СREATIVITY AS A THEATRE STRATEGY TOOL

Abstract

The aim of the article is to analyze theoretical approaches to understanding the role of creativity in theater strategy, to identify practices of creativity in ensuring the promising development of theater. The research methodology includes general scientific principles of analysis, systematization of the problem under study, which made it possible to determine and scientifically comprehend the theoretical approaches of Ukrainian scientists to the concepts of “theater strategy” and “theater creativity”. The use of the analytical method contributed to the identification of creative practices that have become a strategic priority in promoting innovative theater services. The scientific novelty lies in the analysis of theoretical approaches to understanding creativity in theater strategies, identifying and comprehending the main tools of creative development of theater, and popularizing theater services. Further cultural perspectives for comprehending effective creative tools in theater strategies are determined. Conclusions. Creativity is an important tool for planning and implementing a strategy for the development and functioning of theater. An effective theater strategy involves planning, which includes an analysis of the environment, the definition of the mission, goals, objectives and the process of their implementation. The prospect of a detailed understanding of the role of creativity in various manifestations of theater strategy is relevant for the development of Ukrainian theater. The study of creative forms in theater strategies, a detailed understanding of world and Ukrainian theater practices, which will allow to identify effective tools for further strategic prospects, is relevant. A clear distinction between creative management, organizational decisions and the creative process will allow to structure the planning of theater strategies in accordance with the defined goal and objectives. Strategic ways to achieve goals and their practical implementation should be accompanied by bold creative practices, which will allow to achieve specific competitive advantages in theater.