Typically, researchers in the academic community face a trade-off decision when crafting a research project. Either, the research results are to be used for publication in academic journals, thereby emphasizing the criteria of theoretical significance such as validity and reliability; or the results will be used for concrete business applications (often the company funding the research), thereby emphasizing criteria of practical relevance. Seldom, however, is the same report submitted to both audiences, since the criteria applied to judge the quality of research seem to differ so greatly. We propose a concrete research approach, co-operative case writing, that is geared to not only satisfy both audiences, but to mutually reinforce the criteria used by each audience to gauge the quality of the research. Co-operative case writing refers to the joint design and write-up of several case studies within one organizational setting by both managers of that organization and academics. This paper shows how co-operative case writing was used to produce impactful research in a the largest case writing project in the history of Siemens, the German electrical engineering and electronics multinational.