“…The majority of peer-reviewed articles have viewed value innovation as an effective strategy for achieving superior performance, a competitive advantage, and sustainable growth, and this has a positive impact on firm performance, profitability, and growth [107][108][109][110][111][112][113]. Furthermore, consistently with earlier studies which validated the positive effect of innovation on a firm's long-term success and sustainable growth [3,6,23,26,27,37,47,48,74,79,88,108,[113][114][115][116][117], the results of this study enabled us to conclude that there is a direct and indirect effect of value innovation on sustainable growth. Overall, the findings of this empirical study, in line with the major trends of the literature on value innovation, demonstrated that the value innovation approach could result in superior performance, a competitive advantage, or sustainable growth.…”