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•customers in markets for goods and services;
•personnel in the labor market;
•business partners in the markets for distribution and supplies; and
•investors in the capital market;
The value inputs from the counterparties constitute the material and immaterial means for thecompany’s operations, i.e. the wherewithal for the company to generate value.
Thus there is a cycle of value exchange between the company and its counterparties.
![](https://5dvalue.com/wp-content/uploads/2019/05/Benefit-value-exchange.jpg)