A company's need for an effective and suitable corporate strategy is higher than ever due tofierce and increasing competition in the current business landscape. In order for companies tofinance their chosen corporate strategy, as for instance conduct investments for growth, theyneed proper funding. Moreover, the capital structure defines and outlines a company’s availablemix of debt and equity. Financial theories and studies further conclude that it is paramount forcompanies to understand the relationship between the corporate strategy and the capital structurein order to remain competitive. However, the current amount of empirical studies that have beenconducted in this area is very limited. Therefore, this study has analysed and examined therelationship between the corporate strategy and the capital structure for small and medium-sizedenterprises (SMEs) in the Swedish manufacturing industry. Indeed, the purpose of the study is toexamine this relationship. The study has been executed by conducting five case studies where five different SMEs in theSwedish manufacturing industry have been analysed. The companies represent both familyownership as well as ownerships via external investors. The five case studies consisted of semistructuredinterviews with the CEO of each firm. A questionnaire was also provided to the fiverespondents, which enhanced the possibility to benchmark the results from the companies. The results of the study indicate that the relationship between the corporate strategy and thecapital structure differs depending on a company’s type of ownership. In conclusion, forexternally owned companies (e.g. owned by private equity companies), the corporate strategytends to drive the choice of capital structure. On the other hand, for companies owned by thefounding families, the relationship seems to be inverted where the capital structure rather drivesthe choice of corporate strategy. / Ett företags behov av en effektiv och passande företagsstrategi är högre än någonsin på grund avhård och ökande konkurrens på den nuvarande marknaden. För att ett företag skall kunnafinansiera sin valda företagsstrategi, som exempelvis att genomföra investeringar för tillväxt,krävs det en väl avvägd finansiering. Vidare definierar och beskriver kapitalstrukturen ettföretags tillgänglighet gällande dess mix av skulder och eget kapital. Samtidigt visar finansiellteori och studier på området att det är av största vikt för företag att de förstår sambandet mellandess företagsstrategi och kapitalstruktur för att de skall kunna förbli konkurrenskraftiga. Dock ärantalet studier som är gjorda på området mycket begränsade. Således har denna studie analyseratoch undersökt sambandet mellan företagsstrategin och kapitalstrukturen för små och medelstoraföretag (SMEs) inom den svenska tillverkningsindustrin. Studien har utförts genom att genomföra fem fallstudier där fem olika små och medelstoraföretag inom den svenska tillverkningsindustrin har analyserats. Företagen representerar bådefamiljeägda företag samt företag ägda av externa investerare. De fem fallstudierna bestod avsemistrukturerade intervjuer med VDn för respektive bolag. Ett frågeformulär distribueradesockså till de fem respondenterna för att kunna möjliggöra en jämförelse av resultaten från bolagen. Resultaten av studien indikerar att sambandet mellan företagsstrategin och kapitalstrukturenvarierar beroende på typ av ägarskap av ett bolag. Sammanfattningsvis så tenderar valet avföretagsstrategi att driva valet av kapitalstruktur för bolag ägda av externa investerare(exempelvis bolag ägda av private equity-företag). Å andra sidan tenderar förhållandet snararevara inverterat för företag ägda av sina grundarfamiljer, där kapitalstrukturen snarare driver valetav företagsstrategi.

The purpose of this thesis is to study how international Swedish plastics manufacturing companies have responded to covid-19 in terms of changes regarding corporate and business unit strategy and global sourcing. As research type a case study consisting of three case companies was applied. Mainly qualitative data using interviews were collected. The conclusions are that a regionalisation of the location of business units of a corporate group and a regionalisation of corporate strategies may take place and that covid-19 may enhance the process of regionalisation of sourcing of the case companies, which may lead to somewhat safer deliveries from suppliers, but higher prices for the case companies. It is suggested that in times of crisis, two types of SWOT-analyses should be made. One SWOT-analysis should cover strategic issues and thus be part of a strategy formulation process and lead to contingency strategies. The second SWOT-analysis should cover global sourcing issues and lead to contingency plan from a sourcing perspective. / Syftet med uppsatsen var att studera hur internationella svenska företag inom plastbranschen har svarat på covid-19, vad gäller förändring i företags- och affärsenhetsstrategi och globala inköp. Som forskningstyp valdes en fallstudie med tre fallföretag. Huvudsakligen kvalitativa data samlades in, genom intervjuer. Slutsatserna är att regionalisering avseende lokalisering av en koncerns affärsenheter och regionalisering av företagsstrategier kan ske och att covid-19 kan förstärka processen med regionalisering av fallföretagens inköp, vilket kan leda till något säkrare leveranser från leverantörer, men högre priser för fallföretagen. Det föreslås att det i kristider bör upprättas två typer av SWOT-analyser. En SWOT-analys bör avse strategiska frågor och vara del av strategiformuleringsprocess och leda till eventualitetsstrategier. Den andra SWOT-analysen bör avse globala inköpsfrågor och leda till en eventualitetsplan utifrån ett inköpsperspektiv.

