This research seeks to expand our understanding of the factors affecting individual entrepreneurial behavior in the firm. Individuals acting entrepreneurially in the firm introduce newness and therefore depart from existing organizational routines and behaviors. Some of these innovations may be positively perceived and rewarded while others may be negatively perceived and punished. We draw on the social learning theory, which emphasizes punishment or reward of deviance as reinforcing desired or deviant behaviors. Although research has examined the reinforcement of deviance, we know less about why differences exist in how deviance is punished or rewarded.