Although these projects have been showing good results; several firms have lost their focus for working with sustainability after some time. So the question remained ‚Äď how can sustainability become a natural part of strategy processes and practices in companies? An action research project was initiated in 2004 to focus on this question at three large Swedish corporations. The project aim was to further develop the backcasting approach in the context of sustainable development and to present recommendations for the process of implementation of the approach at companies (Lundqvist et al. 2006).
This paper discusses alternative ways of using and integrating the sustainability concept and approaches/practices in firms.
Keywords: Sustainability; corporate strategy; change process; backcasting; scenario