Bakgrund: När covid-19 spred sig i Sverige under våren 2020 blev både samhället, näringslivet och andra samhällsfaktorer drabbade. Regeringen utformade flera restriktioner under årets gång och speciellt drabbad blev restaurang- och hotellbranschen. För företagen blev det snabbt viktigt att anpassa sig och tillämpa rätt strategi för att överleva. När covid-19 drabbade världen i modern tid skapade det ett unikt tillfälle att undersöka vilka faktiska strategival företag har tillämpat under en kris. Syfte: Syftet med studien är att nå en djupare förståelse i hur företag arbetat med strategiförändringar till följd av covid-19 och hur planering används i företags strategiarbete. Metod: I denna studie tillämpas en kvalitativ forskningsmetod med en abduktiv ansats. För att kunna undersöka forskningsfrågan har en intervjustudie gjorts. Data har samlats in genom semistrukturerade intervjuer från sex olika företag som ligger till grund för empirin. Slutsats: I studien framkommer det att samtliga företag har arbetet med att tillämpa nya strategiförändringar för att kunna fortsätta bedriva sin verksamhet till följd av covid-19. Företagen har inte använt någon långsiktig planering vid deras strategiarbete. Deras strategiarbete i covid-19 har istället handlat om kortsiktig planering, samarbete, kommunikation och kreativt entreprenörskap. / Background: When covid-19 spread in Sweden in the spring of 2020, both society, business and other important societal factors were affected. The government designed several restrictions during the year and the restaurant and hotel industry was particularly affected. For companies, it quickly became important to adapt and apply the right strategy to survive. When covid-19 hit the world in modern times, it created a unique opportunity to examine strategy choices companies have applied during a crisis. Purpose: The purpose of this study is to gain a deeper understanding of how companies worked with strategy changes as a result of covid-19 and how planning is used in companies' strategy work. Method: In this study, a qualitative research method with an abductive approach is applied. In order to investigate the research question, an interview study has been conducted. Data have been collected through semi-structured interviews from six different companies that form the basis of the empirical data. Conclusion: The study shows that all companies have had to apply new strategy changes in order to stay in business due to the covid-19. The companies have not used any long-term planning in their strategy work. Their strategy work in covid-19 has instead focused on short-term planning, collaboration, communication and creative entrepreneurship.

This thesis aims to conduct a market analysis of the Swedish grocery retail market, with a primary focus on the current market competition and strategic choices. The market analysis is done in order to investigate whether insufficient competition is a contributing factor to the high food prices today. Furthermore, the essay aims to identify and evaluate the strategies used by market players. The market analysis has been conducted by using the Structure-Conduct-Performance model as a theoretical framework to map out and analyse the market's structure, strategy, and outcomes. Over the past year, the prices of groceries have increased drastically, resulting in significant media coverage of the market. The high prices, combined with the timeliness of the topic, justifies the choice of the essay’s subject. The methodology used in the essay is a combination of qualitative and quantitative methods. The market structure is analysed for two different years, 2012 and 2021, in order to enable the evaluation of the firms’ strategic choices. In the thesis’ conclusion, it is stated that the Swedish grocery retail sector is an oligopoly market with high market concentration, where the three largest firms account for 90 percent of the