Abstract :
Undoubtedly, innovation, as one of the most important factors in creating competitive
advantage, has a special position comparing to other factors. Hence, all organizations try to
create innovation culture and encourage it among their employees. As many researchers
believe, entrepreneurship, organizational learning, and market orientation variables are the
main factors which lead to development of innovation in organizations. But that innovator
companies rely more on which of these factors has not been considered. Hence, this study
reviews 15 big companies in different industries which are innovator in their industry. The
required data were collected through semi-structured interviews with these companies`
managers. Analysis of results using entropy method indicates that in all companies market
orientation has been more considered.
