A three-year Research and Development project in collaboration with TDC A/S, a major Danish telecompany, and Aarhus School of Business. The project employed an action research approach, where the researcher involved the researched in establishing a research design regarding data collection methods and interventions. The latter included a broad variety of activites such as 4 action learning cycles, focus group discusions, workshops and internal meetings. The knowledge dissemination included internal communication at all organisational levels, and a major project report; as well as publications in interntional journals.