Purpose – The purpose of this paper is to understand the development of the five dimensions ofentrepreneurial orientation (EO) over time by taking a founder’s perspective.Design/methodology/approach – The paper draws on an in-depth single-case study. It combinessemi-structured interviews in the company with archival data, such as annual reports, press clips andinterviews in business magazines.Findings – The results indicate that the EO dimensions change from being personalized and directlysolution-oriented to being intangible value-creation-oriented.Originality/value – By suggesting ownership-based EO configurations, this study contributes insights intohow different ownership forms propel EO. These configurations – that is, personal, administrative based andintangible focused – show the impact of the EO dimensions and provide a systematic and theoreticalunderstanding of EO change over time.