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Historically, corporations have struggled to make the leap from randomly using eco-efficiency instruments to making sustainability a key element of their enterprise strategy. Originality/value This paper integrates a selection of various lines of inquiry from the strategic management literature into a counter-intuitive method for integrating sustainability right into a firm’s core enterprise technique. The proposed conceptual frameworks can be utilized, prospectively, to design new sustainability methods, or it may be used, analytically , to understand causes for failure or under-performance in sustainability initiatives.