Beyond cost and sustainability: a strategic value creation framework for mobility investments in SMEs

Purpose The purpose and goals of the proposed research are to design and demonstrate a strategic decision-support system for small- and medium-sized enterprises (SMEs) evaluating investments in sustainable mobility under conditions of uncertainty. While the emphasis of existing studies primarily lies on vehicle attractiveness and technical capabilities, the proposed study will adopt a strategic management approach, highlighting the value-creation potential of electric mobility, especially in combination with renewable energy production within the local environment, in uncertain circumstances. Design/methodology/approach The proposed framework is based on the fuzzy multi-criteria decision-making approach, which is based on the Fuzzy Technique for Order Preference by Similarity to the Ideal Solution (Fuzzy TOPSIS) approach. A Strategic Value Creation Index is proposed, which is fuzzy in nature and acts as a fuzzy economic indicator of the value-creating potential of sustainable mobility solutions that cannot be measured using economic parameters such as cost and performance. The framework integrates economic, environmental, and energy-related criteria. It is applied to an illustrative case study involving an SME evaluating alternative sustainable mobility investment options, including electric vehicles with and without photovoltaic energy support. Fuzzy logic is employed to represent uncertainty related to future energy prices, self-consumption levels, and policy incentives, enabling the realistic and flexible assessment of strategic trade-offs. Findings The illustrative application shows how incorporating strategic value creation can influence the relative evaluation of mobility investment alternatives. The proposed solution, which combines electric vehicles and solar energy systems, outperforms other solutions not only in terms of sustainability and cost-effectiveness but also in terms of creating additional value in relation to energy independence, cost predictability, and immunity to market fluctuations in the energy sector. The illustrative results suggest that evaluations based solely on cost efficiency and environmental considerations may overlook strategic opportunities associated with sustainable mobility solutions. The proposed approach illustrates how fuzzy-based value modelling can support strategic clarity in uncertain and dynamic decision-making contexts. Originality/value This research contributes to strategic management literature by shifting the evaluation of sustainable mobility from an efficiency-oriented perspective to a value creation-driven decision framework. The novelty of the current research lies in the development of a strategic value indicator based on fuzziness, which will help realise the concept of value creation in case of uncertainty. This will contribute to the gap present in current approaches to decision support, which do not consider strategic economic considerations. The integration of sustainable mobility decisions and value creation for small and medium-sized businesses will bring both theoretical and practical benefits, as the developed tool is easy to adjust by SME managers.