Innovation Intention and Market Orientation Towards Corporate Social Innovation

Abstract

There has been growing interest in corporate social innovation in recent years. Corporate social innovation (CSI) Malaysian businesses are having difficulty implementing corporate social innovation.Another facet of this debate is how to build a more just and sustainable society that prioritizes meeting local needs and finding novel, market-driven solutions. This study explores the notion of corporate social innovation, which has gained recent importance. In this study, the success factor of corporate social innovation is innovation intention that relates to the mission or vision of the business. Firms are aware of the significance of turning innovation intention into innovation performance. Besides, this study also examines the connections between market orientation and innovation, particularly corporate social innovation, which was the main objective of the research in this paper. Market orientation and innovation intention are crucial for businesses aiming to achieve CSI objectives. This paper will adopt the resourcebased view (RBV) theory to examine the link between innovation intention and market orientation to CSI. This paper uses a descriptive study using a survey questionnaire. 171 managers from R&D organizations served as the sample's respondents utilizing a stratified random sampling procedure. This study found a link between corporate social innovation and innovation intention. However, the research found no connection between corporate social innovation and market orientation.