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Igor A. ARENKOV, Yana U. SALIHOVA, Tatiana LEZINA
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illegally used its intellectual property. Settlement of these lawsuits helped Texas Instruments to gain considerable
income. At the beginning of the 90s Intel spent 1 billion $ on control of microprocessors’ production every year.
Despite such huge expenses, a rate of return of the company, by data, which was presented to tax authorities, was
25%. In 1988 battle between Nestle и Jacobs-Schard for Britain’s company Rowntree, the owner of a well-known
Kit Kat brand, caught a big attention. Finally, Rowntree was sold for 2,5 billions of English pounds, which was
2,5 times more than its starting cost and 8 times more than book value of an material assets (Evdakimov, 2003).
On the micro level the intellectual competition is based on several main factors: increase of intellectual potential
of the staff, creation of an intellectual product, and intellectual process of work and intellectual means of labor.
Among these factors the main one is staff because its knowledge and competence are capable to develop new prod-
ucts and technologies and also use innovative technologies and be involved in intellectual labor process.
The biggest companies have already realized need of investments into manpower training and personnel develop-
ment. It is considered that an economical effect from investments in personnel development is higher, than from
investments in means of production. Researches were carried out in 3200 American companies and they showed
that a 10% increase of expenses on personnel training gives a gain of labor productivity of 8,5% while the same
increase in capital investments gives gain of productivity only of 3,8%) (Klarin, 2002). In many companies there
are events to develop and use creative and intellectual staff’s potential. Microsoft can be such an example, they
have a ThinkWeek. This tradition of a ThinkWeek makes employees use creative approach to scientific and tech-
nical and commercial activity expands opportunities for promotion of interesting thoughts and ideas in the (The
McKinsey Quarterly, 2010).
In modern conditions of development of information technologies and the Internet companies require for devel-
oping stable competitive advantages not only to produce products with increased consumer properties but to
manage involvement of the consumer in a brand. Here the key factor is a development of such products with the
help of which consumers can be taught, receive new skills, raise the level of knowledge, realize creative potential
develop their personality. Moreover, companies have to establish relations with consumers which would result
in consumers’ active role in the process of brand development and being a source of its promotion. A modern
person is involved in creative activity not only during professional activity, but also during consumption of goods
and services.
Nature of a modern work is defined, first of all, by means of labor. Development of engineering thought, discover-
ies in energetics, physics and other fields lead to changes in labor itself. Since the end of the 18
th
century there was
a gradual replacement of physical work by technical one which happened because of the emergence of new means
of labor. Nowadays at the stage of development of intellectual competition a special value in terms of labor gets
intelligence.
With the help of intelligence a person can create qualitatively new knowledge of existing reality. In other words
intelligence is understood as complex of power of thoughts and knowledge. Intelligence has also other features
which are described in the article (Trifonov, 2012). Usage of intelligence in labor process changed its character.
Now the main part of it is intellectual work. So intellectual work starts playing a dominating role in modern
companies’ business as a counter to physical and technical work. This feature qualitatively changes production of
goods and allows the company to form competitive advantages of a new order.
In the modern society, which is focused on achievement of success, intellectual resources have the key role. Field
of competition gains new traits where innovative, intellectual and creative labor is the basis of competitive posi-
tion of modern companies and states as a whole.
As a result of increasing the company’s competitiveness and enhance its importance in society its internal climate
is changed as well. Staff otherwise refers to the workplace, and he begins to strive for self-development, acquisition
of knowledge, skills (Gnilitskaya, 2008). Increased favorable image of the company, in turn, increases its market
value, investment attractiveness.