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A growing number of business schools are redefining their organizational identity in an entrepreneurial sense. What are the causes and consequences of this transformation? This article presents a longitudinal case study of the evolution of the organizational identity of a European business school from the 1970s to the present day. It shows that the processes of transforming organizational identity from an entrepreneurial perspective constitute historical constructs that sometimes stem from emerging strategies. This study reveals the extent to which these transformation processes can discursively and factually contribute to the entrepreneurial orientation of such schools.