Similar to other business models, customers are the primary concern of social enterprises because customers eventually determine the profitability of social enterprises and their financial sustainability to consolidate their social mission. All four cases demonstrated that the key for social enterprises to establish stable seller-buyer relations with customers is to assure high quality and accessible products and services by creating greater values for customers, in return for equivalent gain and profit from those customers (C . . .> S). The value added to the core products and services of the four cases included improved customer physical health and nutrition (as in the drinking products of Case A),