The article explains how internally generated goodwill (IGG) is created by the interaction of different assets in a company, leading to increased firm value. Traditional methods of valuing IGG have limitations as they do not show how goodwill is formed. By using Choquet’s capacities, which are non-additive aggregation operators, the researchers developed a model that demonstrates how specific synergies between assets result in the emergence of IGG. Testing the model on the U.S. High Technology sector showed that it outperformed the standard residual income model in forecasting enterprise value accurately.