Design methodology approach: This paper is based on extensive empirical studies focusing on the role of values at the corporate; country and store levels in the retail company IKEA and a comparison of the results with data from Starbucks; H&M and Body Shop. The theoretical point of departure is a business model based on the service-dominant logic (SDL) on the one hand and control through values focusing on social and environmental values forming the basis for a sustainable business.
Findings: Based on a comparative; inductive empirical analysis; five principles for a sustain-able values-based service business were identified: (1) Strong company values drive customer value; (2) CSR as a strategy for sustainable service business; (3) Values-based service expe-rience for co-creating value with customers; (4) Values-based service brand and communica-tion for values resonance and (5) Values-based service leadership for living the values. A company built on an entrepreneurial business model often has the original entrepreneurâ€™s va-lues and leadership style as a model for future generations of leaders. However; the challenge for subsequent leaders is to develop these values and communicate what they mean today.
Orginality value: We suggest a new framework for managing values-based service to create a sustainable business based on values resonance.
Keywords: Values-based service; corporate values; foundation values; CSR; value-in-use; values resonance; sustainable service business; service experience; service brand and commu-nication; service leadership