Value based strategy in elite sports organizations - A Case Study of Luleå Hockey
The purpose of this report is to examine and describe how an elite sports
organization uses implementation of values to strengthen the organizational culture and the strategy. The author has made a case study of Luleå Hockey, consisting of eight interviews and necessary observations. The report is interview based but books, scientific articles and reports have also been taken into consideration.
Research emphasizes that the ongoing commercializing-‐ and professionalizing processes in non-‐profit organizations has led to a greater influence of business thinking, which can be noted in the case Luleå Hockey who knowingly uses strategy. The theoretical framework of the report, however, proves that strategy needs the support of a strong organizational culture in order to be used effectively. To develop an organizational culture that correlate with strategy, the understanding of how to implement values is important.
Luleå Hockey uses strategy and realizes how shared values influence organizational culture, however the procedure where Luleå Hockey implements the values into the organization can still be improved. In elite sports organizations a conflict of interests arises when the non-‐profit fundament of the organization is put in contrast to the profit-‐generating goals, shared values can
therefor be the glue that holds these organizations together.
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