2009
DOI: 10.1108/13555850910997607
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The impact of market orientation and corporate social responsibility on firm performance

Abstract: Purpose -The purpose of this paper is to investigate the joint effects of market orientation (MO) and corporate social responsibility (CSR) on firm performance. Design/methodology/approach -Data were collected via a questionnaire survey of star-rated hotels in China and a total of 143 valid responses were received. The hypotheses were tested by employing structural equation modelling with a maximum likelihood estimation option. Findings -It was found that although both MO and CSR could enhance performance, onc… Show more

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Cited by 67 publications
(96 citation statements)
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References 79 publications
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“…Conceptually, firms are better of with high CSR and MO initiatives relative to low MO and CSR. It is important to note that, the level of economic and social strategies exhibited by firms will indicate where the firm will be in terms of these interventions and their relationship to performance (Porter and Kramer 2006;Qu 2009;Brik et al 2011). …”
Section: Discussionmentioning
confidence: 99%
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“…Conceptually, firms are better of with high CSR and MO initiatives relative to low MO and CSR. It is important to note that, the level of economic and social strategies exhibited by firms will indicate where the firm will be in terms of these interventions and their relationship to performance (Porter and Kramer 2006;Qu 2009;Brik et al 2011). …”
Section: Discussionmentioning
confidence: 99%
“…An emerging logic in marketing is that multiple approaches to strategy from both social and economic perspective is key to guarantee certain level of business performance (Mahmoud 2016). Scholars' attention has been drawn to the fact that market orientation needs to be incorporated as a bundle into other strategic actions to achieve effective and efficient performance (Cano et al 2004;Qu 2009;Brik et al 2011;Hakala 2011;Mahmoud 2016). Mitchell et al (2010) advocated for the incorporation of macro marketing variables such as corporate social responsibility, ecological and environmental issues as additional variables into future market orientation studies.…”
Section: Consequences Of Mo and Csrmentioning
confidence: 99%
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