market shares. The market structure is a result of the underlying demand and the barriers of entry identified in the thesis. The strategies processed in the thesis are vertical integration, customer bonus systems, mergers and acquisitions, and price strategies. The evaluated strategic choices of the companies are deemed effective for increasing their market power, while also inhibiting competition and making market entry difficult. Because of this, the market outcome is considered not to be fully functional from a welfare perspective. Furthermore this study allows the assumption to be made that the current competitive situation is a contributing factor to today's high food prices. / Uppsatsen syftar till att göra en marknadsanalys av svensk dagligvaruhandel, med stort fokus på den rådande konkurrenssituationen. Detta görs för att utreda huruvida bristfällig konkurrens är en bidragande orsak till dagens höga matpriser eller inte. Vidare syftar uppsatsen till att kartlägga samt utvärdera de strategier som marknadens aktörer använder sig av. Marknadsanalysen har genomförts med Structure-Conduct-Performance-modellen som teoretisk grund för att kartlägga samt analysera marknadens struktur, strategi och utfall. Priserna på dagligvaror har under det senaste året ökat drastiskt, vilket har resulterat i att marknaden har getts stort medialt utrymme. De höga priserna i kombination med ämnets aktualitet motiverar valet av uppsatsämne. Metodvalet i uppsatsen är en kombination av kvalitativ och kvantitativ metod. Marknadsstrukturen undersöks för två olika år, 2012 och 2021, med anledning att möjliggöra utvärdering av aktörernas strategival. I uppsatsens slutsats konstateras det att den svenska dagligvaruhandeln är en oligopolmarknad med hög marknadskoncentration där de tre största aktörerna står för 90 procent av andelarna på marknaden. Marknadsstrukturen är ett resultat av den grundläggande efterfrågan som finns, samt de etableringshinder som identifierats i uppsatsen. De strategier som behandlas i uppsatsen är vertikal integration, kundbonussystem, fusioner och förvärv samt prissättningsstrategi. Dessa strategival utvärderas som effektiva vad gäller utökandet av aktörernas marknadsmakt, samtidigt som de hämmar konkurrens och försvårar för nyetablering på marknaden. Detta leder till att marknadens utfall inte ses vara helt välfungerande utifrån ett välfärdsperspektiv. Efter genomförandet av denna studie görs dessutom antagandet att den rådande konkurrenssituationen är en bidragande orsak till dagens höga matpriser.

網際網路是繼電子計算機發明後，帶給人類最大衝擊的一項革命，它突破了地理的籓籬，資訊的流動可以在極短暫的時間內跨越國界，這是其他媒體所望塵莫及的。而這種傳播特性最為人所詬病的問題之一，就是網路謠言的充斥。透過E-mail、BBS、NEWS、WWW等各種不同的管道散播出來的謠言，不僅可能造成個人的名譽受損、企業的形象破壞，許多的犯罪手法也因而產生。就企業主而言，網路謠言的殺傷力莫過於對公司形象與品牌聲譽的損害，而如何防範與澄清消息的正確性，已成為企業公關與危機管理的重要一環。 本研究則分析現有的謠言與消息來源理論，探討謠言的結構、傳播過程以及其社會心理成因等，並比較電腦中介傳播 (CMC) 與一般謠言口耳相傳 (FtF) 之下的謠言特性，以及探討傳統大眾媒體與網路媒介傳播謠言效果之差異，歸納出影響謠言傳播的可能因素包括謠言的可相信度、渾沌不安、訊息特性、涉入度、網路訊息惰性、人口統計變數與網路使用行為等。利用這些可能的變數，本研究設計兩組實驗來衡量謠言散播與闢謠效果，實驗一利用可相信度與渾沌不安兩個變數操弄謠言，並以小樣本的散播實驗來衡量謠言操弄的結果，探討謠言散播模式與影響變數，並以計數器追溯謠言散播的情形，來了解謠言散播的真實面貌；實驗二則以類似的實驗方法，選擇一則已發生的網路謠言案例來研究謠言散佈模型，並以發送闢謠信件的方式來探討其謠言防治效果。 實驗一在經網路謠言散播實驗之後，發現操弄變數的差異並不顯著，故實驗一改採Regression檢定，最後發現可相信度、訊息特性與渾沌不安是影響謠言散播的主要因素，網路訊息惰性則對謠言散播有間接影響效果，而可相信度有部分的中介效果；在電子郵件闢謠實驗方面，實驗二發現可相信度與網路訊息惰性對訊息的散播有顯著影響效果，而可相信度有部分的中介效果。由此可知，兩個實驗的散佈模式並不相同，其原因有可能是因為涉入度的差異。另外，兩個實驗皆發現經由電子郵件散播的訊息符合創新採用理論，其中實驗一的謠言與實驗二的闢謠訊息為Rogers所說的不完全散佈模式，而實驗二的謠言則為所謂的「S」形創新散佈曲線。 此外，本研究利用謠言的追蹤計數，得到了散播曲線與訊息散播方程式，並估計而求出了謠言的散播速度。由追溯的結果得知，網路謠言傳播的速度十分快速，尤其實驗二的謠言在第2.2日時就達擴散曲線的反曲點，一星期內散佈的人數高達原來樣本數的兩倍；相反的，不被眾人散播的謠言可以在短短幾天之內就趨於平息。而本研究也對網路訊息的「散播者」與「非散播者」作出比較，發現散播者的散佈可能性、對謠言的相信度、渾沌不安等都比非散播者高，但網路訊息惰性則較低。在粗淺的瞭解這群可能的網路「意見領袖」之後，企業界可以專注於這群人作有效的闢謠公關活動，讓網路謠言的管理更有效率。 最後，本研究彙整謠言的應對策略，並對企業因應謠言的危機管理的模式，提出許多的方案與建議，讓企業界在面對網路謠言時，能有參考的依循，並將損害減至最低。 / Not only has the internet increased the efficiency of communication, it has also brought out severe crises in the real world. Messages can be circulated all over the world in just seconds. As a result, geographical barriers have been virtually broken down. However, while rumors and hoaxes can easily be distributed through e-mail, BBS, news group, and so on, such false information may cause severe damage to individuals and corporations concerned, even trigger criminal offenses. How to prevent potential damage of commercial reputations which may cause by internet rumors and clarify the existing grapevines is one of the most important issues each corporation needs to address in the present information society. This thesis is inclined to find out the differences between Computer Mediated Communication (CMC) and Face-to-Face (FtF) Communication in terms of the variables which affect the diffusion of rumors, i.e. Credibility, Anxie-uncertainty, Message Property, Involvement, Internet Inertia, demographical variables, and personal internet behavior. Two experiments are designed in this research. Exp.1 operates Credibility versus Anxie-uncertainty into four rumors and illustrates the correlation between Diffusion Possibility and each of the aforesaid independent variables which can facilitate establishing the diffusion model for Internet Rumors accordingly. Exp.2 is an empirical study based on the diffusion model built up in Exp.1. A pre-selected existing rumor is used as the research sample. It remodels the rumor diffusion and measures the clarification effect through e-mail as well. Moreover, both experiments use Site Meter to trace the mechanism of rumor diffusion. Numbers of the rumor being viewed and its responses and clarifications can be easily counted. According to experiments, Credibility and Anxie-uncertainty are originally well operated in pretests. However, the manipulated variables are not fully distinguished in Exp.1. Hence, Regression is employed to test the hypotheses and as a result, Credibility, Anxie-uncertainty, and Message Property are the key variables that directly influence rumor diffusion in Exp.1 while Internet Inertia has indirect effect on the outspread of a rumor. In Exp.2, both Credibility and Internet Inertia play important roles in the diffusion behavior while Credibility acts as a partial mediating variable in this case. Additionally, this research also shows the possibility and degree that Involvement might be the factor which causes discrepancy between these 2 models. However, it needs to be confirmed by further research. Moreover, both models fit the Distribution Theory of Innovations developed by Rogers. Rumors in Exp.1 and clarify message in Exp.2 are both Unsuccessful Diffusion while rumor in Exp. 2 belongs to S-shaped Normal Diffusion. Incidentally, diffusion curves and the function of rumor diffusion are obtained to work out through simulation equations and so are the diffusion rates, which surprised us for their rapid distribution. The inverse point was reached in the 2.2 days after the rumor message was distributed in Exp.2, and almost two folds of the original group numbers were reached in just one week. On the other hand, rumors which were not circulated would be quelled in few days. Comparisons between the Distributor and the Non-distributor in the Internet society are also made in this study in facilitating the management of corporate grapevines. The Distributor believes rumors and are more aggressive in rumor distribution and shows higher Anxie-uncertainty, while their Internet Inertia are lower than Non-distributor. Knowing more about the so-called Internet “Opinion Leader” helps corporations focus on crisis management by initiating effective public activities not only because they are cores of grapevines but are also easier to approach than others. Finally, various corporate strategies of confining rumors are developed in the thesis. Suggestions and alternatives are provided in conclusion. Corporate administrators can therefore take them for reference when dealing with rumor-caused crises.

