Abstract
This chapter investigates the PRISMA model for linking agility and sustainability into company strategy. It illustrates a noticeable shift of realizing the importance of finding a balance between long term resilience and adaptation. The former enables companies to fulfill the demands of a dynamic and transforming market while the latter sets out guidelines for their responsible and ethical operation. Although the two paradigms are very important, they are independent of each other most of the time; the relationship between them is the trade-off not the complementary.

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