of creativity – human and structural, creative ideas, products, processes as commercially valuable outcomes of creative activity, and creative management technologies. The formation, development and effective utilisation of an enterprise’s creative assets constitute the task of creative management, which encompasses organisational and managerial technologies: analytical, strategic planning, ongoing monitoring, adjustment, and the fostering of a culture of creative activity.