Made available in DSpace on 2016-04-25T16:45:17Z (GMT). No. of bitstreams: 1 Mozart Nino.pdf: 747699 bytes, checksum: a30b483618c5881318f511a95142084f (MD5) Previous issue date: 2009-06-29 / This work intends to explore what a company should do and also how to do it, to offer to society social action projects, which could be seen and accomplished as business opportunities, innovation and competitive advantage. And also to present some management and planning tools and models which would help to put together a social dimension to the economic and environmental dimensions, in an integrated planning, decision making and execution of its corporate strategy, which contemplate the interdependence and the convergence of both company and society concerns in the core of the company strategic management process / Este trabalho se propõe a explorar o que uma empresa deveria fazer e também como fazê-lo, para oferecer à sociedade projetos de ações sociais que pudessem ser percebidas e realizadas como oportunidades de negócios, de inovação e de vantagem competitiva. E também a apresentar algumas ferramentas e modelos de gestão e planejamento, que permitiriam juntar uma dimensão social às dimensões econômica e ambiental, em um processo integrado de planejamento, tomada de decisão e execução de estratégia empresarial, contemplando uma interdependência e convergência dos interesses da empresa e da sociedade no centro estratégico da gestão da empresa

<p>The starting point for this study is the question of why organizational visions are often interpreted by employees as unintelligible and insignificant. The knowledge gap in this area makes the study of communication about vision and goals both urgent and interesting.</p><p>Accordingly, the purpose is to advance knowledge on communication processes in organizations through description and analysis of communication about strategy, encompassing vision, strategic objectives and common values, in a company.</p><p>A case study design was chosen and a longitudinal qualitative study was conducted in the company, from April 1998 to January 2000. A combination of methods were used, including participant observation, discourse analysis and interviews.</p><p>Communication about the strategy followed a typical top-down model, starting on group level and ending on department level. In this process, Balanced Scorecard was used as a tool to communicate the strategy.</p><p>It was concluded that visions formulated by top managers met different realities constructed by managers at lower levels in the company. Managers’ attitudes, knowledge and interpretations were important individual factors that influenced communication about the strategy. Employees did not have the same detailed knowledge of the strategy as the managers, nor were they given the same opportunities to obtain it.</p><p>The discourse analysis reveals power structures, conflicts, individual attitudes and perspectives. The study thus results in a deep understanding of communication problems in the organization.</p>

The starting point for this study is the question of why organizational visions are often interpreted by employees as unintelligible and insignificant. The knowledge gap in this area makes the study of communication about vision and goals both urgent and interesting. Accordingly, the purpose is to advance knowledge on communication processes in organizations through description and analysis of communication about strategy, encompassing vision, strategic objectives and common values, in a company. A case study design was chosen and a longitudinal qualitative study was conducted in the company, from April 1998 to January 2000. A combination of methods were used, including participant observation, discourse analysis and interviews. Communication about the strategy followed a typical top-down model, starting on group level and ending on department level. In this process, Balanced Scorecard was used as a tool to communicate the strategy. It was concluded that visions formulated by top managers met different realities constructed by managers at lower levels in the company. Managers’ attitudes, knowledge and interpretations were important individual factors that influenced communication about the strategy. Employees did not have the same detailed knowledge of the strategy as the managers, nor were they given the same opportunities to obtain it. The discourse analysis reveals power structures, conflicts, individual attitudes and perspectives. The study thus results in a deep understanding of communication problems in the organization.

Made available in DSpace on 2010-04-20T20:21:00Z (GMT). No. of bitstreams: 1 136784.pdf: 1094472 bytes, checksum: 2935337163a0e49228c603a9dfe4cd25 (MD5) Previous issue date: 2005-03-29T00:00:00Z / The current business environment is aggressively changing towards both increasing competitiveness and turbulence. This scenario demands deep knowledge of customers’ needs, an accurate sense of opportunity and the ability of taking risks. This is the context in which the technology and know how to change data into value information is fundamental to provide timely support for the decision process. Both modern companies’ Corporate Strategic Planning and Information Technology Strategic Planning has been coordinated built, aspiring to achieve company fundamental goal: to increase its value in long run. This work will briefly discuss some vision about corporate strategy and the necessity of alignment of this strategy with IT. Besides, we will analyze the case of a successful development and pioneer implementation of a Decision Support System in a Diagnosis Center in São Paulo. The case analysis is based on four groups of factors: Information Technology, artificial intelligence systems, human resources and organizational context. The conclusion reinforces the relevance of strategic alignment and illustrates the positive results that can be expected achieving it. / O atual ambiente de negócios crescentemente competitivo e turbulento requer das organizações modernas conhecimento profundo sobre as necessidades dos clientes e uma percepção de oportunidades e arrojo não triviais. Neste contexto, a transformação de dados em informações oportunas e precisas é fundamental para subsidiar a gestão. O Planejamento Estratégico Empresarial (PEE) e da Tecnologia da Informação (PETI) vêm modernamente sendo construídos para, de forma alinhada, atender o anseio maior da empresa, qual seja, maximizar seu valor a longo prazo. Este trabalho descreve sucintamente algumas visões sobre estratégia corporativa, sobre a necessidade de alinhamento desta estratégia com a TI e analisa o caso de implementação de um Sistema de Apoio à Decisão pioneiramente desenvolvido e implementado num grande Centro de Diagnósticos Médicos localizado na cidade de São Paulo. A análise do caso está fundamentada na literatura e nas vivências profissionais do pesquisador e fundamenta-se em quatro grandes grupos de fatores: tecnologia da informação, sistemas de inteligência artificial e do conhecimento, recursos humanos e contexto organizacional. A conclusão reitera a importância do alinhamento estratégico e ilustra os resultados positivos que dele se pode esperar.

