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Purpose This study aims to examine the relationship between personal values and small and medium enterprise (SME) innovation in Minangkabau, a Muslim ethnic group in Indonesia. Design/methodology/approach A quantitative approach was used to survey 400 small business owners. Structural models were estimated using WarpPLS. Findings The study established that SME owners had mixed values. This highlights the context of entrepreneurship because it provides an understanding of the links between personal values and some innovation-related constructs. Research limitations/implications The study made a little comparison of personal values in other Muslim societies. It is beneficial as a reference for future studies on comparisons between the Minangkabau and other ethnic Muslim groups. Practical implications Minangkabau small enterprise entrepreneurs need reflection on their values and business innovation because integrating these two aspects strengthens business identity. Social implications The entrepreneurs may need to balance personal and socio-cultural values to implement both business innovation and social harmony successfully. Originality/value To the best of the authors’ knowledge, this is the first study that takes into account the innovation concept. It examines personal values related to some concepts on innovation. It can partly be explained by the high level of religiosity in the Minangkabau ethnic group.
Games et al. (Wed,) studied this question.