A strategic framework for developing sustainable value propositions

Owusu Yeboah, Adwoa Yeboaa; Jibril, Abdul Bashiru; Novák, Petr

dc.title	A strategic framework for developing sustainable value propositions	en
dc.contributor.author	Owusu Yeboah, Adwoa Yeboaa
dc.contributor.author	Jibril, Abdul Bashiru
dc.contributor.author	Novák, Petr
dc.relation.ispartof	Problems and Perspectives in Management
dc.identifier.issn	1727-7051 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.issn	1810-5467 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued	2022
utb.relation.volume	20
utb.relation.issue	4
dc.citation.spage	407
dc.citation.epage	421
dc.type	article
dc.language.iso	en
dc.publisher	LLC CPC Business Perspectives
dc.identifier.doi	10.21511/ppm.20(4).2022.31
dc.relation.uri	https://www.businessperspectives.org/index.php/journals/problems-and-perspectives-in-management/issue-415/a-strategic-framework-for-developing-sustainable-value-propositions
dc.relation.uri	https://www.businessperspectives.org/index.php/journals?controller=pdfview&task=download&item_id=17457
dc.relation.uri	https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/17457/PPM_2022_04_Yeboah.pdf
dc.subject	SMEs	en
dc.subject	sustainability	en
dc.subject	flexible decisions	en
dc.subject	sustainable propositions	en
dc.subject	Ghana	en
dc.description.abstract	The discussion on firms' sustainability performance has resulted in business organizations becoming more conscious of sustainability issues and implementing strategies to ensure sustainable value propositions. The purpose of this study is to explore strategies that firms could use to develop sustainable value propositions. Through an extensive literature review, the study proposed a conceptual framework and further developed hypotheses suggesting that the strategies such as stakeholder involvement, flexible decision- making, and social and environmental values could influence sustainable value propositions. The hypotheses were tested through quantitative research analysis using data collected from owners/managers in 143 SMEs in the coastal areas of Ghana. The data supported almost all the hypotheses, namely H1, H2, and H5-H8 with T-values and P-values of > 1.96 and < 0.05, respectively. This finding indicates that all three core antecedents of sustainable value propositions contributed 78 percent of variations in the model. However, contrary to expectations, the result also showed that shareholder orientation and employee orientation with T-values and P-values of < 1.96 and > 0.05, respectively, did not support sustainable value propositions resulting in rejecting H3 and H4. Despite this outcome, the study concludes that all three strategies are relevant and valuable to firms in developing sustainable value propositions. © Adwoa Yeboaa Owusu Yeboah, Abdul Bashiru Jibril, Petr Novak, 2022.	en
utb.faculty	Faculty of Management and Economics
dc.identifier.uri	http://hdl.handle.net/10563/1011373
utb.identifier.obdid	43883849
utb.identifier.scopus	2-s2.0-85147228647
utb.source	j-scopus
dc.date.accessioned	2023-02-17T00:08:31Z
dc.date.available	2023-02-17T00:08:31Z
dc.rights	Attribution 4.0 International
dc.rights.uri	https://creativecommons.org/licenses/by/4.0/
dc.rights.access	openAccess
utb.contributor.internalauthor	Owusu Yeboah, Adwoa Yeboaa
utb.contributor.internalauthor	Novák, Petr
utb.fulltext.affiliation	Adwoa Yeboaa Owusu Yeboah (Ghana), Abdul Bashiru Jibril (Morocco), Petr Novak (Czech Republic) Adwoa Yeboaa Owusu Yeboah, M.Com, Ph.D. Student, Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic; Assistant Lecturer, Department of Marketing and Supply Chain Management, School of Business, University of Cape Coast, Ghana. (Corresponding author) Abdul Bashiru Jibril, Ph.D., Assistant Professor, Department of Marketing and Strategy, Rabat Business School, International University of Rabat, Morocco. Petr Novak, Ph.D., Associate Professor, Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic.
utb.fulltext.dates	Received on: 18th of May, 2022 Accepted on: 27th of October, 2022 Published on: 13th of December, 2022
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utb.fulltext.sponsorship	This paper was supported by IGA/FaME/2021/004: SME Innovation Performance, Firm Sustainability performance and Influence of Pandemic on Entrepreneurial wellbeing.
utb.scopus.affiliation	Faculty of Management and Economics, Tomas Bata University, Zlin, Czech Republic; Department of Marketing and Supply Chain Management, School of Business, University of Cape Coast, Ghana; Department of Marketing and Strategy, Rabat Business School, International University of Rabat, Morocco
utb.fulltext.projects	IGA/FaME/2021/004
utb.fulltext.faculty	Faculty of Management and Economics
utb.fulltext.faculty	Faculty of Management and Economics
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