The article dwells on the mechanism of formation and development of the innovation system of a technology-intensive enterprise. The role of management of the innovation changes appearing within the framework of the competitive strategy modernization is revealed. A mechanism for formation of the conception of innovation changes management within the framework of improving the enterprise’s competitive strategy is proposed. The author substantiates the necessity to use the synthesis of adaptive management, conceptions of the innovation changes management and the company value’s growth for creating a competitive strategy in order to maximize the enterprise’s market value under conditions of highly inconstant external and internal environments.