Despite the variety of potential benefits to society, organizations, and individuals, telework growth has been moderate. We posit that the materialization of telework potential is viable when management recognizes its innovative value and accordingly changes the implementation paradigm from selection to adaptation and from ad hoc based temporary solution of an individual problem to the strategic tool that can improve organizational effectiveness. Based on the changed paradigm, we suggest a conceptual model of intra- organizational adoption/diffusion of telework that describes a causal relationship among important agents and organizational variables.