Intangible benefits of a company as a factor of increasing its competitiveness on the modern market

The article analyzes the competitive strategies of companies on the modern market that are based on intangible benefits (trust, intelligence, cohesion, and taste of company employees, business history). To a greater extent, strengthening the company's market positions depends on the “innovation value” created by the company; to a lesser extent, it relies on the traditional factors of production (land and capital). In the context of the dynamic market, the tangible determinants of competitiveness demonstrate only short-term superiority as they are easily copied by competitors. On the contrary, the intangible benefits cannot be replicated or repeated. Innovative values include new technologies along with the intangible factors attracting new consumers, for example, consolidated work of employees on a free product, the history of the company's development, new ways of communicating with intending buyers. The article provides the practical examples of companies that have created the intangible benefits and ensured the best competitive position.