The technological development that results from innovation can lead to considerable environmental impact. Yet, companies and other stakeholders have not done enough to develop strategies for minimizing waste management. The present study contributes to research in this area, by empirically examining the link between the management of technological innovation and sustainability. A case study was carried out to examine the extent to which there is strategic orientation towards both technological innovation and sustainability in a large public university in Brazil. The results show the importance of integrating sustainability activities within the organisation’s corporate strategy: although the researched organisation had sufficient theoretical knowledge about waste management, the lack of an integrated strategy led to uncoordinated attempts at recycling within the university.