Abstract
In this study, we aspire to contribute to the central themes of the Annual British Academy of Management Conference 2023: institutional engendering of sustainability and sustainability-driven change in organisations. We are particularly interested in adding value to discussions on emerging strategic perspectives of the sustainability phenomenon in the Strategy SIG of the BAM Community. With this in mind, we aim at developing a better understanding of the new institutionalist perspective of a rising phenomenon—strategic transitions of organisations from neo-capitalist approaches to sustainable capitalist approaches.