Several studies have investigated how entrepreneurs detect and exploit opportunities (Baron 2008; Ucbasaran et al. 2010), as well as how innovation influences their businesses (Ireland et al. 2003; Kuratko and Audretsch 2009). However, empirical research has largely focused on the situation in advanced countries and little research has been done in developing countries. Research on entrepreneurial innovation in African countries is particularly scarce. Therefore, the aim of this paper is to investigate how Moroccan entrepreneurs make use of innovation in their entrepreneurial activities. In this study, qualitative research was undertaken to gain a deeper understanding of entrepreneurial orientation and innovation linkages. The analysis of these instances of entrepreneurship reveals varying attitudes and approaches to entrepreneurial innovation among businesses in Morocco. Based on the results obtained, we present a discussion of their implications as well as a proposed conceptual model. We also discuss the shortcomings of the study.