Landing sustainable innovation values in business management

Introduction: Values define the organizational culture, identity, and other essential attributes of the company. Hence the importance of their definition, which must be assumed by all parties involved, and if possible be aligned with them. This is especially relevant in companies seeking sustainability-oriented innovation. Methodology: In this work, we analysed 234 studies focused on sustainability-oriented innovation, in order to learn about the values that govern these types of organizations and how they are put into practice. In the research conducted, we found four types of values that influence the implementation of sustainabilityoriented innovation in the company: institutional values, organization’s values, individual values and consumer values. Results: The implementation of these values in the company is problematic due to a lack of knowledge about them and show the need for symbiotic learning. We present a conceptual framework of sustainability-oriented innovation values that is not static but feeds back. Likewise, we collect innovative practices of sustainability-oriented companies, organized according to the typology of values studied. Conclusions: Sustainable innovation in companies is deeply influenced by a complex interplay of institutional, organizational, individual, and consumer values. Continuous learning and adaptability driven by strong leadership and stakeholder engagement, are crucial for embedding sustainability into corporate practices and achieving long-term sustainable development goals. ; European Union Erasmus + ; Depto. de Marketing ; Fac. de Ciencias Económicas y Empresariales ; TRUE ; pub