Preheat oven to 350 °F. Grease a 13 x 9 inch baking pan with nonstick cooking spray and set it aside.
Add the cake mix and pudding mix to a large bowl. Add the sour cream, eggs, oil, vanilla extract and 1 teaspoon orange zest and beat with an electric mixer on medium for 2 minutes.
Transfer the batter to the prepared baking pan and set it aside.
In a small bowl, combine the pecans, brown sugar and cinnamon and sprinkle the mixture evenly over the batter. Using a butter knife, cut through batter and swirl from side to side across the width of the pan, then from top to bottom, lengthwise, to swirl the pecan mixture.
Bake for 30 to 35 minutes or until a toothpick inserted in the center comes out clean. Remove from the oven and transfer the pan to a wire rack to cool for 30 minutes.
Meanwhile, in a small bowl, combine the powdered sugar and as much orange juice as needed (about 1 ½ tablespoons) to reach a nice drizzling consistency, but not too thin . Drizzle the icing over the slightly cooled coffee cake.