As Siguaw et al. (2006) suggest, innovation-oriented firms possess the inclusion of a futureoriented concept of the business, captured in the strategic beliefs and understandings that define who the firm is and how the activities of the organization are assembled to ensure that innovation happens in a timely fashion – the strategic direction. The strategic component of an innovation oriented reflects the strategic directions implemented by a firm to create the proper behaviors for a continuous superior performance of the business (Gatignon and Xuereb, 1997). In essence, this component is the way of thinking and leading that drives the firm over the long run, keeping it innovative. Strategic direction involves clarity of thought and purpose and is generally articulated through vision and mission statements and objectives.