Faith in the future: On a mission to integrate sustainability into management theory and practice

This paper considers the future transformation of management theory and practice towards greater sustainability by framing it as a battle competing faiths rather than logics. We apply lens ‘syncretism’, process that describes religious faith interactions to understand critical role ‘missionaries’ ‘believers’ in business progress sustainability. Using analogical reasoning, we argue missionaries believers are characterised varying levels (1) sensibility issues (2) capacity open themselves ‘external’ idea systems worldviews. The type relationships developed amongst these agents may critically shape firm’s performance. article ends with an outline implications for corporate practice, research theory.