New research from the Australian School of Business reveals a clear link between flexible work practices and better business results. The study, led by associate professor Julie Cogin, establishes incentives to deploy work-family support (WFS) programs as a source of competitive advantage, particularly to enhance customer-related outcomes. But the business case for WFS demands a genuine engagement with the concept in a receptive corporate culture. A high masculine orientation among senior management can eliminate the benefits. Even the best WFS policies will founder if an organisation lacks the commitment, or values, to promote flexibility in practice.