Market orientation and corporate social responsibility: towards an integrated conceptual framework
Abstract The aim of this study is to develop a comprehensive framework and propositions showing the integration of market orientation (MO) as an economic-oriented strategy and corporate social responsibility (CSR), as a socially–oriented strategy for business performance (BP). A review of literature...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2017-11-01
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| Series: | International Journal of Corporate Social Responsibility |
| Subjects: | |
| Online Access: | http://link.springer.com/article/10.1186/s40991-017-0020-1 |
| _version_ | 1819113824084557824 |
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| author | Mahmoud Abdulai Mahmoud Charles Blankson Robert E. Hinson |
| author_facet | Mahmoud Abdulai Mahmoud Charles Blankson Robert E. Hinson |
| author_sort | Mahmoud Abdulai Mahmoud |
| collection | DOAJ |
| description | Abstract The aim of this study is to develop a comprehensive framework and propositions showing the integration of market orientation (MO) as an economic-oriented strategy and corporate social responsibility (CSR), as a socially–oriented strategy for business performance (BP). A review of literature on the three constructs of MO, CSR and BP facilitated the development of the framework and a number of research propositions. An integrated conceptual framework of economic and social strategies is constructed based on prior conceptualisation of MO and CSR. In total, twenty-six (26) propositions are developed based on the integrated conceptual framework. An empirical examination of the model will clarify further, relations among the variables and then authenticate the developed model and propositions. The study provides practitioners with a framework and the accompanying propositions for decision making with respect to their strategic choices and performance. The conceptual framework and the proposition developed when implemented are expected to enhance both the firm and customer value which has a wider implication for the society. The novelty in this research is the common antecedents of both MO and CSR. This research augments the few studies on the integration of MO and CSR. |
| first_indexed | 2024-12-22T04:35:32Z |
| format | Article |
| id | doaj.art-1e2d8ac1b65e40c68e1e8e15f712f4ca |
| institution | Directory Open Access Journal |
| issn | 2366-0066 2366-0074 |
| language | English |
| last_indexed | 2024-12-22T04:35:32Z |
| publishDate | 2017-11-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | International Journal of Corporate Social Responsibility |
| spelling | doaj.art-1e2d8ac1b65e40c68e1e8e15f712f4ca2022-12-21T18:38:54ZengSpringerOpenInternational Journal of Corporate Social Responsibility2366-00662366-00742017-11-012111510.1186/s40991-017-0020-1Market orientation and corporate social responsibility: towards an integrated conceptual frameworkMahmoud Abdulai Mahmoud0Charles Blankson1Robert E. Hinson2Department of Marketing and Entrepreneurship, University of Ghana Business School, University of GhanaDepartment of Marketing and Logistics, University of North TexasDepartment of Marketing and Entrepreneurship, University of Ghana Business School, University of GhanaAbstract The aim of this study is to develop a comprehensive framework and propositions showing the integration of market orientation (MO) as an economic-oriented strategy and corporate social responsibility (CSR), as a socially–oriented strategy for business performance (BP). A review of literature on the three constructs of MO, CSR and BP facilitated the development of the framework and a number of research propositions. An integrated conceptual framework of economic and social strategies is constructed based on prior conceptualisation of MO and CSR. In total, twenty-six (26) propositions are developed based on the integrated conceptual framework. An empirical examination of the model will clarify further, relations among the variables and then authenticate the developed model and propositions. The study provides practitioners with a framework and the accompanying propositions for decision making with respect to their strategic choices and performance. The conceptual framework and the proposition developed when implemented are expected to enhance both the firm and customer value which has a wider implication for the society. The novelty in this research is the common antecedents of both MO and CSR. This research augments the few studies on the integration of MO and CSR.http://link.springer.com/article/10.1186/s40991-017-0020-1Market orientationEconomic strategyCorporate social responsibilitySocial strategyBusiness performanceFramework |
| spellingShingle | Mahmoud Abdulai Mahmoud Charles Blankson Robert E. Hinson Market orientation and corporate social responsibility: towards an integrated conceptual framework International Journal of Corporate Social Responsibility Market orientation Economic strategy Corporate social responsibility Social strategy Business performance Framework |
| title | Market orientation and corporate social responsibility: towards an integrated conceptual framework |
| title_full | Market orientation and corporate social responsibility: towards an integrated conceptual framework |
| title_fullStr | Market orientation and corporate social responsibility: towards an integrated conceptual framework |
| title_full_unstemmed | Market orientation and corporate social responsibility: towards an integrated conceptual framework |
| title_short | Market orientation and corporate social responsibility: towards an integrated conceptual framework |
| title_sort | market orientation and corporate social responsibility towards an integrated conceptual framework |
| topic | Market orientation Economic strategy Corporate social responsibility Social strategy Business performance Framework |
| url | http://link.springer.com/article/10.1186/s40991-017-0020-1 |
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