This case-study deals with a transition towards the use of cleaner technology at a small Danish company, ABC-Coating. The company has integrated environmental improvements in their corporate strategy by innovative means. During the period 1990-1992 the company developed a procedure for the treatment of steel surfaces with a coating system containing very low amounts of organic solvents compared to traditional coatings. ABC-Coating was the first company in the European trade to use water-borne and low-organic solvent paints on big steel constructions. The system was developed as an experimental project in close cooperation with the central environmental authorities, a technological service institute and the management of ABC-Coating.