This study examines how Lebanese micro, small, and medium-sized enterprises (MSMEs) craft and execute value propositions (VPs) amid ongoing economic, social, and security challenges. By bridging theoretical VP models with real-world applications, it provides insights into transforming VPs into actionable strategies. Using a Participatory Action Research (PAR) methodology, the research spans two years with nine MSMEs across sectors like fashion, retail, home décor, and artisanal crafts. Data was gathered through interviews, workshops, and mentorship, following a four-phase process: defining value, converting value into actionable steps, supporting implementation, and refining strategies. Findings show that Lebanese MSMEs successfully integrate VPs into strategic frameworks by pinpointing core values, establishing targeted actions, leveraging local wins, and maintaining adaptability and continuous assessment. This resilience and innovation underscore MSMEs' role in economic growth and social development. The paper also provides practical guidance for MSMEs to align VPs with strategic objectives, demonstrating that VPs are not merely theoretical but essential for organizational success and resilience, particularly in challenging environments. This research fills a literature gap by detailing a structured process that connects strategy with actionable implementation, specifically tailored for the unique context of Lebanese MSMEs.
