ASSESSMENT OF THE CREATIVE POTENTIAL OF AN ENTERPRISE AS A FACTOR IN OPTIMIZING BUSINESS PROCESSES

The article is devoted to the creative potential of an enterprise, which can act as a factor in optimizing business processes. Based on the scientific conclusions of the researchers, the essence and content of the creative potential of the enterprise, its significance in the strategic development of the organization, the implementation of innovations and progressive changes aimed at increasing competitive positions are determined. Special attention is paid to the methodology for assessing creative potential and the results of this assessment, which the enterprise management is guided by. The stages of assessing creative potential are described. It is proved that the assessment of creative potential determines the criteria for the organization's ability to generate new ideas, make innovative decisions and implement changes that contribute to increasing competitiveness, adaptability and sustainable development. The methodology for assessing the creative potential of the enterprise is developed to increase the creative potential of employees and the successful functioning of the organization as a whole. The most successful methods are described, which can be used separately or in combination to assess the creative potential of the enterprise. The correct choice of method allows you to form a well-founded strategy for stimulating innovations and increasing the competitiveness of the enterprise. The structural elements that form the creative potential of the enterprise are considered. The author includes these: organizational culture, personnel potential, internal infrastructure and resources, management processes, innovative activity. Management measures for the development of creative potential are described. Approaches to the assessment and management of the development of creative potential are studied. The management system for the development of the enterprise's creative potential and the composition of the enterprise's creative resources are presented. It is emphasized that for a full and effective assessment of the enterprise's creative potential it is better to combine expert methods, personnel testing, analysis of internal processes and KPI. This will allow obtaining both qualitative and quantitative results.