INNOVATION MANAGEMENT STRATEGIES IN THE CONTEXT OF DIGITALISATION: A SYNTHESIS OF CREATIVE MANAGEMENT AND LEAN APPROACHES TO BUSINESS MODEL DESIGN

Abstract

Introduction. This article substantiates the conceptual foundations of an innovation management strategy in the context of digitalisation, based on a synthesis of creative management and lean approaches to business model design. The relevance of the study is driven by the need to bridge the gap between the generation of new ideas (creative management) and their effective implementation with minimal costs (lean entrepreneurship) under conditions of digital transformation.

Purpose. The aim of the article is the theoretical and methodological substantiation and development of the conceptual foundations for an innovation management strategy in the context of digitalisation, based on a synthesis of creative management and lean approaches to business model design.

Materials and methods. A set of strategic analysis methods, competitiveness assessment tools, and strategic management techniques was used.

Results. Modern scholarly approaches to innovation management, creativity, digital business models, and lean production are analysed. It is revealed that traditional strategies do not ensure proper integration of the aforementioned components. A conceptual framework of the synthesised strategy is developed, comprising three interrelated blocks: creative management (idea generation, talent management, psychological safety), lean approach (MVP, hypothesis validation, iterations, pivots), and digital tools (analytics, AI, cloud services, BPM). The unifying foundation is a digital innovation management platform. An assessment methodology is proposed, including the synergy effect coefficient and the integrated strategy effectiveness indicator (IES). A comparative analysis of four types of strategies is conducted on a 10-point scale. The results show that the synthesised strategy has the highest IES (5.5) compared to the traditional (2.0), exclusively creative (3.0), and exclusively lean (4.25) strategies.

Discussion. Discussion of the results confirms the presence of synergy: creative management ensures diversity of ideas, the lean approach ensures discipline in testing them at minimal cost, and digitalisation ensures data collection speed, analytics, and scalability. Conclusions: the proposed strategy enables an enterprise to increase adaptability, innovation potential, and resource efficiency under conditions of instability. Prospects for further research include empirical verification at real enterprises, analysis of sectoral specificity, study of implementation barriers, and the impact of cutting-edge technologies (generative AI, blockchain, IoT).