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Historically, firms have struggled to make the leap from randomly using eco-efficiency tools to creating sustainability a key element of their enterprise strategy. Originality/value This paper integrates numerous diverse traces of inquiry from the strategic administration literature right into a counter-intuitive approach for integrating sustainability into a firm’s core business strategy. The proposed conceptual frameworks can be utilized, prospectively, to design new sustainability methods, or it may be used, analytically , to understand reasons for failure or under-performance in sustainability initiatives.
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