Процесс создания инновационной ценности

The article describes the process of transforming the management paradigm creation of innovative value to the enterprise. The analysis of key socio-economic changes set increase the complexity and uncertainty of innovation and the market, in the context of which the ambivalent processes were identified, on the one hand, the formation of a society of increasing reflection and a significant increase in peer communities, and on the other, the traditional enterprise attempts to carry out the reduction of the complexity and uncertainty of innovation processes by blocking consumer subjectivity, promotion of information asymmetry, planned obsolescence, primitivization consumer choice, etc. On the basis of documented evolutionary trends in the perception of the subjects object of consumption values to identify and describe two stages in their positioning: instrumental and epistemic. It demonstrates that under these steps to radically change approaches to management of innovation aksiogenesis enterprise that involves the use of fundamentally different gnoseological optics for their research and management.