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Purpose - The paper aims to focus on institutional initiatives to embed e-learning in a university in Hong Kong, from 2006-12, through large-scale funding of 43 e-learning projects. It outlines the guiding principles behind the university's e-learning development and discusses the significance of various procedures and practices in project planning, development and implementation. Design/methodology/approach - This longitudinal study combines historical perspectives with process description, analysis and personal observations. Its approach is based in action research. The authors are engaged both as participants/learning designers in particular projects and in management, administration and evaluation of the projects at the institutional level. Findings - It is proposed that e-learning projects need careful planning, scaffolding and managing. Also that piloting, evaluation and formal reporting as well as the availability of professional, technical and instructional design support are significant factors in success. Research limitations/implications - This paper is preliminary work. Further findings and analysis are expected at the final completion of all projects. A wealth of data is available in accumulated project documentation and reports, including individual project evaluations with quantitative and qualitative data. Originality/value - Given the commonly acknowledged difficulties in helping e-learning projects continue to completion and actually be implemented, this study can offer strategies that may be widely applied in different contexts. The scale and timeframe of the study and the amount of funding available in one institution are unusual so emerging implications are potentially significant. [ABSTRACT FROM AUTHOR]