Current developments actually taking place in the world business banking environment are such that they indicate that in our case also the basic principles must be reformulated in the organization, structure and source of acquisition of competitive advantages of business banking. Manifested processes of deregulation, competition, globalization, information technology progress and business risk diversification have brought about fast development of non-banking and non-crediting bank operations primarily in the Western developed countries, where these processes are best developed, but also in the countries in transition, as soon as they had embarked on the road of social and economic reforms. Serbia, now conducting profound economic reforms, is actually in the processes which have started to take place in the banking sector of developed market economies four decades ago and in the transition countries almost two decades ago, processes which in the entire world are still continuously taking their course. Turbulent environment causes a relative drop in importance of conventional ways to acquire competitive advantages for banks, giving primacy to new, modern and technologically more advantageous modalities of differentiation and positioning on the banking market, primarily involving non-bank and non-credit (supplementary) financial operations of banks. With the adoption in Serbia of the institutional regulatory framework in this field, necessary conditions are created for a smooth and fast development of non-banking and non-crediting functions, which in the synergy with the classical banking operations can have a crucial impact on the development and structure of the financial system and business banking in Serbia in the forthcoming period.