This chapter presents how the sustainable supply chain management (SSCM) literature has dealt with the diffusion of sustainability, predominantly through the focal firm perspective and the triple bottom line (TBL) paradigm, yet producing interesting ideas, models and guidelines to inspire companies to engage in the sustainability journey. The authorshighlight: (1) the different actors involved in SSCM; (2) the drivers, enablers and barriers of SSCM diffusion, by proposing an integrative framework; and (3) how alternative theoretical lenses have been used and can still be helpful in shedding light on some specific mechanisms and dynamics of SSCM diffusion. Afterwards, in light of recent calls for a renewal of approaches in the SSCM field towards a more holistic approach, and the pursuit of ‘true sustainability’ objectives, the authorsopen new research avenues, emphasizing the interest and benefits of departing from the focal firm and the instrumental logic perspective and adhering to new paradigms in studying SSCM diffusion.
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