The study depended on a grounded theory approach (Walker, 2007), Dubin’s scientific method steps had been followed when the proposed model had been built (Dubin, 1978). Therefore, the study tried to link two hot concepts together, which are rising in both the organization theory and the innovation theory fields, these two concepts were the organizational DNA and the total innovation management, so  the literature has been reviewed to set a clear definition for the total innovation DNA and to explore the variables, which described the concept of Total Innovation DNA) and to determine how these variables were measured and how they are related with each other, then the study provided its conceptual model with proposed measurement items for each variable.

Keywords: Metaphor, Organization Theory., innovation theory, organizational DNA., total innovation management