A new quality in the market relations taking place between the organisers of supply and communications is an important link of the strategy in the Single Market of the European Union. They have constantly been looking for new ideas in order to raise the level of quality of production and distribution. An increase in innovativeness is a source of that new quality of goods and services as well as new cooperative and partner relations in the market. The new quality of these relations is the basis for a competitive advantage, beneficial for enterprises and consumers. Orientation towards the customer requires shaping the relations based on the social responsibility of enterprises, and it constitutes the basis for a conscious building of the company's value chain. An important part in this activity is played by enterprises' ability of self-regulation of these processes that are not regulated by the law. An auxiliary role in shaping the new quality of the market relations is played by the Business Good Practices Council and other social and state institutions.