Creating Adventures in Wonderland: The Journey Metaphor and Environmental Sustainability

@article{Milne2006CreatingAI,
  title={Creating Adventures in Wonderland: The Journey Metaphor and Environmental Sustainability},
  author={Markus Milne and Kate Kearins and Sara Walton},
  journal={Organization},
  year={2006},
  volume={13},
  pages={801 - 839}
}
This paper provides a critical exploration of the journey metaphor promoted in much business discourse on sustainability—in corporate reports and advertisements, and in commentaries by business and professional associations. The portrayal of ‘sustainability as a journey’ evokes images of organizational adaptation, learning, progress, and a movement away from business-as-usual practices. The journey metaphor, however, masks the issue of towards what it is that businesses are actually, or even… 

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