The basis for the effective development of the national economy is the innovative activity. In order to support competitiveness of Russian manufacturers, the pressing need in the search for competitive advantages appears. Upon results of the research it has been determined that such advantages may be expressed both as the increase of the companies' share of intangible assets and as the increase of the innovative products and services' role. Conclusions represented may be useful for strategical planning and subject matter experts may expand ways for  commercialization of innovations.