MANAGING THE COMPETITIVENESS OF BUSINESS STRUCTURES BASED ON THE CREATIVITY OF MANAGERS’ KEY COMPETENCIES

The concepts of competition and competitiveness are considered. The essence and substantive characteristics of the competitiveness of business structures are defined. The specific features of managing the competitiveness of business structures are considered. Creativity in the context of competitiveness management is defined. Creativity as a key competency of managers for managing the competitiveness of business structures is considered. The role of key competencies of managers in the competitiveness of business structures is characterised. The substantive characteristics of competencies are studied. The influence of competencies on the level of competitiveness of business structures is considered. The connection between creative and anti-crisis management of business structures is analysed. Anti-crisis creative management as a fundamental competency of managers is considered. The features of the system of managing the competitiveness of business structures based on the creativity of key competencies are considered. Difficulties in managing competitiveness through the development of creative skills are highlighted.