Modern Paradigm of Ensuring Competitive Advantages of an Enterprise

The article considers evolution of development of the paradigm of ensuring competitive advantages of an enterprise. Foreign and domestic scientists focus on individual directions of development of competitive advantages and pay insufficient attention to new management concepts - development of the information society, knowledge economy and dynamism of integration processes. The goal of the study is formation of the modern paradigm of ensuring competitive advantages of an enterprise with consideration of tendencies of development of the knowledge economy, information society and integration processes. Enterprise competitiveness is a synergetic characteristic, which reflects enterprise capability of dynamic response to changes of the market situation with the aim of keeping predominance over other economic subjects. Management of the future, on the basis of the management 2.0 concept, should take into account interests not only of top management and shareholders but also employees, local communities and territories and meet requirements of the society in general, individual groups of consumers and tendencies of development of managerial and information technologies. The paradigm of the modern theory of ensuring competitive advantages should include models of keeping competitive advantages in the existing markets and models of development of future markets; strategy of development of enterprise competitiveness, human capital development and efficient enterprise management.