This article presents the results of a study of the understanding and implementation of the concept of strategy in the early childhood education and care (ECEC) sector. Recent research has indicated that management functions in ECECs have changed and that we are now, in addition to an emphasis on the administrative function, seeing a stronger focus on strategic management in ECECs. The purpose of our article is to map the changing conditions of the ECEC managerial role and contribute to a better understanding of the concept of strategy in the ECEC sector. More specifically, we do so by examining how strategy is developed at different levels in the ECEC sector in Norway, and look at how strategy is understood and executed by managers of Norwegian ECECs. Our study is based on analyses of key policy documents and in-depth interviews with 10 managers in ECECs in mid-Norway.