THE EFFECTIVENESS OF CREATIVITY TECHNIQUES AS KEY FACTORS IN INNOVATION DEVELOPMENT

The article examines both the theoretical foundations and practical aspects of organizational creativity in the context of the modern knowledge economy. The author pays attention to different approaches to studying creativity, analyzing the most influential models and theories applied in an organizational context. This has enabled the creation of a systematic classification of factors that determine the effectiveness of employees' creative activities in modern companies. In particular, both internal and external influences, as well as their interaction within the organization, are considered. The article pays special attention to the study of mixed factors, which combine internal resources and external opportunities to stimulate innovative thinking. The author emphasizes that knowledge and experience in using creativity techniques play a central role in the process of generating new ideas productively and transforming them into real innovations. The proposed classification of factors enables organizations not only to identify the factors they can influence but also to develop adaptive strategies to respond to external challenges beyond their control. This article contains a thorough study of the evolutionary development of creativity techniques.