Sustainability Values and Strategic Innovation in Sustainable Fashion MSMEs: the Dynamic Capabilities Perspective

Authors

  • Jolita Ceicyte-Pranskune Kaunas University of Technology, Lithuania

DOI:

https://doi.org/10.5755/j01.ee.36.3.34747

Keywords:

Strategic Innovation, Dynamic Capabilities, Sustainability Values, Sustainable Fashion, Fashion Industry, Micro, Small and Medium Enterprises (MSMEs)

Abstract

Despite the paradigmatic shift towards sustainable fashion, MSMEs are experiencing additional challenges when making efforts to integrate sustainability values in their innovations. To intensify the transition towards sustainable fashion, there is a need to strategically innovate for MSME. There is a research gap on how MSMEs could effectively select sustainability values and integrate them in strategic innovations with limited resources to gain commercial success and to successfully compete in the market. This research aims to reveal the essential sustainability-related values in MSMEs and the strategic innovation implementation applying the dynamic capabilities perspective. Based on an exploratory qualitative study of sustainable fashion enterprises in Lithuania, this research contributes to the strategic management literature by identifying microfoundations that allow sustainable fashion enterprises to develop dynamic capabilities, as well as to sustainable fashion literature by extracting sustainability values which can enable enterprises to pursue their goals more efficiently.

Author Biography

Jolita Ceicyte-Pranskune, Kaunas University of Technology, Lithuania

Jolita Čeičytė-Pranskūnė holds the position of an Associate Professor in Innovation Management at the School of Economics and Business, Kaunas University of Technology in Lithuania. She was also a Senior Resident Researcher at the Department of Design, Politecnico di Milano in Italy. Jolita Čeičytė-Pranskūnė is systematically developing her research trajectory towards innovations contributing to Sustainable Development Goals, strategic innovation, and self-organization. She is a member of the innovation and ethics research team at the Center for Global R&D and Innovation (GLORAD). Jolita Čeičytė-Pranskūnė has developed guidelines Responsible Business Implementation Methodology for Small and Medium-sized Enterprises in Lithuania and Stakeholder Engagement Guide for Developing Responsible Business, commissioned by the Ministry of Social Security and Labor of the Republic of Lithuania.

Additional Files

Published

2025-06-30

Issue

Vol. 36 No. 3 (2025)

Section

Articles