European competition is characterized by the supply of high quality products and strong marketing activities. The relationship between quality standards is direct and pronounced as interdependent. The necessity for European standards and quality of products and services is important and necessary to protect the local and regional market and at the same time to break into European markets. Bearing in mind when our road is open to the European Union market, the European companies' pathways to our markets are open as well. This paper shows the influence of the international standards for import and export between the European Union and the Western Balkans.