The article explores how a company like Tetra Pak Business Support AB changes its business model to focus more on the market. They use the concept of a business model to understand how companies change and move towards market orientation. The study shows that this process involves many changes happening at the same time. The company's product offerings and how they are bundled together play a big role in this transformation. Introducing an e-marketplace also helps the company gather information and reach customers in new ways, which is crucial for becoming more market-oriented.