“…Still, the link between corporate sustainability strategies and performance is a matter of ongoing debate (Carballo‐Penela & Castromán‐Diz, 2015; Gao, Gu, & Liu, 2019; Park, 2018), as empirical studies (see Table 1) have unveiled positive (Tang, Walsh, Lerner, Fitza, & Li, 2018; Xie, Nozawa, Yagi, Fujii, & Managi, 2019), negative (Das, 2018), and U‐shaped (Trumpp & Guenther, 2017) findings. An inspection of the literature also suggests that sustainability strategies have been framed—in terms of drivers, nature, and outcomes (Garcia & Orsato, 2020; Melissen, Mzembe, Idemudia, & Novakovic, 2018)—as a Western, developed market phenomenon (Li et al, 2018). There is a dearth of work on the sustainability phenomenon in emerging markets, and as such, its performance relevance is potentially ambiguous in such settings (Honig & Acquaah, 2016; Park, 2018).…”