Subject-Oriented Management as a Competitive Advantage of Entrepreneurial Business

The article discusses the reasons that encourage entrepreneurs to protect some of their employees from regular management in order to increase the competitiveness of the enterprise; to personalize management in relation to some employees or their groups, to remove them from the general management rules. The author systematizes the results of the study in the form of a series of interviews conducted by the author with owners of small and medium-sized businesses. The main directions of the personification of the management system are identified, due to the retention and attraction of internal and external resources that are critically important for the management of an enterprise’s participation in competition. The article considers the manifestation in the history of management a storyline recognizing the subjectivity of the object of management. The concept of “subject-oriented management” is formulated. The scope of the subject-oriented approach is highlighted and practical recommendations for its application in the design of management systems of business organizations are given.