The article examines the key aspects of the practical implementation of a creative approach to the entrepreneurial management strategy in the food industry. The article therefore addresses in detail the concept of “creativity” with respect to the food market and presents the entrepreneurial management strategy in the context of the entrepreneurial and business culture in St. Petersburg’s bakery industry in the conditions of a creativity-focused in-house development trend. The study identifies a direct connection between the resulting effect of the entrepreneurial activity and the creative focus of the in-house development trend with regard to implementing organizational innovations. It also notes that organizational innovations applied within the in-house staffing system should aim at the initiation in profession, the understanding and retention of corporate ideology, and the examination of its characteristics and category policy. When describing the entrepreneurial management strategy, the authors give the revised and complemented differentiation between entrepreneurial and business culture across key features. Achieving a positive outcome of the practical implementation of the approach described herein requires the use of the entrepreneurial management strategy based on the principles of entrepreneurial culture rather than business culture and in the context of a creativity-focused in-house development trend. The corporate creativity should aim at creating timely new healthy foods using cutting-edge technologies and improve the quality of life of the individuals and entrepreneurs in the context of fair competition through the sustainable and productive use of labor as a factor of production. As applied in St. Petersburg’s bakery industry, the said creative approach to the entrepreneurial management strategy is under implementation by the St. Petersburg Bakers Association and its members – leading local producers of healthy bakery products and finds its embodiment in the Healing Power of Bread sectorial program.
Highlights:
The strategic and efficient self-presentation of a company in the food market depends largely on the resulting effect of its entrepreneurial activity and its in-house development trend. The article examines the key aspects of the practical implementation of a creative approach to the entrepreneurial management strategy in the food industry. The article therefore addresses in detail the concept of “creativity” with respect to the food market and presents the entrepreneurial management strategy in the context of the entrepreneurial and business culture in St. Petersburg’s bakery industry in the conditions of a creativity-focused in-house development trend. The creative approach to the entrepreneurial management strategy works towards creating timely new healthy foods using cutting-edge technologies and improves the quality of life of the individuals and entrepreneurs in the context of fair competition through the sustainable and productive use of labor as a factor of production.
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