Abstract

A company wishing to operate successfully and maintain competitive advantage in the changing environment needs to be strategically oriented. That indicates that it has to transform strategy into measurable goals and adjust organizational structure to processes and strategy and not vice versa, perceive strategy as a continuous process, constantly inform all employees on all levels and manage changes with active leadership. The significance of intangible assets as described in this article is undoubtedly increasing. The introduction of a balanced system of indicators into the business practice of the majority of companies generates a possibility for innovative renewal of business processes which can be carried out with the help of cognitions of the Dialectical Systems Theory on systems thinking/behavior. All innovations of non-technical type, particularly innovations of values, culture, ethics and norms, play an important role.