Made available in DSpace on 2010-04-20T20:51:58Z (GMT). No. of bitstreams: 3 127151.pdf.jpg: 17569 bytes, checksum: 9700692d53395fd16226da6d423e4970 (MD5) 127151.pdf: 555565 bytes, checksum: 2384178515c9200741e58aaf0e7b9ea4 (MD5) 127151.pdf.txt: 214392 bytes, checksum: b8727bdd9f7958d47fa9d5ed7662c935 (MD5) Previous issue date: 2004-12-16T00:00:00Z / O terceiro setor vem atraindo atenções crescentes da sociedade, das empresas e do governo. Toda semana deparamo-nos com reportagens sobre aquele setor ou sobre o trabalho de suas organizações. O tema responsabilidade social das empresas está na moda. O governo Brasileiro tem procurado, através de legislação e parcerias, normatizar e aproveitar a energia do setor. Vimos surgir, nos últimos anos, uma profusão de cursos, acadêmicos e gerenciais, destinados à “profissionalização” das ONGs e entidades similares. O objetivo do presente estudo é entender um desses aspectos administrativos, o da estratégia, aplicado ao terceiro setor. Para tal, foi feita uma análise macro do setor, uma descrição de seus principais “players” e foram analisadas as características básicas e distintivas deste setor em relação ao setor produtivo, para se descrever o ambiente de estudo. Foi escolhida para estudo de caso uma organização de grande visibilidade do terceiro setor e procurou-se descrever sua história, suas características, seus fatos e seu discurso, para ser possível uma interpretação de sua linha estratégica e de seus fatores de sucesso. Os resultados da pesquisa mostram que a estratégia da organização estudada é definida pela visão de seu líder e fundador, e apoiada em características do projeto original da organização, um grupo de percussão que se tornou uma banda. Também se constatou que seu sucesso pode ser atribuído às suas várias “eficiências”, bastante diferente da lógica de eficiência das empresas privadas. Também foi feita a consideração dos cuidados para utilização, nas organizações do terceiro setor, dos modelos e técnicas administrativas oriundas do conhecimento desenvolvido originalmente para as empresas privadas. O propósito da presente pesquisa é contribuir para o acúmulo de conhecimento acadêmico na área de estratégia organizacional, especialmente estratégia em organizações do terceiro setor, e para as práticas de gestão de suas organizações. / The third sector have been attracting more and more attentions from society, firms and government. Every week, one easily stumbles upon news about that sector or the work of its organizations. Firm’s social responsibility is a subject in fashion. The Brazilian government has pursued trough legislation and partnerships, the constitution of norms and to make the best of the sector’s dynamism. One saw arise, in the last years, a profusion of courses, both academic and managerial, aiming the development of professional skills in the Non Government Organizations – NGOs and similar identities/ institutions. The goal of this study is to understand one of those administrative approaches, the strategy approach, applied to the third sector. To attain such goal and describe the study context, a macro analysis of the sector and a description of the main players are made, as well as, the analysis of the basic and distinctive characteristics of that sector in comparison with the productive sector. A well known organization of the third sector was chosen for a case study. Through the descriptions of its history, characteristics, facts and discourse, the author seeks to obtain an interpretation of its strategic line and its successes factors. The research results show that the strategy of the studied organization is defined by the vision of its founding leader, supported in the very first characteristics of the original organization’s project: a percussion group that became a band. Moreover, one could see that its success can be ascribed to its several “efficiencies”, a lot different from the efficiency logic of the private firms. It is also made some considerations of the precautions to be taken when models and administrative techniques, originally developed for the private firms, are utilized by NGOs. The purpose of this study is to contribute for the academic knowledge accumulation process in the organizational strategy field, especially strategy for NGOs, and for the managerial practices of such organizations.