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The article presents a study which assessed how formal organizations manage the time paradox in relation to business sustainability. The researchers performed an inductive multi-firm investigation of the climate change-related activities and operations of five gas and oil firms in Canada. They determined four dimensions of the time paradox which described the orientation of companies to the concept of time, such as directionality, speed and linearity. They argued that by looking at these dimensions, researchers can analyze the abilities of enterprise to promote business sustainability.