CREATIVITY, INNOVATION AND CHANGE IN KNOWLEDGE-BASED ORGANIZATION

The innovative - creative potential of an organization is determined by the creative capacity of its members, by its managerial team competency and by certain mechanisms to sustain implementation of new ideas, as well as their transformation in competitive products and services. From the premise that knowledge-based modern organization is permanently connected to changes of business environment, the paper aims to underline the essential role of creativity and innovation in projecting and implementing organizational change programmes. Also, the paper presents possible directions of action recommended to nowadays organizations for the transition to knowledge-based organization stage.