collective property. In creative management groups, not only their own marketers,
designers, design engineers, technologists, engineers, economists, sales specialists,
but also representatives of consumers, suppliers, etc. work together to develop new
products. The main elements and instruments for managing them are consolidated
task setting, working group formation, planning and assignment of tasks and
resources, as well as freedom of action, special incentives, organizational support,
right to make mistakes, respect for partners’ opinions, etc. As experience shows, not
only professional staff members of different occupations, but also carriers of different
cognitive advantages or styles of thinking, must unite for successful team work.
Based on the current achievements of the theory and experience of successful
management practices, it can be argued that the synergetic effect is achieved when
different types of creative individuals identified according to certain typological
characteristics: pioneer, encyclopedic, generator of ideas, skeptic, forecaster,
informant, aesthetic, and psychologist are represented in the collective intelligence to
the fullest extent possible. Moreover, abilities and features of charismatic leadership
are gaining groundbreaking importance in a highly competitive global business
environment [18].
In general, a modern successful manager must increasingly become the creator,
researcher, initiator, charismatic inspiration in the system of creative management as a
process of creating a new system of knowledge, skills and expertise (Fig. 2).
It seems logically determined that creative management is close to innovation one
according to its main functions. At the same time, in our opinion, it is fair to assert that
it is the management of collective creative processes aimed at search for effective non-
standard solutions [11].
From our point of view, level positioning of creative management – individual,
corporate, regional, national, international, global – is important. However, if for the first
two levels the main thing is direct creative activity, for others – the ability to create the
proper conditions for implementation of creative ideas, models, practices.
As a science, creative management has theoretical and applied aspects. The theory
of creative management is an integral part of the theory of creativity, which, depending
on the scope of application, has a set of varieties. Thus, the need for effective
management of intellectual capital of organization is possible through distinguishing in
the system of creative management of its variety – management of intellectual property
as a special methodology (approaches and principles) and the practice of introducing
professional standards, methodologies and technological procedures for managing
intellectual resources in the part of exclusive intellectual property rights for legitimate
profit earning from scientific and technological activities. According to the standards of
the Intellectual Property Professional Management Concept, it must ensure: protection
of investments in science and new technologies; legalization and certification of
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