We experience significant changes in the social and economic environment, related to the transformation into postindustrial society. This new society is characterized by the dominant role of information technology, which changes private and professional lives. The business world reflects the social structure, adjusting activities to new social requirements. This paper will present the postindustrial environment of economic activities, especially changes in the area of market exchange. The analysis of new business tendencies will then induce reflections concerning corresponding alterations in the normative content of postindustrial business ethics.