Innovation Orientation: Framework, Competencies, and Outcomes

This essay provides an overview of innovation orientation, drawing from the article "Conceptualizing Innovation Orientation: A Framework for Study and Integration of Innovation Research." It discusses how firms innovate through business models and services, emphasizing that innovation orientation is a multicomponent construct involving R&D expenditure and market entry strategies. The essay highlights the importance of learning, absorptive capacity, and strategic direction in fostering innovation. It also explores how entrepreneurial orientation, transfunctional acclimation, and resource allocation contribute to successful new product development. Furthermore, the essay emphasizes the role of innovation orientation in determining technology choices, developing operational competencies, and facilitating organizational changes to enhance innovation within a firm. It concludes that innovation orientation is crucial for developing organizational competencies that drive innovation.

Running head: MANAGING INNOVATION
Managing Innovation
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1MANAGING INNOVATION
The article, “Conceptualizing Innovation Orientation: A Framework for Study and
Integration of Innovation Research” talks about how the firms innovate by making use of the
business models, services along with products that helps in capturing the markets. The article
discusses about innovation orientation that refers to a multicomponent construct that
comprises of R & D expenditure along with order of that of the market entry.
The article discusses that innovation orientation comprises of beliefs along with
understandings that paves the path for the innovative action within an organisation. The
article states that learning refers to function of not only prior knowledge but also the intensity
of the effort along with the knowledge diversity. The organizations that have higher level in
relation to the absorptive capacity has a tendency of being more proactive and it can exploit
the opportunities within the environment. This creates the way for the creation of “self-
reinforcing cycle” that helps the different functional units of learning within a firm. The
knowledge can be applied within self-reinforcing cycle from that of different sources that
includes the past experiences.
The article talks about the fact that strategic direction component pertaining to
innovation orientation helps in complementing entrepreneurial orientation construct. It helps
in encouraging strategies that helps in driving creation pertaining to the new ideas. It helps a
firm in facilitating proactive along with the aggressive positioning. The article discusses that
entrepreneurial orientation refers to amalgamated construct that comprises of both the
strategies along with the actions. The article states that strategic direction can be
conceptualized like that of a strategic organizational cognition that can pave the path for
innovation. The development of the new products cannot be successful without the reduction
of barriers in between the departments. The article talks about the fact that innovation
orientation by taking recourse to transfunctional acclimation component can help the
functional knowledge structure in facilitating innovation in an organization.

2MANAGING INNOVATION
The article states that correct allocation pertaining to the resources can help in
enabling the innovative effort in an organization. The resource allocation in an organization is
determined on the basis of knowledge structure of firm. It has the ability of guiding the
functional areas towards that of cooperative innovation. The firms that are innovation-
oriented helps in directing resources towards that of innovative ideas that can help in the
championing of the new ideas within an organisation. The article talks about the fact that
innovation orientation can help in determining technology choices of a firm and it helps in
suggesting how technology can be leveraged that can help in bringing about high quality of
the innovations. The article discusses that firms that are innovation-oriented can develop the
operational competencies that helps in the facilitation of the new learning in an organization.
There are certain structural changes that can help in enhancing innovation like the flatter
hierarchies that helps in implementing the new ideas in an organization. The article states that
innovation orientation can help in facilitating development of that of the organizational
competencies that can pave the path for innovation in a firm.