This study presents the design and selected results of a comprehensive research on measuring the concept of sustainable entrepreneurship. We used the methodology of conjoint analysis and developed a hierarchical framework that lists all the multi-attributes that exist in the triple bottom line concept. In doing so, we collected data from 150 Greek food companies. The multi-attributes were categorized and ranked into the following four headings: internal social values, external social values, environmental values and economic values. Specifically, we found that (...) the creation of values that improve the safety and hygiene issues of products to consumers is the most important attribute for the ISV domain. Respectively, the most important attribute for the ESV domain is the creation of values that impact on the local economy. Accordingly, the creation of values for minimizing environmental impacts was found as the most important attribute for the ENV domain. And lastly, the establishment of ECV that increase long-run profitability was identified as the most important for the ECV dimension. Finally, all the categorized values offer rich feedback for entrepreneurship scholars and parishioners. And, to that extent, our findings are slightly different from those reported in previous researches to other contexts, as we have managed to build an aggregated instrument that promotes the hybrid nature of food companies towards international development. (shrink)