This article presents the results of the generalization of the existing models for assessment of competitiveness and development of competitive strategies. The research is based on the analysis of scientific literature and recent developments in theoretical researches. The aim of this article is to synthesize the frame of Latvian competitiveness research model. In order to identify the advantages of Latvian companies in foreign markets, it is proposed to make a complex model including: macro-environmental indicators, national Porter’s model’s indicators as well as specific cultural indicators. The research is supported by the National Research Program 5.2. EKOSOC - LV.