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Research Question: What is the strategic orientation that community banks in Sweden adopt? What are the Gen Z preferences concerning these strategic orientations? Purpose: By using two different methodological approaches, the objective of this study is to answer two questions concerning the organization’s strategic orientation. Essentially, the authors have conducted a qualitative study to explore the strategic orientation which community banks in Sweden adopt. Additionally, a quantitative survey has been carried out to surface the generation Z's preferences on the question of strategic orientation. Method: The research methodology steering this thesis will be conducted using the research onion model. This implies that the methodology will be divided into layers including, the research approaches, the research strategy, the research choice, the time horizon of the study, as well as the techniques and procedures concerning the data collection and data analysis. Eventually, the authors discuss the quality criteria by referring to the interview’s credibility, confirmability, transferability, dependability, and the survey’s reliability and validity and applicability. Conclusion: The findings derived from an interview with the three managers have shown that community banks in Sweden adopt brand orientation, whereas the empirical findings have revealed that generation Z has hybrid orientation, meaning that generation preferences are located in the middle ground between the brand orientation and market orientation.