Valery Chebotarev – Associate Professor, Department of Modeling and Business Process Optimization, Faculty of Business Informatics, National Research University Higher School of Economics.  
Address: 20, Myasnitskaya str., Moscow, 101000, Russian Federation.
E-mail: vchebotarev@hse.ru

Alexander Gromov – Professor, Head of Department of Modeling and Business Process Optimization, Faculty of Business Informatics, National Research University Higher School of Economics.  
Address: 20, Myasnitskaya str., Moscow, 101000, Russian Federation.
E-mail: agromov@hse.ru

Many famous scientists note that the world is now facing major changes, which require reappraisal of views on nature of organization (enterprise) and on scientific method of organization study. These changes involve both external environment and organization itself. They often require reassessment of concepts, values and targets. Therefore the following questions are particularly important nowadays: what is the reason for loss of competitive advantage by leading enterprises, how could this reasons affect the concept of enterprise and which approaches should be used for its study, what roles are assigned to the employees, how to use employee talent for the benefit enterprise and what should be changed for that, and finally how should a 21^st century enterprise lool like.

The article covers role of subjectivity, subjective structure and reflexivity in enterprise business process management. One of keynotes is that in line with development of community of subjects (creative teams) subject-oriented models are beginning to play the role of planning tools for community activities turning them into self-reflexive systems. Furthermore, subjectivity and subjective structure are becoming (and possibly already became) the most important factor of good enterprise performance. Primarily it is referred to creative and innovative enterprises which are consciously moving towards social culture and multiple rationality. Further an opinion that successful innovative activities could be achieved only basing on subjectivity seems reasonable.