“…The first approach is based on supposition that competitiveness of enterprise is competitiveness of its products. The supporters of this approach include (Acemoglu et al, 2014), (Berge et al, 2015), Ciobotaru & Anghelut , 2014), (Lauder, 2015), and (Li et al, 2015), (Dhar, 2015), (Oh et al, 2015), (Cheng & Chan, 2015), (Stone et al, 2015). This research offers to use the following formula for evaluation of competitiveness of enterprise's products:…”