The impact of firm value capture strategies on the sustainability of the value creation process as a whole has been little discussed in the literature. Despite contributions by leading scholars on issues pertaining to value capture and value creation, moreover, we still lack a systematic framework of their determinants. Our purpose in this paper is to propose a conceptual framework for value creation and value capture, explore their relationship, and discuss pre-requisites for sustainable system-wide value creation. We then derive propositions and explore implications of our analysis on business strategy and public policy.