Recently, issues such as global warming and ecosystem deterioration have demanded corporate actions towards a responsible orientation to operations. Particularly, manufacturing firms can exhibit such a responsible orientation through the implementation of sustainable operational practices (SOP). Such practices can also pave the way to consolidate the different strategic priorities in manufacturing (SPM) that drive business value. Based on a sample of 412 manufacturing firms in Bucaramanga, Colombia, the purpose of this study is to characterize different portfolios of SOP as well as profiles of firms based on their SPM. Results evidence three forms of SOP, related to: (i) product design and transformation, (ii) supply chain, and (iii) reverse logistics. Furthermore, sampled firms exhibit four main SPM: (i) natural environment and social responsibility, (ii) flexibility, (iii) innovation and efficiency, and (iv) quality and customer satisfaction. Results show that there are remarkable differences regarding SOP related to product design and transformation as well as supply chain across profiles of SPM. Notwithstanding, the extent of implementation of reverse logistics takes place regardless of their SPM. The study contributes to an increased understanding of how firms adopt a more responsible behavior. Furthermore, the study provides evidence concerning the articulation of such organizational response and the priorities to capture value in manufacturing.