The consumers and/or Business-to-Business (B2B) customers are important elements to consider because the type of customer may influence the relevant scale, marketing position and potential profit margin that can be expected. In general, there is an inverse relationship between volume and margins. And, many enterprises may have a discriminatory marketing strategy, with some higher margin sales targeted to direct market clientele, but larger volumes needed to cover overhead costs of their operation supported by high volume sales to institutional buyers. Yet, the loyalty of customers is likely to positively influence pricing power (CSA shareowners/members, wholesale buyers who are in long-term partnership may provide stable returns through informal contracts/relationships). These nuanced characteristics are reflected in each model’s box on Figure 1 and in Table 1, which is able to capture the customer types, managerial control and pricing power dimensions explicitly.