The construct of entrepreneurial orientation (EO) conceptualizes the value creation process as firm-level behaviors and practices (Covin & Slevin, 1991; Lumpkin & Dess, 1996). Our review summarizes how EO is conceptualized, measured, and analyzed, and advances recommendations for consistency in EO scholarship. We believe our first aim underscores our second, which is to encourage continued interest in the construct by promoting a more coherent approach to allow syntheses of EO to proceed on a stronger footing and subsequently influence entrepreneurship practice.