%0 Research article
%T “We are already in the frontline” – Sustainable value creation and entrepreneurial orientation in forest-based small and medium-sized enterprises
%A Rusanen, Katri
%A Hujala, Teppo
%A Pykäläinen, Jouni
%D 2026
%J Silva Fennica
%V 60
%N 1
%R doi:10.14214/sf.25001
%U https://silvafennica.fi/article/25001
%X Sustainability challenges such as climate change and biodiversity loss have a great impact on the operating environment of companies. Business actors have increasingly sought answers to these challenges. A range of innovations, technologies and business models have been developed. Little is however known about those companies and entrepreneurs that strive for solving sustainability challenges. Sustainability-oriented entrepreneurship has interested researchers for a while. Nevertheless, studies have not thoroughly focused on forest-based services and related business models and value creation. This multiple case study investigates how the operating environment and entrepreneurial orientation are entailed in sustainability-pursuant value creation. We interviewed nine sustainability-oriented small and medium-sized enterprises providing forest-based services. The results indicate that the companies feature several entrepreneurial capabilities that enable them creating sustainable value. They are positively oriented towards future and consider their business as a solution to focal sustainability challenges. The companies’ operating environment can support the emergence and long-term development of sustainability-oriented businesses and innovations, and hence collaboration with stakeholders is essential for sustainable value creation. However, the established forest-based sector and existing support system have created tensions for the development of the sustainability-oriented businesses. The companies strive actively for making an impact on their operating environment to create sustainable value with and for their stakeholders. This study advances empirical research on sustainable value creation and entrepreneurship. Overall, this paper suggests that sustainability-oriented entrepreneurs need more collaboration and support for scaling up the solving of sustainability challenges.