Other orientations were visible e.g. InO, and evidence of an emerging entrepreneurial orientation (EO). InO refers to the extent to which new ideas are pursued proactively. In the literature innovation is a key element of an EO, together with pro-activity, and risk taking (Miller & Friesen, 1978). Both pro-activity and risk were visible within the data. These orientations are information and knowledge intensive, requiring organisational learning. Each of these orientations is discussed below together with evidence from the data.