The problem of the creation of the value gains at present on the meaning both in theory and in the economic practice. This process finds an expression in many models of building of the competitive superiority. Nevertheless for dynamic changes of the external environment of present firms most on the meaning gain ideas oriented on the close cooperatior of economic subjects. An answer on suchlike challenges is the ECR idea. The ECR ("Efficient Consumer Response") movement effectively began in the mid nineties and was characterised by the emergence of new principles of collaborative mana gement along the supply chain. It was understood that companies can serve consumei better, faster and at less cost by working together with trading partners.