Sustainability, Innovation, and Value Creation in Developing Countries: Evidence from Iraq

This paper examines the impact of integrating sustainability performance with innovation performance on value creation in developing countries. The study employs content analysis to assess the levels of sustainability performance and innovation performance in 21 companies listed on the Iraqi Stock Exchange from 2011 to 2022. To test the proposed hypotheses, the study utilizes pooled Ordinary Least Squares (ols) and panel analysis. The findings reveal that sustainability performance and innovation performance positively influence company value, both independently and jointly. Furthermore, the results underscore the importance of investing in innovation processes to achieve a competitive advantage that fosters value creation. The study also highlights the critical balance between the increasing adoption of sustainable technologies in manufacturing and the effective application of diverse innovative technologies across production, operations, marketing, and organizational strategies as integral components of new product development. These findings hold significant implications for strategic decision-making, suggesting that companies in developing nations should pursue sustainable innovation pathways by adopting appropriate technologies and ensuring their long-term viability amid rapid technological advancements.