It was given that the world was changing rapidly. Today thatreality is even more true. The continuous transformational processes thatorganizations go through will become even more relevant. However, theseprocesses can no longer ignore sustainability. Customers are demanding ethical and sustainable products and services,talent is looking to work for companies with a purpose and new regulation iscoming up on a daily basis. It is clear that successful organizations of (andfor) the future will be the ones that have reinvented themselves and takenadvantage of the transformation processes imposed by the impacts of COVID19 –they will adopt a sustainable approach to their continuous transformationaljourney. However, this new approach is not clear, creates tensions andchallenges that are unknown to organizations.

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