Much of the management scholarship on the strategy
performance relationship has focused primarily on the
economic, short- and intermediate-term outcomes
associated with an organisation's strategies. Recently,
however, a largely disparate group of researchers has
challenged the long-term viability of many such
strategies, primarily from environmental and ecological
points of view. Relatively few scholars have vigorously
sought to bridge the gap between these ostensibly
contradictory perspectives. This paper addresses this
gap by defining and elaborating a subdiscipline within
the management field ? Sustainable Strategic Management
(SSM) ? concerned with the development and
implementation of strategies that are sustainable from
both market and environmental perspectives. It serves as
a springboard for scholars who seek to pursue additional
research in this arena. 2008
