In this article authors open conceptual bases of formation of social competitiveness of economic reality. In article are designated macro - the micro and minieconomic approaches to understanding of an economic role of the managing personality promoting development of the theory of social competitiveness which authors are inclined to consider through superiority prism in formation and development of the human capital of the territory, understanding as it superiority of economic space in health, knowledge and values of the population, reproduction and which building defines its advantages of managing. In article it is proved that values act as the basic and most significant economic factor influencing behavior of the economic personality. ЖУРНАЛ ЭКОНОМИЧЕСКОЙ ТЕОРИИ №4/2016 Having considered the behavior model of economic entities constructed on the basis of valuable installations, authors in article came to a conclusion that transformation of values can lead to changes of social competitiveness of economic reality therefore they defined a number of the factors making impact on their change. As major factors were proved: basic conditions of activity of economic entities, public consciousness and public institutes. Authors considered influence of each factor and offered conceptual model of formation of social competitiveness of economic reality with their account on the basis of valuable approach.