CREATIVE POTENTIAL OF AGRARIAN ENTREPRENEURSHIP: THEORETICAL ASPECT

Abstract

In today's world, more and more people, especially in weak economies, do not rely on their own strength. Individuality atrophies, it is difficult to make people imagine and develop a new vision of how life could be. The ability to be creative defines the ability to see something fundamentally new. Creativity is often associated with art and culture, but not necessarily it can be manifested there. The environment of creativity is where people are ready to imagine new possibilities of reality beyond the established norms.

Modern agricultural entrepreneurship has never been so close to instability and unpredictability. Competitive factors and factors undermining the sustainability of business structures in the agricultural sector of the economy can arise both in production technologies and in resources, sales channels, logistics supply chains, etc. In order to survive in today's complex world, business structures should generate and implement new ideas more often and boldly. This requires creativity and a creatively thinking workforce led by a creative management system. Creative leadership is particularly important. Creative leaders drive the creative process, realize the creative potential of the entrepreneurial structure. Creativity is an imperative that ensures the market advantage of an entrepreneurial structure. All this forms the creative potential of agrarian entrepreneurship