A Qualitative Study of Strategy Creation in a Sports Organization

The success of each organization is based on a good strategy. In my master´s thesis I deal with the topic of what is needed to create a good strategy and whether this theory is valid even in the sports environment. In particular, I deal with the creation of the strategy in the Won-hyo Třeboň sports club and how it's management works throughout the strategic planning cycle. The aim of the thesis is to find out how is the management of the club approaching the strategy. If they consider the strategy important. Eventually how do they approach each stage of the strategic planning cycle and how does this reflect the club's outputs? The research has a qualitative essence and is mainly based on interviews with the members of the club who are involved in the strategy creation. I have participated in this research. The result of the thesis is that the management considers the strategy to be important but does not proceed in accordance with the theoretical bases resulting from the research and synthesis of the strategy and strategic planning cycle literature. This fact at the end opens the space for possible recommendations for improving the effectiveness of the strategy in a given sports club