“…However, over the years, the process of innovation has become extremely complex and often risky, thanks to the unforeseen changes in customer demand, radical technological changes, and cutthroat competition among the organizations (Cavusgil, Calantone, & Zhao, 2003;Griffin, 1997). Rajapathirana and Hui (2018) argued that the firm's capability to innovate is the most crucial factor for competitive advantage in highly turbulent market condition. Innovation capability leads an organization to develop innovations continuously to respond to the changing market environment (Slater, Hult, & Olson, 2010), and it is embedded with all the strategies, system, and structure that support innovation in an organization (Gloet & Samson, 2016).…”