How can <scp>SMEs</scp> effectively embed environmental sustainability? Evidence on the relationships between cognitive frames, life cycle management and organizational learning process

Cognitive frames help companies make sense of the intrinsic tensions sustainability issues and influence how they respond to calls for over time. Yet, cognitive have been investigated as a static feature previous studies overlooked evolutionary dynamics that can lead an organization change its own frame. This study observes evolution life cycle management implementation through theory frames. We conducted longitudinal multiple case 10 SMEs involved in European-funded project. Over three-year period we examined approaches changed according different learning mindsets. A total three two mindsets were revealed from analysis, thus providing important contributions. First, are not time, but give more importance environmental cycle. Second, type managers share trigger changes organizational