It has been claimed that the market fosters selfishness and thereby undermines the moral basis of society. This thesis has been developed with an emphasis on market exchange. Everyday life is, however, predominantly shaped by interactions in the workplace rather than by shopping behaviour. This essay places emphasis on firm organization, rather than market interaction, in moulding cultural traits. Firms emerge in markets and thrive by kindling cooperative attitudes. In this way, the market generates nice traits in an indirect way: it encourages firm organizations that foster mutualism rather than selfishness.