Through case study research critical leadership and management tasks are identified regarding the integration of educational technology in teaching at research universities. The institutions studied, regardless their different characteristics and approaches, face common difficulties in engaging "second-wave" faculty. Furthermore, the coordination of different support units such as edtech centres, IT support, teaching and learning labs or the libraries to offer well-rehearsed educational technology services is challenging. Strong leadership is critical to motivate faculty and to assist support units to overcome sub-cultural differences. Similarly, solid management practice is indispensable. Incentive, reward and support structures need to be adjusted to new realities and a well coordinated workflow needs to be designed.