Pursuit of Competitive Advantages for Entrepreneurship: Development of Enterprise as a Learning Organization. International and Russian Experience



Modern market and new business conceptions

At present time of the age’s changes, all factors of business life are transforming
swiftly. The cardinal changes of business life conditions include the transition of civi-
lized countries to the postindustrial society, increase of market differentiation, dyna-
mism and demands of business environment, strengthening of scientific and technologi-
cal progress impact and, at last, introduction of the latest technologies into both produc-
tion and management.

In these conditions great importance is given to the information medium, global
communication networks and new on-line technologies of information seeking and
processing. The removal of limits for access to the information resources and increasing
speed of communication are the main reasons of the market operations intensity, reduc-
tion of communication costs and enhancement of efficiency in relations between pro-
ducers and consumers.

As a result of these processes, enterprises and business companies as the basic
market units enjoy the extensive opportunities to realize business activity on one hand,
and to conform to severe unsteady market conditions on the other hand. As for the high
degree of complexity in market decisions, the fact is that the main feature of present
market is the evolution of the nature of modern competition. Today companies compete
not on the level of product (i.e. competition for the accordance with standard character-
istics and quality specifications) and even not on the level of organizational and produc-
tion processes (i.e. competition for the technical and technological advantages), but on
the very first stage of product development - competition for the perspective idea as a
basic condition for business success.

Consequences of this shift in the phases of competitive struggle manifested
themselves in modification of companies’ business strategies and emergence of new
approaches to business priorities’ establishment and new tools of goal achievement.

It is becoming obvious, that all attempts to create universal strategic and tactical
business rules, which would be automatically successful, are not so effective now. One
would think that each business step is based on the previously received information,
market analysis, creation of the alternative variants and plans, and selection of the best



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