Synthesizing the broader issues surfaced in the literature, innovation orientation can be defined as:“A multidimensional knowledge structure composed of a learning philosophy, strategic direction,and transfuctional beliefs that in turn, guide and direct all organizational strategies and actions,including those embedded in the formal and informal systems, behaviors, competencies, and processes of the firm to promote innovative thinking and facilitate successful development, evolution, and execution of innovations” (Siguaw et al., 2006).