DEVELOPING THE COMPETENCIES OF A CREATIVE ENTREPRENEUR: INTEGRATING CREATIVE SKILLS AND MANAGEMENT KNOWLEDGE (BASED ON RESEARCH IN THE NOVOSIBIRSK REGION)

, , Novosibirsk State University of Economics and Management “NINH”, Novosibirsk, Russia Abstract The article examines the structure of competencies of a modern creative entrepreneur. The relevance of the topic is due to the growth of creative industries and the need to improve the sustainability and competitiveness of business in this area. The central problem is the imbalance between the high level of creative abilities of entrepreneurs and the lack of systemic management knowledge. The purpose of the article is to identify key deficiencies in the structure of competencies based on empirical research and to propose a model for their integrative development. The methodological basis was a quantitative survey of creative entrepreneurs in the Novosibirsk region. The results of the analysis revealed a critical gap between the perceived importance of management skills (marketing, finance, strategy) and self-assessment of the level of their proficiency. The author’s model of competence development is proposed, based on the principles of diagnostics, personalized learning and project testing of knowledge. The article is of practical interest to the entrepreneurs themselves, as well as to business support structures and educational institutions developing programs for the creative sector.