Other works have conceptualized the innovation orientation as the firm ability to introduce new
ideas or concepts. Thus, Hurley and Hult (1988) define this concept as the “notion of openness to new ideas as an aspect of firm’s culture”, and Hult et al. (2004) view innovation orientation as the capacity to introduce new processes, products or ideas in the organization”. Finally, Homburg et al. (2002) view innovation orientation as a function of “the number of innovations a company offers,how many customers the innovations are offered to, and how strongly these innovations are
emphasized”.