УДК 005.342, 001.894

DOI: https://doi.org/10.36887/2415-8453-2025-2-43

Barkova Kateryna,
PhD in Management, Associate Professor of the Management, Business and Administration Department,
Simon Kuznets Kharkiv National University of Economics
https://orcid.org/0000-0002-8389-0728

JEL classification: G34, M10

In the context of accelerating technological change and rising market complexity, this article examines the critical role of creative thinking in enhancing innovation-oriented management strategies. While traditional managerial frameworks have emphasized efficiency and control, modern organizations increasingly recognize that creativity is foundational for fostering long-term innovation, strategic adaptability, and sustainable growth. The study synthesizes insights from global management literature and empirical evidence to argue that creative thinking—when effectively integrated into strategic processes—can significantly enhance a company’s ability to anticipate change, identify novel opportunities, and implement breakthrough solutions. A conceptual model is proposed to illustrate how creative thinking can be systematically embedded into strategic management practices. This model connects the development of organizational vision with ideation, strategic alignment, implementation, adaptation, and learning, thereby positioning creativity as an ongoing cycle within the enterprise. The article further identifies practical benefits for companies, including increased innovation output, improved cross-functional coordination, higher customer satisfaction, and a culture that supports experimentation and resilience. In addition to providing theoretical grounding, the article outlines potential scenarios following the implementation of the model, from successful transformation to organizational resistance, thereby offering a nuanced understanding of the implications for practice. The research underscores the necessity of embracing creative thinking as a central pillar of innovation strategy to compete in today’s knowledge-driven economy.

Keywords: creative thinking, innovation management, strategic adaptability, organizational development, creativity integration, sustainable competitiveness, business transformation, creative leadership, innovation strategy, knowledge economy.

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The article was received 13.04.2025