MANAGEMENT OF GROUP DYNAMICS IN THE CONTEXT OF DEVELOPING THE CREATIVITY POTENTIAL OF THE ENTERPRISE

Abstract

Achieving competitive advantages by enterprises in an open economy is impossible without full use of the capabilities of human intelligence, which is capable of showing creativity in solving business problems. Professional competencies and creativity of employees make it possible to produce new knowledge and develop methods of its practical use to achieve better economic performance of business processes. The creative capabilities of people grow under the condition of effective management of relations in work groups. The purpose of the research is to justify the feasibility of using the methodological approaches of the theory of group dynamics for the development of the creative potential of entrepreneurial structures in the context of ensuring their competitiveness. The article focuses on the specific tasks of management to achieve the psychological maturity of the work group to perform innovative tasks, which differ in interdependence. The term "innovative productivity of the group" was introduced, which means its ability to systematically create new value propositions demanded by consumers for innovation-sensitive market segments. Such sectors are proposed to include those that rely on modern scientific and technological achievements in the processes of creating consumer values ​​and can form new market demands and new market niches. It is argued that the capacity for innovative productivity will contribute to the growth of the competitiveness of small and medium-sized businesses in highly dynamic and highly competitive consumer markets and in innovation-dependent sectors of the economy. It is emphasized that the development of such sectors is important for restoring the economic power of Ukraine in the conditions of war and post-war development.