Resumen
Innovation is known for playing a crucially important role in competitive advantage (Cooper, 1998), It has not only attracted academicians? attention but also become to centre of attention for business people around the globe. Along with encouraging and supporting innovation to achieve as well as improve market performance (Ruivo, Oliveira, & Neto, 2012), the emphasis of organizational leaders has also been on recognizing innovation as a conversion mechanism which would play an immensely significant role in enabling any company to manage all dynamic changes which occur in business environment and market place (Salunke, Weerawardena, & McColl-Kennedy, 2013).