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Economic wealth is humankind′s most dominant myth. However, this myth must be significantly altered if economic activity and ecological sustainability are to be achieved for posterity. Changing the economic myth means shifting the paradigms which underlie it, and shifting these paradigms means changing the assumptions and values which lie at the heart of business′s relationship to the planet. Research supports the notion that widescale, fundamental change efforts are required to achieve such shifts. Examines the magnitude of the changes which probably will be necessary in order to achieve a truly sustainable society in the future. Discusses the nature of some of the scientific, economic, and management paradigm shifts which need to take place in business organizations before the myth of economic wealth can be truly modified to include Mother Earth.

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Sustainable strategic management emerged from the coevolution of strategic thinking in today's sustainability challenging business environment. Business ecosystems, designed to create socially and ecologically responsible economic opportunities for their members, have emerged as excellent structures for implementing sustainable strategic management strategies along the whole pyramid of coevolving developed, developing, and undeveloped markets. Both the business ecosystem leaders and niche players in these whole pyramid business ecosystems have critical roles to play in formulating and implementing potentially profitable strategies that help reduce the human footprint and improve the quality of human life. Ecosystem leaders need to be responsible for creating and shepherding their business ecosystems' visions of a sustainable future, and niche players need to be responsible for providing the ecosystem with an innovation trajectory designed to make those visions a reality.