Woodside [Woodside, A. G. (2004). Firm orientations, innovativeness and business performance: Advancing a systems dynamics view following a comment on Hult, Hurley, and Knight's 2004 study. Industrial Marketing Management, in press.] has crafted a thoughtful paper that makes a number of contributions and raises several important issues regarding firm orientations, innovation constructs, and business performance. In this paper, we attempt to address the issues brought up by his close evaluation of our recent IMM paper [Hult, G. T. M., Hurley, R. F., & Knight, G. A. (2004). Innovativeness: Its antecedents and impact on business performance. Industrial Marketing Management, 33(5), 429-438.] in comparison with our thoughts in an earlier paper in the Journal of Marketing [Hurley, R. F., & Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62(July), 42-54.].