SYSTEMIC–CREATIVE MODELS IN INNOVATION MANAGEMENT: APPLICATIONS FOR AZERBAIJANI ENTERPRISES

Abstract

This article examines the significance of systemic–creative innovation management models for achieving sustainable competitive advantage in modern Azerbaijani enterprises. In an era of increasing global competitiveness and economic transformation, firms must manage their innovation activities not merely through spontaneous creativity but through structured and systematic approaches. Within the framework of this study, an integrated model has been developed by combining internationally recognized methodologies such as design thinking (human-centered problem solving), the four-phase double diamond model (in-depth analysis and iteration of problems and solutions), and the TRIZ methodology (systematic inventive problem solving), adapted to the specific needs of the Azerbaijani market. The proposed systemic–creative model aims to enhance the innovative potential of small and medium sized enterprises (SMEs), foster employee motivation and collective creativity, improve the effectiveness of strategic planning and portfolio management, and stimulate the transformation of a larger proportion of ideas into practical, market-relevant solutions. The article provides a detailed description of the model’s stages, implementation mechanisms, and key performance indicators, supported by specific examples from the local business environment.