Using surveys and interviews with Argentine agribusiness owners and managers, we examine the relative importance of economic, environmental, and social goals in their planning processes. While in one survey, respondents rate these three objectives as equally important, they also prioritize economic goals over environmental and social targets when assigning points based on the importance of decisions made for various sub-categories. Discussions of specific scenarios illuminate goal importance, but also demonstrate that perceived losses can be valuable for understanding how managers think about sustainability in terms of comparative economic gains, social relationships, and different social and economic outcomes. Subsequent analyses suggest that the three categories of the -triple bottom line- are overly rigid and cannot capture the integration among environmental, economic, and social aspects of sustainability. Given these findings, we suggest future directions for research on losses, time scales, and sustainability.
