Servant leadership as a strategic resource in the system of value-based marketing and creative industries of Ukraine

Саврасова-В'юн, Тетяна Олександрівна and Руденко, Валентина Сергіївна and Поліщук, Тетяна Ігорівна (2025) Servant leadership as a strategic resource in the system of value-based marketing and creative industries of Ukraine European scientific journal of Economic and Financial innovation, 18 (4). pp. 252-262. ISSN 2617-8648

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Abstract

This article explores the concept of servant leadership as a promising managerial paradigm that can serve as a catalyst for the sustainable development of enterprises in the creative industries sector, particularly within theframework of value-based marketing. The focus is placed on the synergy between human-centered management approaches and the strategic objectives of modern marketing, which aims not only to meet consumers’ functional needs but also to build a deep value-based connection between the brand, employees, and society. It is demonstrated that servant leadership, grounded in ethics, empathy, personal responsibility, and a commitment to the growth of others, creates a psychologically safe environment in which the creative potential of employees can flourish. This is particularly significant in creative industries, where the key assets are not material resources but ideas, emotional intelligence, interdisciplinary thinking, and cultural sensitivity. The author argues that a servant leader not only fulfills managerial duties but also shapes the social meaning of the team’s work, thereby enhancing loyalty, internal motivation, and employee engagement in fulfilling the organization’s mission. Special attention is paid to the relevance of this leadership model under the conditions of full-scale war in Ukraine. It is asserted that businesses in the creative sector bear not only economic responsibility but also a critical social role —supporting employees, maintaining teams, and contributing to national recovery. In such circumstances, servant leadership can foster resilience and team cohesion, increasing their adaptability to turbulent environments—a factor essential for organizational survival and growth. The potential of servant leadership as a motivational factor for the return of young people who emigrated abroad is also emphasized, as many of them belong to a generation that values transparency, fairness, development, and psychological well-being. The article also outlines the key characteristics of creative industries as a space that integrates economic, social, cultural, and humanitarian potential. It highlights the need for supportive, flexible, and empathetic leadership —rather than authoritarian control —to foster an environment conducive to innovation. The conclusion suggests that implementing servant leadershippractices in the creative sector can become not only a tool for enhancing business efficiency but also a driver of national recovery, human capital retention, and Ukraine’s international competitiveness.

Item Type:	Article
Uncontrolled Keywords:	servant leadership;value-based marketing;creative industries;organizational culture;ethical management;innovation
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет української філології, культури і мистецтва > Кафедра української літератури, компаративістики і грінченкознавства
Depositing User:	Тетяна Олександрівна Саврасова-В'юн
Date Deposited:	25 Nov 2025 08:26
Last Modified:	25 Nov 2025 08:26
URI:	https://elibrary.kubg.edu.ua/id/eprint/53790

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