“…Some studies suggest that innovations are fundamental to the introduction of sustainable products, services and new sustainability practices and ultimately the creation of sustainable value (Aboelmaged & Hashem, 2019; Klewitz & Hansen, 2014; Knight, Megicks, Agarwal, & Leenders, 2019; Zhang & Walton, 2017). SMEs that pursue sustainable innovations are more likely to do so under certain conditions: (a) when they face uncertainty in their environments (Del Brío & Junquera, 2003); (b) when they have increased access to slack resources (Álvarez Jaramillo, Zartha Sossa, & Orozco‐Mendoza, 2019; Del Brio & Junquera, 2003; Del Giudice et al, 2017; Halme & Korpela, 2014; Klewitz & Hansen, 2014; Viesi, Pozzar, Federici, Crema, & Mahbub, 2017); (c) when they are owned and managed by individuals with strong sustainability values (Klewitz & Hansen, 2014; Melander, 2018); (d) when they have large stakeholder networks (Del Giudice et al, 2017; Klewitz, 2017; Veronica, Alexeis, Valentina, & Elisa, 2019), and (e) when they have strong absorption capacities and simplified structures to utilise new knowledge (Aboelmaged & Hashem, 2019; Bos‐Brouwers, 2010; Johnson, 2017; Schaltegger & Wagner, 2011). For such SMEs, their goal may be to ensure that in the process of creating their economic value, value for multiple stakeholders is simultaneously created.…”