Bigelow et al.  propose some interesting ideas. Besides a ‘normal path’, they suggest that issue evolution may follow other patterns such as: a) halted path (issue progression stops because of weakening pressures and increased industry resistance,
(Penna and Geels 2012:1015)
Bigelow, B., Fahey, L. and Mahon, J. 1993. A typology of issue evolution. Business & Society, Vol. 32., pp.18-29.