A strategic framework for developing sustainable value propositions

The discussion on firms’ sustainability performance has resulted in business organizations becoming more conscious of issues and implementing strategies to ensure sustainable value propositions. purpose this study is explore that firms could use develop Through an extensive literature review, the proposed a conceptual framework further developed hypotheses suggesting such as stakeholder involvement, flexible decision-making, social environmental values influence were tested through quantitative research analysis using data collected from owners/managers 143 SMEs coastal areas Ghana. supported almost all hypotheses, namely H1, H2, H5-H8 with T-values P-values > 1.96 < 0.05, respectively. This finding indicates three core antecedents propositions contributed 78 percent variations model. However, contrary expectations, result also showed shareholder orientation employee ˂ ˃ respectively, did not support resulting rejecting H3 H4. Despite outcome, concludes are relevant valuable developing AcknowledgmentThis paper was by IGA/FaME/2021/004: SME Innovation Performance, Firm Sustainability Influence Pandemic Entrepreneurial wellbeing.