PRACTICE-ORIENTED APPROACH TO PROJECT MANAGEMENT OF ENTERPRISE CREATIVE POTENTIAL

Abstract

The article is dedicated to the current issues of accelerating the innovative development of organizations based on the utilization of practice-oriented project management technologies in fostering the development of the creative potential across various business sectors and the widespread integration of digital technologies. The research explores existing scientific approaches and practical experiences within project management. Their advantages and limitations for implementing creative projects and managing them are identified. It is clarified that the increasing complexity of an organization's operational environment is accompanied by the emergence of new demands and challenges that necessitate the adoption of new project management technologies. It is substantiated that the main tasks of the new practice-oriented methodology of project management for organizational creative potential development and the implementation of creative projects should align with the principles of sustainable development rooted in a system of societal values. Crucially, business activities are required to adhere to universally recognized obligations in human rights, labor, environmental conservation, and anti-corruption efforts. The article identifies that the latest technological advancements are paralleled by the digitization of economic and managerial spheres. In these processes, digitalization of project management takes the lead, embracing open innovations and mechanisms for their promotion, the amalgamation of strategic management and project management technologies, and leadership under extremely volatile conditions. It is argued that a significant aspect of project management in the creative and innovative realms for enterprises involves knowledge management and the enhancement of managerial personnel's competencies. The mechanism of realizing of each project, especially those of the creative nature, is quite specific and requires essential professional competencies from all the participants at each stage. A systematic approach is proposed for determining key competencies of managerial personnel and their cultivation at various levels: individual, intra-organizational, organizational, inter-organizational, regional, and national. It is argued that strategic management of an enterprise’s creative potential within the context of a digital economy demands a new approach and adaptation to contemporary challenges and opportunities.