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A strategic framework for developing sustainable value propositions

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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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