Abstract
Background. Background of the paper is based on human capital, who is the only stable source of competitive advantage for an organisation in knowledge and creative economy.
The added value is created by people. Gender diversity is not sufficiently employed in the context of creativity.
Research aim. The paper is based on the authors' scientific research results and teaching experience, the research aim of the paper is to analyse different views on knowledge and creative competencies in the period of job preparation during university studies.
Methodology. The methodology employed is quantitative research and a case study of systematic and long-term observations of students' behaviour in creative case studies.
The paper is looking for answers to three questions: Are there gender differences in the approach to accomplishment of tasks related to application of creativity? What is different in these approaches? What creative competencies are the most used and the most desired in organisation practice? Key findings. Key findings from the research are revealed that there are certain variances, but weak; it seems that the main difference is coming from their personality.
Gender differences apply to situations where it is convenient to use spatial abstract imagination (for men) or verbally addresing problems or specific objects (for women).