Current trends in the world economy determined the innovative vector of its development on fundamentally new bases: information and intellectual technologies, knowledge, and creativity. In modern conditions, enterprises and countries can increase their level of competitiveness through implementation policies supporting the creative activity of employees. The purposes of the article are to investigate the essence of creativity, the theoretical foundation of employee’s creative activity, its relation to art and methodological bases of employee’s creative activity evaluation taking into consideration the level of world economic development. Methodology. The theoretical and methodological frameworks of the study are research results of scientists in the field of employees’ creative activity investigation and own research proposals. In order to achieve the goal of the article, the following methods are used: generalization – in the critical analysis of scientific approaches to establishing the definition of employee’s creative activity; comparison – in the process of comparing creative activity and art; index method – to propose the methodology of employee’s creative activity assessment; systematization – to identify elements of the relative index of creative potential; cause and effect method – for obtaining final conclusions. Results. The creative activity of employees is an external manifestation of intellectual and cognitive abilities of a person, aimed at the changes in tangible, intangible or managerial objects, which are expressed in the generation of new ideas and their implementation in a practical result. It also manifests in the creation and application of innovations for the purpose of obtaining an economic or social effect. It is closely related to high intelligence, art, self-evaluation and motivation of the employee. The study also determines two main indexes of evaluation of the creative activity of employee – index of creative activity and relative index of creative activity. The relative index of creative activity includes such elements as choice rationality of the sphere of creative energy manifestation, biosocial indicator of creative energy, index of employee’s health, index of socio-psychological state of an employee, professional experience of employee, level of employee’s intelligence, and index of compliance the workplace with the standards. Practical implication. The proposed methodology of employee’s creative activity assessment can be applied at enterprises in order to evaluate its current level and to improve the efficiency of the remuneration system. It is also clarified that increasing the creative activity of employees will raise the efficiency of the system of enterprise’s creative management as a whole. Value/originality. The investigation underlines the peculiarities of employee’s creative activity from the psychological and economic points of view and describes the methodology of employee’s creative activity assessment, as well as evaluation efficiency of the system of an enterprise’s creative management. Further researches should be aimed at the improvement of motivation mechanism for employee’s creative activity encouraging as a tool for increasing competitiveness of enterprises.

Based on the correlation and regression analysis, the article assesses the influence of external and internal factors of the business environment on the profitability of modern enterprises. The directions of improving the strategy for managing the profitability of domestic enterprises in the conditions of the dynamism of the business environment are determined, the implementation of which will give their leaders the opportunity to focus on the priorities of long-term development. Taking into account the impact of the variability of the business environment will allow enterprises to form an adaptation buffer in the face of the transformational challenges of our time. The expediency of carrying out a systematic assessment of the factors of the business environment for the activities of enterprises has been substantiated, the results of which will make it possible to adjust the priorities for the future development of entrepreneurial structures. The carried out correlation and regression analysis of the influence of the business environment made it possible to determine the progressive directions of the strategy for managing the profitability of enterprises. With the help of a quantitative assessment, a significant relationship was determined between the cost of goods sold and net profit, as well as the dependence of net profit on macroeconomic indicators of the country's development, in particular: the real wage index and the growth rate of nominal GDP. In today's dynamic business environment, one of the most important factors in the competitiveness of any enterprise is the development and implementation of a profit management strategy. Therefore, the authors have proposed strategic actions to manage profitability at the conditionally taken enterprise "XXX", namely: creation of an information base: analysis of the volume and composition of the income received; indicators that determine their size and leve; development of a forecast of possible options for the distribution of income by type of activity and their assessment; formation of the optimal variant of the distribution of enterprise income.