In this globe of brutal competition, market orientation and entrepreneurial orientation as two types of market-based learning constitute positional advantage to an organization, because this corporate cultural competitiveness is unique, rare, valuable, and inimitable. This dissertation focuses on the change management of market orientation and entrepreneurial orientation in a business unit with approximately 150 employees of a multinational company. It is structured in an evolving way with an overarching theoretical foundation from organizational culture and learning in organization connecting three studies. The first study investigates “what” are the factors (market orientation and entrepreneurial orientation) and how they lead to subjective business performance. The finding of the study reveals that in this business unit, market-oriented and entrepreneurial-oriented values significantly contribute to their respective behaviors. However, only the behavioral construct of interfunctional coordination from market orientation and behavioral construct of innovativeness from entrepreneurial orientation predict the significant impacts on the subjective business performance. Nevertheless, when taking all behavioral dimensions into account at the same time, subjective business performance is perceived to a very high degree. The second study presents “how” market orientation and entrepreneurial orientation can be changed at individual, group and organizational levels through implementing change interventions in the business unit. Quantitative results by comparing pre- and posttests exhibit no significant changes in organization-wide perception of market orientation and entrepreneurial orientation. However, significant differences have been observed among some groups in both tests. The final study aims to investigate change readiness of the business unit comprising of cognitive and affective components through interviews. Qualitative results from a multilevel approach show that the change readiness at individual level is higher than group level´s, and group level´s is higher than organizational level´s. It gives evidence that change initiatives start to bring out behavioral results and actions as well. Therefore, this dissertation offers comprehensive understanding on how an organization conceives, implements and initiates further activities over a period of time.