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Liburkina L. M.

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The Digital Economy as a New Environment for Creative Self-Realization of Employees
Sotnikova Y. V., Ivashchenko M. М.

Sotnikova, Yuliia V., and Ivashchenko, Mykola М. (2025) “The Digital Economy as a New Environment for Creative Self-Realization of Employees.” Business Inform 8:471–479.
https://doi.org/10.32983/2222-4459-2025-8-471-479

Section: Management and Marketing

Article is written in Ukrainian
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UDC 331.101.262:004.738.5

Abstract:
The digital economy changes not only the tools for conducting business but also fundamentally transforms the nature of work, personnel qualification requirements, management styles, and organizational culture of enterprises. In the digital era, intangible assets – knowledge, creativity, intellectual abilities, and employees’ innovative activity – become the main value. The aim of the article is to identify and analyze the key conditions, tools, and challenges of the digital economy as a new environment for the creative self-realization of employees. The article considers the digital economy as a new socioeconomic space that transforms the nature of work, personnel management, and requirements for professional competencies. The authors examine the conditions under which the digital environment becomes conducive to the development of employees’ creative potential. It is noted that the digital transformation of enterprises promotes the increasing role of intangible assets – knowledge, innovation, and creative thinking. The impact of technologies such as cloud services, artificial intelligence, and digital platforms on employee flexibility, autonomy, and productivity has been analyzed. The global experience of using digital tools to foster creativity has been summarized, including Slack, Trello, Miro, Microsoft Copilot, GitHub Copilot, and others. The challenges of the digital economy have been outlined, including hyperconnectivity, technostress, information overload, and blurred boundaries between personal and professional life. The authors argue that efficient creative self-realization is possible only under conditions of cultivating a culture of trust, digital well-being, and support for the development of human potential. Approaches to creating a conducive environment are proposed, including the development of digital skills, implementation of flexible methodologies (Agile), support for responsible autonomy, and digital leadership. The article represents an interdisciplinary study at the intersection of labor economics, digital transformation, and human resource management.

Keywords: digital economy, creative potential, creativity, Agile methodology, digital leadership, remote and flexible work.

Fig.: 2. Tabl.: 1. Bibl.: 8.

Sotnikova Yuliia V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Social Economics, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Ivashchenko Mykola М. – Postgraduate Student, Department of Social Economy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

20+ Most Mind-Blowing Examples of Digital Transformations You Need to See in 2025! (n.d.). Retrieved from https://quixy.com/blog/examples-of-digital-transformation/
AI powered success – with more than 1000 stories of customer transformation an innovation. (2025, July 24). Retrieved from https://www.microsoft.com/en-us/microsoft-cloud/blog/2025/07/24/ai-powered-success-with-1000-stories-of-customer-transformation-and-innovation/
Overcoming distance: creative collaboration in remote work. (n.d.). Retrieved from https://maven.com/articles/foster-creativity-remote-team
Shtets, T. F. (2019). Doslidzhennia kontseptualnykh kharakterystyk sektora tsyfrovoi ekonomiky [Investigation of conceptual characteristics of the digital economy sector]. Biznes Inform, 3, 91–95.
Ulieru, M., & Verdon, J. (n.d.). Organizational transformation in the digital economy. Retrieved from https://www.researchgate.net/publication/224573779_Organizational_transformation_in_the_digital_economy
Wang, Q., Song, H., Pitafi, A. H., & Khankeldieva, N. (n.d.). The dark side of enterprise social media and employee digital creativity: Communication visibility perspective. Retrieved from https://pmc.ncbi.nlm.nih.gov/articles/PMC11417543/
Wang, Y., Park, J., & Gao, Q. (n.d.). Digital leadership and employee innovative performance: the role of job crafting and person–job fit. Retrieved from https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2025.1492264/full
What is the Agile methodology? (n.d.). Retrieved from https://www.atlassian.com/agile

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