Toward an Organizational Theory of Sustainability Vision

While vision is considered as the starting point for any transformation process toward sustainability, little is known about how such a vision looks. To fill in a fundamental gap in the corporate sustainability literature, the present study advances a theory of organizational vision into a coherent theory of sustainability vision. It adopts the theory-building approaches of covering-law, enlightenment, and process by comparing and contrasting a diverse set of relevant plausible, logical, empirical, and/or epistemological conjectures so that highlighting occurs to form the substance of the refined theory. The resulting theory of sustainability vision asserts that effective sustainability visions are characterized by the seven attributes of brevity, clarity, future orientation, stability, challenge, abstractness, desirability or ability to inspire and one imagery of stakeholder satisfaction. Relevant propositions and a model are introduced for future research, followed by practical implications.