Abstract. In order to survive, every company needs to achieve sustainable profitability, which is impossible unless there is sustainable value creation. Regarding the fact that sustainability is closely related with concepts of supply chain management, the present paper intends to propose through a conceptual theorization approach a new comprehensive model drawing on concepts of value creation and sustainability from the perspective of supply chain, specifying the dimensions contributing to sustainable profitability. In fact, this model has a tree-like structure depicting the tree of sustainable value creation in supply chain, the outcome of which can be seen on the uppermost branch labeled as sustainable profitability.