Ecosystem governance and orchestration within networks seek to explain how some firms, based on organizational-level characteristics, are comparatively more able to become central actors in a prevailing network structure and thus manage business networks and value chains. This paper scrutinizes the understanding of orchestration by exploring the orchestrating efforts of an entrepreneurial firm. The findings expose that there are variable efforts and attention directed towards differentiated partners classified as technology, application, service and industrial partners. Further, there were technical, industrial and commercial orchestration. The paper has two contributions to the literature: showing how orchestration is actually done in practice, through differentiated partner orchestration, and proposing an integrated interdisciplinary understanding of orchestration that builds on literature streams of information systems, service-dominant logic and strategic management.