CREATIVITY IN MANAGEMENT AND CREATIVE MANAGEMENT: META-ANALYSIS

In the article the authors stated that management had become one of the major factors in the efficiency and competitiveness of developed countries' economies during the twentieth century. The tendency of scales steady growth and a share of organizational-managerial innovations in the total volume of organization management activity is proved. The essence of the "creative management" concept is revealed as a component of the enterprise management system. The paper aims to analyze the approaches to define the main research directions in creative management and creativity in management. The analysis findings proved that creative management or creativity in management issues is one of the mainstream of investigation in papers devoted to modern management, which formed different scientific directions. The findings of investigation allow concluding that the topic of "creative management" or "creativity in management" wasn't popular among scientists until 2004 according to the WoS database and 2006 according to Scopus. After these years, the numbers of papers were growing up to 2018 throughout the analyzed period at an average growth rate of almost 50% in WoS database and 39% in Scopus database. Using VOSviewer software allowed defining 8 clusters of keywords that analyzed the creative management or creativity in management issues. All of them have close connections. The biggest cluster consists of 60 items and includes the follows big data, commerce, communication, competition, competitiveness, creative management, creative society, information and communication, information society, information management, information system, information technology, knowledge-based system, knowledge management, SMEs, surveys, strategic planning, sustainable development, technological development etc. The second biggest cluster merged the sphere of urban economy and the development of the creative industry. The findings proved that intellectual property rights protection is an important part of creative management or creativity in management issues. Creative management or creativity in management issues is becoming popular in the last decade in analyses.