The article touches upon the matters related to how the retail trade networks (RTN) must form, search and adopt innovative decisions, acting as a vendor of a good or offering a number of exclusive conditions to a certain investor. In the article, it is proved that the absence or non-efficient functioning of the market as a certain mechanism that ensures setting a balance in the market leads to the fact that the processes of forming exclusive and unique conditions of transactions become non-efficient since the price setting mechanisms reflecting the objective principles and methods of innovational activity management in trade do not work.