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Pre-Morphean paradigm - an alternative to modern and post-modern paradigms of corporate sustainability


  • Tarja Ketola

    (University of Vaasa, Finland)


This paper evaluates the ongoing change from modern to post-modern paradigm and identifies a new paradigm. The modern paradigm (EEE) relies on neoclassical economics, egoistic interests and eco-|employee efficiency. The post-modern paradigm (SSS) has been established on the systems approach, stakeholder theory and sustainability. As modernism exploits and post-modernism observes humans and nature, another paradigm is needed to reach genuine corporate sustainability. The pre-Morphean paradigm (MMM) is developing on the triangle of morphic resonance, metamorphosis and Morphean mind. Pre-Morpheanism understands humans and nature. Copyright © 2009 John Wiley & Sons, Ltd and ERP Environment.

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  • Tarja Ketola, 2009. "Pre-Morphean paradigm - an alternative to modern and post-modern paradigms of corporate sustainability," Sustainable Development, John Wiley & Sons, Ltd., vol. 17(2), pages 114-126.
  • Handle: RePEc:wly:sustdv:v:17:y:2009:i:2:p:114-126
    DOI: 10.1002/sd.406

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