The latest studies of determinants of companies’ market success indicate that processes of "getting disaccustomed", processes of creative destruction are the key factors of success, which allow to remain competitive. These studies also confirm that capital markets can cope much better with implementation of creative destruction processes than is the case with enterprises, being an alternative way of allocation of resources. Hence, in order to fulfil the objective of being competitive, enterprises must show not only innovativeness but also have to learn how to rationally carry out creative destruction processes, i.e. how to find an optimum moment for destruction, how to determine its scope (actual or transformational destruction), and how to choose entities implementing these processes.