Sustainability-oriented process innovation and emergent social mission

Szu-Hsin Wu, Sheila Cannon, Paul Coughlan, Aonghus McNabola, Daniele Novara

Research output: Chapter in Book/Report/Conference proceedingConference contribution


In this paper, we explore the question: how does social mission emerge from sustainability-oriented process innovation? Much of the literature on non-profit mission focuses on ‘mission-drift’, when non-profits stray from their mission or overemphasise one particular aspect of mission while neglecting the original mission. This research examines sustainability-oriented process innovation in two non-profit organisations where we extend the frame of evaluation to consider the emergence of unexpected social missions at both sites. We take a constructive perspective on such mission emergence and value the unintended outcomes.
Original languageEnglish
Title of host publicationEuropean Operations Management Association (EurOMA) Conference
Publication statusPublished - 2020
EventEuropean Operations Management Association (EurOMA) Conference - Virtual conference
Duration: 28 Jun 202030 Jun 2020


ConferenceEuropean Operations Management Association (EurOMA) Conference


  • Sustainability-oriented Process Innovation
  • Social Mission
  • Institutional framework


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