Based on DOI theory at firm level (Rogers 1995),individual innovativeness is related to such independent variables as individual (leader) characteristics, internal organizational structural characteristics, and external characteristics of the organization (Figure 1). (a) Individual characteristics describes the leader attitude toward change. (b) Internal characteristics of organizational structure includes observations according to Rogers (1995) whereby: “centralization is the degree to which power and control in a system are concentrated in the hands of a relatively few individuals”; “complexity is the degree to which an organization’s members possess a relatively high level of knowledge and expertise”; “formalization is the degree to which an organization emphasizes its members’ following rules and procedures”; “interconnectedness is the degree to which the units in a social system are linked by interpersonal networks”; “organizational slack is the degree to which uncommitted resources are available to an organization”; “size is the number of employees of the organization”. (c) External characteristics of organizational refers to system openness.