Table 1

The needs for a new strategy as reported by the interviewees

Problems to be addressed with the new strategy
ExternalInternal
  1. Demographical changes: aging target group, refugees rising, shrinkage etc.

  2. Clients' complaints about new energy neutral houses

  3. Poorer clients, increase of debts, resulting in no rental payments

  1. Inconsistencies among employee's visions

  2. Previous strategy considered outdated and “never truly embraced” by the supervisory board

  3. “Confusions between portfolio plan and the organization' strategy”

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