...Jennie Elfving; Pernilla Howard Purpose This study aims to deepen the authors’ understanding of how identity influences opportunity perception in non-profit organizations. The authors expand to the discussion about opportunity perception by including the concepts of organizational identity...

...) and then moves on to taking a closer look at the organizational identity and how it is constructed. Findings – The results from the case study show that the identity perception and the identity construction process are strongly affected by the mission (i.e. the cause) of the organization. Due to limited...