In this paper we are addressing the following research question: How can an interorganizational learning approach influence an industry business strategy for a new innovation? When adopting new innovations organizations need to learn about the innovation’s gains and how it functions in the organizations line of business. This organizational learning process varies between “trial and error”, information seeking or a“wait and see” approach etc. When new innovations have the potential to cause paradigm shifts to whole industries interorganizational learning approaches are called for. We have explored the e-newspaper case, i.e. the introduction of e-paper technology in the newspaper industry. E-paper is a reflecting display technology with properties very close toprint on paper, with high contrast and readability. Thus, an e-newspaper, i.e. a newspaper service published on an e-paper device, holds the potential of replacing the printed editionin the long run, thereby heavily reducing printing and distribution cost, making it an interesting prospect for the industry. In two research projects, DigiNews and UbiMedia, we have conducted interviews, future workshops, design focus group and steering committee meetings with newspaper representatives from nine Swedish newspaper companies and the Swedish Newspaper Publishers´ Association. The purpose of this paper is to analyze how an interorganizational learning approach between competing organizations to new innovations can play out using the four modes of knowledge conversion by Nonaka and Takeuchi (1995). The results indicates that by taking such an approach, Swedish newspaper organizations were able to reach an agreement on collaborating on distribution, possible standards and business models while still competing on content, thereby initiating a joint business strategy for the e-newspaper introduction. Summing up, the findings show that an interorganizational learning approach benefits from: (1) being organized at very early in the innovation process; and (2) being organized by a neutral facilitator and academics are suitable for that role.