THE ROLE OF MARKETING COMMUNICATIONS IN THE DEVELOPMENT OF THE CONCEPT OF LEADERSHIP AND CORPORATE CULTURE

The scientific work explores the application of marketing tools, their key role in developing the concept of leadership and corporate culture for the formation and sustainable development of the competitiveness of organizations. Leadership, based on innovation and the ability to adapt, determines the ability of an organization to effectively respond to change, maintain stability and growth, as well as ensure a high level of employee engagement and motivation. Analysis of modern challenges and needs of organizations in times of crisis, especially during martial law, which leads to significant shifts in business structures and management practices, is key to understanding the universal and specific factors of successful leadership. This is based on the analysis of global trends and the study of examples from different countries, in particular, taking into account the experience of Ukraine during military operations and political instability, which provides a special context for the study of leadership strategies. Leadership is a critically important element of the successful functioning of organizations in the conditions of the modern, rapidly changing world. Globalization, digitalization and new socio-economic challenges are changing the requirements for leaders who must adapt to changing conditions, innovations and instability. In conditions of constant change, such qualities as flexibility, the ability to innovate and strategic thinking come to the fore. Leaders must manage change in order not only to respond to challenges, but also to be agents of transformation. Leadership, corporate culture and staff creativity are important factors in increasing the competitiveness of organizations. The study is devoted to analyzing the impact of leadership and corporate culture on employee creativity and developing recommendations for its improvement to improve the level of competitiveness of organizations. Strengthening corporate culture helps to ensure a stable working environment, increase employee engagement, promotes the adaptation of organizations to changes in the business environment, and is also the basis for increasing the competitiveness of the organization. The application of the research results will contribute to strengthening the innovative potential of organizations and increasing the level of competitiveness. The problem of corporate culture and leadership is currently key to the effective functioning of organizations. The general consequences of the formation of corporate culture and leadership in the organization of Ukraine in the context of globalization, the development of emotional and artificial intelligence, rapid changes in intellectual management of human resources and the economic crisis affect the success of companies in the market. These issues require timely effective management for organizations to achieve strategic success. It is well known that the implementation of an effective corporate culture and the development of creativity creates a positive working atmosphere, contributes to increasing productivity, employee loyalty and attracting talented personnel and, as a result, the competitiveness of the organization itself. Such difficult tasks can be implemented only if the essence of corporate culture is understood, which is a complex and multifaceted phenomenon and has deep theoretical foundations. Its formation and development are determined by various factors that include historical, social, economic and psychological aspects. The above involves bringing modern requirements of innovative management into the sphere of leadership development, which will allow to effectively achieve important socio-economic goals of organizations and society. The formation of an innovative corporate culture requires an understanding of potential risks and a reasoned approach. It is important to define a clear vision and development strategy, management involvement, process transparency, cultural sensitivity and adaptation to trends. This can be achieved by using a multifaceted approach under competent leadership. Such an approach will not only improve employee engagement, but will also help identify potential risks before they develop into significant problems. When planning and implementing, it is important to develop risk minimization mechanisms in advance. In such changing conditions, it is the use of innovative tools for effective corporate culture management, the development of leadership qualities of personnel, with a new set of competencies, the use of marketing communications, that will contribute to the development of a high level of professionalism that should meet the challenges of today.