Strategy is the starting point of organizational behaviour and structure and as such strategic goals with respect to sustainability can form the basis for choices, for example, when it comes to the business model. Complex sustainability challenges have become motives to innovate, reasons for novel innovation trajectories, which could enhance firms’ competitiveness while contributing to sustainable development. Steinmo examines the important role of research centres in developing radical innovation for sustainability and calls out to managers by pointing out specific activities to be undertaken towards this end in different phases of research centre development. The main gap in the understanding is therefore in choosing from the plethora of indicators to measure impact and mostly in taking the holistic perspective on impact and understanding the interrelationships between different kinds of impacts and also potential trade-offs organizations may have to make in creating triple wins.