THE IMPORTANCE OF BEING PARADOXICAL. A Paradox Approach to Foster Sustainability

In addressing sustainability issues, companies face many conflicts between thethree dimensions of sustainability (e.g., environmental and social economic goalsand demands versus economic ones). Tensions in sustainability can generatecomplex challenges for organizations, due to the many different aspects involved--characterized by different perspectives, logics, resources, regulations, etc.--andtherefore weaken their sustainability efforts. The current study aiming atempirically investigating whether the mere experience of sustainability tensionscan undermine companies' sustainability performance, and if an organizationalparadox approach can support companies in mitigating their possible negativeimpact. A quantitative analysis has been performed on original survey data abouttensions, paradox approach and performance in sustainability. The analysis revelsthat experiencing corporate sustainability tensions negatively affects sustainabilityperformance of companies, and a paradox approach helps to moderate thisnegative impact, even if it is not able to reverse it completely.