The days of corporate greening are over. Many companies kicked off their sustainability strategies decades ago by picking the low-hanging fruit. But there is nothing left within arm’s reach to pick. Now we expect companies big and small to demonstrate their contribution to broader societal and environmental sustainability challenges beyond firm boundaries.

Sustainable business has been taught and researched in business schools for decades. For nearly as long, proponents have warned about barriers to genuine integration of sustainability in business schools. This article explores three types of fit: technical, political and cultural.

The project SUSTEIN is looking at localized translations of transnational sustainability standards in Kenya, the United Arab Emirates and corporate headquarters in Europe.