Purpose ‐ To implement the concepts developed in this action research (AR) programme in a single company and monitor the results. Design/methodology/approach ‐ In this paper the ideas canvassed in earlier papers regarding the inductive frame and the deductive frame are applied to a single firm and the response is observed over a period of three years. The CMS concept of a change in management style ‐ from a modernist, traditional hands-on, hierarchical manager/subordinate style, to a more inclusive, self-management style is introduced Findings ‐ The tangible benefits that have been observed in the subject company over a period of three years are described. The strategic thinking process led to a change in company culture, which has resulted in many benefits deriving from significant productivity gains. Financial performance and employee productivity have improved significantly. AR as a philosophy for change and CMS as an epistemological paradigm, which underlies the core philosophies for the business, are now part of the long-term culture of the firm and it is expected that the AR process will continue indefinitely. Practical implications ‐ Significant improvements in productivity and profitability have been observed. Sickness and accident leave have also been reduced and a positive culture of self-responsibility is apparent. Originality/value ‐ This small business has demonstrated many improvements and it is probable that other businesses would also enjoy the benefits of implementing this strategic process.