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Most prior innovation research has focused on factors that affect innovations, primarily rate, speed and benefits. More recent research has examined innovation as a system-based, firm-wide orientation toward innovation. Along with this broader perspective comes a need for understanding outcomes of the orientation, both positive and negative. This paper uses grounded theory methodology to develop such a framework of outcomes of an innovation orientation based on interviews with executive experts. The study results provide guidance to practitioners considering a firm-wide innovation orientation and avenues for further study for academics.


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© Elsevier. Final version published as: Simpson, P. M., Siguaw, J. A., & Enz, C. A. (2006). Innovation orientation outcomes: The good and the bad. Journal of Business Research, 59(10-11), 1133-1141. doi: 10.1016/j.jbusres.2006.08.001

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