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Abstract
The main idea of this paper is creative management realization. The aim of the paper is to
determine what a manager should do in order to establish creative management practices in
organization. The following steps were identified for the purpose of reaching the main aim
of the paper: 1) basic theoretical concepts determination (creativity, creative personality,
creative management), 2) the definition of management as interaction, its conditions and
characteristics, including its conditions and characteristics in a creative organisation; 3)
analysis of creative management characteristics in a Russian media company (based on the
results of field research).
Creativity is becoming more and more important for the modern business, so the subject of
the work is particularly relevant today. However, research in this area is poor (especially
based on the Russian practice). Therefore, this work could be a starting point for further
research in this direction. In addition, the results of practical research can be useful for
today's media companies seeking to implement creative management practices.

....................................................................................................................... 6
1. .............................................................. 9
1.1. ..................................... 9
1.2. ........................................................................ 17
2.
............................................................................................................... 22
2.1. .......................................... 22
2.2. ..................... 25
3.
......................................................................................................... 39
3.1. ........................................................................ 39
3.2. ...................................... 41
................................................................................................................. 55
...................................................................... 57
1. ............................................................................................. 64



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21.04.2012, http://www.afisha.ru/article/8312/


. 2007. / . . .: , 384 .
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22.04.2012, http://www.openspace.ru/media/paper/details/1914/
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57

. 2011. : , / . . . :
XXI
., . 2008. // Harvard Business Review.
: . . .:
Amabile, T.M. 1998. How to kill creativity // Harvard Business Review, 09.1998 10.1998, p. 7787
Amabile, T.M. 1996. Managing for creativity // Harvard Business School Publishing, 21.02.1996
Amabile M.T. 1997. Motivating creativity in organisations: on doing what you love
and loving what you do // California Management Review, Vol. 40, No.1, p.39-58

Amabile T.M. 2010. The Three Threats to Creativity // Harvard Business Review, blogs.nbr.ru,
10.04.2012, http://blogs.hbr.org/hbsfaculty/2010/11/the-three-threats-to-creativit.html
Amabile M.T., Conti R., Coon H., Lazenby J., Merron M. 1996. Assessing the work environment
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