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Whilst online and blended learning approaches are now widely used by many higher education institutions, the extent and depth of eLearning implementation often depend more on the efforts of enthusiastic individual lecturers rather than effective institution-wide strategies. Innovation is thus frequently restricted to local settings and the enrichment of existing educational approaches rather than radically questioning current paradigms and creating new ways of delivering education. In recent years, there has been more urgency in calling for a deeper re-thinking of how higher education can be made more flexible, scalable and individualised not only at the level of courses but in a systemic and strategic way. This article describes a strategic approach to implementing blended learning at Management Center Innsbruck in Austria. I argue that the whole-of-programme approach taken in this case is an effective way to strategically introduce sustainable and scalable blended learning, and thus not only respond to but actively shape the disruption brought about by online education.