Do we even understand “sustainability”?

One thing I note in the currect debate on sustainability and responsibility, is that people seem to have very different personal defitions of what these things mean. So what are the circumstances and consequences of differences in the perception of definition and measurement of “sustainability” and “CSR” between internal and external stakeholders? In this short essay I discuss this question and propose four possible circumstances that firms (and indeed researchers) could face when dealing with CSR and sustainability measurement.