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Knowledge society supports and values intellectual work, learning and knowledge managing and the economies with a great share in nonmaterial resources and nonmaterial output. Companies doing business in contemporary economies try to actualize competitive advantage, but the means to enable that are different now than they were a couple of decades ago. Famous strategic models such as RBV have actually established the concept of increasing internal values of companies – resources and capabilities. Detecting resources via paradigm of industrial age for the determination of today’s competitiveness is not progressive enough. Information age with orientation toward KM, networking and intensive use of ICT imposes new paradigms and new approaches to realization of competitive advantages and determination of the level of competitiveness. This work researches new approaches and new models for determining competitiveness.