Karthik Krishna proposes a research study to develop an effective process for sustainability-related knowledge transfer from universities to small and medium enterprises (SMEs). The study will address what conditions allow SMEs to transition toward sustainability, how the university-industry link can enable simultaneous knowledge deployment and dissemination, and how to create an environment where universities, large corporations, and SMEs work together toward sustainability. The research focuses on the university-SME link because SMEs lack internal resources and capabilities needed to shift toward sustainability. SME participation is critical to sustainability across whole industries as they are suppliers and subcontractors to larger companies.