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There is a need to unify the different strands of innovation research in information systems (IS) literature. We analyze 113 articles published over the past 15 years in top 10 IS journals. We classify the literature by (a) using the overall process spectrum of conceptualization from its innovation to its diffusion and (b) using the various theories of innovation referred to and validated in the articles. We identify that innovation diffusion theory is the most popular theory used by researchers. We conclude that future research must focus on the conceptualization and the generation phase of innovation through exploratory or empirical studies.