increasingly become a core business strategy. Research studies in this arena have been centred on industrialised nations, and until …

, however, many executives appear to be unclear as to what their long-term strategy should be, given sustainability. The purpose … of this paper is to add to the strategy-sustainability discussion and explain a conceptual framework that addresses the … explicitly on strategy making, grounded in sound theory. Lastly, to address practicality, a case study of the company, Whole …