Purpose: The purpose of this paper is to discuss and demonstrate the relevance of a new conceptual framework for leading and managing the development of learning and teaching to e.learning strategy development. Design/methodology/approach: After reviewing and discussing the research literature on e.learning in higher education institutions from 2000 to 2010 to identify the issues associated with leading and managing the development, implementation and evaluation of e.learning, the paper describes and makes an argument for how a new conceptual framework for leading and managing the development of learning and teaching in higher education, developed and reported elsewhere (Marshall "et al."), might be used to guide the development, implementation and evaluation of e.learning strategy. Findings: While subject to the limitations of all conceptual/analytical frameworks, it is argued that this new conceptual framework is able to first alert those with the responsibility for the development of e.learning to many of the critical issues identified in the research literature as being associated with its development, implementation and evaluation, and second, assist in conducting and developing the multi-dimensional SWOT analyses and strategies necessary to guide the development, implementation and evaluation of e.learning. Originality/value: This is the first paper to demonstrate the applicability of Marshall "et al."'s new conceptual framework for leading and managing the development of learning and teaching to the development, implementation and evaluation of e.learning strategy. (Contains 1 figure.)