Features of collective creativity and definition of creative potential in modern organizations

The article provides a theoretical analysis of the problem of management of collective creativity in organizations. The relevance of identifying creative employees in companies and encouraging the manifestation of creative decisions among all staff, the importance of developing the creativity of the individuals and the group as a whole are substantiated. Studies that prove that creativity plays an critical role in the management of the organization and the company's competitiveness in the labor market are analyzed. The key concepts that underlie collective creativity are considered: creative decisions, creative abilities, innovative activity, favorable climate of the organization, etc. The specifics of creativity in connection with managerial and psychological aspects are revealed. There are two main categories of creativity research at the organizational level: the characteristics of members of the organization and the characteristics of the organization that promote and develop the creative abilities of employees. The characteristics of support for collective creativity in the organization are highlighted: strategy (strategies with an emphasis on innovation indicate the need for creativity and innovation in organizations), organizational culture (organizational culture that affects how employees value creativity, as a challenge to different subcultures to interact with each other to gain shared experience), methods (as the need for formal and informal methods to encourage interactions, methods that are developed in relevance to the specific needs and context of the organization), leadership (as support for creativity, where leaders could set goals for creativity and encourage employees to use the full potential of individual employees and collective creativity).