THE ROLE OF CREATIVE SOLUTIONS IN THE SUCCESS OF STARTUPS

Abstract

This scientific article provides an analytical and conceptual examination of the role of creative solutions in startup success, emphasizing their strategic importance within innovation-driven entrepreneurial ecosystems. Structured in accordance with the IMRaD format and aligned with OAK and DSc-level academic standards, the study explores how creativity-driven decision-making, design thinking, unconventional problem-solving techniques, and innovative business model development serve as fundamental drivers of competitive advantage and long-term sustainability for startups operating in highly dynamic and uncertain market environments. The review synthesizes contemporary theoretical perspectives and empirical insights to assess the impact of creative strategies on early-stage opportunity identification, resource mobilization, investor engagement, risk adaptation, rapid market entry, and capability building. Findings indicate that creative solutions do not merely supplement entrepreneurial processes but constitute an essential source of differentiation, resilience, and strategic adaptability, enabling startups to transform constraints into growth opportunities. This article thus provides a comprehensive methodological foundation for policymakers, entrepreneurs, innovation managers, and researchers concerned with advancing effective strategies for startup development.