| Summary: | 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. Denna uppsats syftar till att undersöka och beskriva hur en elitidrottsförening arbetar med värdegrundsimplementering för att stärka organisationskultur och strategi. Med utgångspunkt i ovanstående syfte har författaren genomfört en fallstudie av Luleå Hockey, innehållande åtta intervjuer samt observationer. Uppsatsen är kvalitativt baserad men material i form av vetenskapliga artiklar, böcker och rapporter har också visats hänsyn. Forskning understryker att pågående professionaliserings-‐ och kommersialiseringsprocesser inom ideell verksamhet har lett till ett ökat näringslivstänkande, vilket konstateras i fallet Luleå Hockey som medvetet använder strategi. ...
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