THE RELATIONSHIP BETWEEN CULTURE AND ENTREPRENEURSHIP: INNOVATION, HUMAN RESOURCE MANAGEMENT AND PUBLIC POLICY IN CULTURAL INSTITUTIONS

Abstract

The article examines the current challenges and opportunities facing cultural institutions in Ukraine, particularly in the areas of governance, funding, and innovation. In the context of globalization and rapid economic changes, the cultural sector needs new approaches to organizing its activities. One of the main problems is insufficient financial support, which leads to low salaries of employees, lack of motivation and qualifications, as well as the general unsatisfactory state of management in cultural institutions. The article emphasizes the importance of introducing innovative forms of human resource management, such as "cafeteria rewards", which allow individualizing approaches to employee remuneration. This can significantly increase their motivation and commitment to work. In addition, the author emphasizes the need to develop entrepreneurial activities in cultural institutions, which, despite their non-profit nature, have significant potential for generating additional income. The article also discusses the role of creativity and intellectual capital in modern entrepreneurship, especially in the cultural sector. Entrepreneurs with innovative approaches are able to adapt to the changing economic environment by offering new forms of creative products and services. This in turn contributes to the competitiveness of cultural institutions. An important aspect is the interaction between cultural institutions, government agencies and private donors, which ensures stable funding for cultural initiatives. The article emphasizes the need to develop long-term partnerships that can help strengthen the cultural sector. In addition, the authors point out the importance of conducting qualitative research in the field of cultural institution management, which will allow for a better understanding of the problems and challenges faced by this sector, as well as for finding effective solutions to overcome them. In general, the article emphasizes a comprehensive approach to the management of cultural institutions, including innovation, partnership and research, as a prerequisite for ensuring their successful functioning in the modern world. The conclusions drawn in the article can serve as a basis for further research and practical recommendations for the development of the cultural sector in Ukraine.