Comparison of Characteristics of "Intellectual" and "Creative" TNCS

Analyzing TNCs at the beginning of the 21st century, it should be noted that the experience and creativity of the staff become the main factor of the organization's effectiveness, without which scientific progress is an unattainable task, regardless of the amount of money invested in production equipment and technology.According to experts, up to 40% of GDP in developed countries is created by creative workers.The use of abilities embodied in people allows organizations to activate innovations, increase the quality and competitiveness of products and services.Consumption is the key factor of the new economy, and the consumer is a sovereign, creative person becomes the center of the new economy.Creativity and innovation are the lifeblood of any organization engaged in survival and prosperity in the consumer market.Research in the field of creativity and its evaluation will help to move from creative ideas, which are still at the stage of ideology, to increasing labor productivity.That is why the new paradigm can be formulated as follows: creativity becomes the most significant factor affecting the production of products in economically developed countries, as it is able to implement ideas in the process of work and capital creation.And although creativity is intangible, thanks to new, original ideas, it allows you to increase the level of production without much additional labor and capital costs.In addition, this human ability constitutes unlimited resources for the formation of competitive advantages both at the level of states and at the level of TNCs.The appeal of social psychology to the problems of joint creativity in 2000-2020 was dictated primarily by the growing need for new methods of increasing the efficiency of innovative groups in modern organizations.Today, individual creativity has given way to collective forms of generating and implementing new ideas.If earlier companies paid the main attention to the financial and moral stimulation of individual inventors, today Актуальні питання у сучасній науці № 8(26) 2024 18 innovative activity is built on the basis of uniting innovators in communities, creative groups and innovative platforms, and it is stimulated primarily through the creation of a creative environment.Next, we will demonstrate this with a number of examples, showing how modern companies organize and stimulate the joint creativity of their employees.