“…Hitherto, scant attention has been paid to the understanding of process‐oriented innovators as a specific group, performing primarily process development rather than product (De Massis et al ; Frishammar et al ; Hervas‐Oliver, Sempere‐Ripoll, and Boronat‐Moll ; Hollen, Van Den Bosch, and Volberda ; Keupp, Palmie, and Gassmann ; Madrid‐Guijarro, Garcia‐Perez‐de‐Lema, and Van Auken ; Stadler ), especially in the context of SMEs (De Massis et al ; Madrid‐Guijarro, Garcia‐Perez‐de‐Lema, and Van Auken ). When process innovation has been studied, it has been done restricting such studies to just predicting process innovators, in relation to product innovation, or understanding process innovation in particular (process‐oriented) industries.…”