Market Orientation, Corporate Social Responsibility, and Business Performance

Anis Ben Brik, Belaid Rettab, Kamel Mellahi

Journal of Business Ethics · 2011 · Volume 99 · Issue 3

Abstract

This study examines the moderating effects of corporate social responsibility (CSR) on the association between market orientation and firm performance in the context of an emerging economy. The results from a sample of firms that operate in Dubai indicate that CSR has a synergistic effect on the impact of market orientation on business performance. The results of our research on the moderating effects of CSR on market orientation subsets reveal that although CSR moderates the association between customer orientation and business performance, it does not moderate the association between competitive orientation and inter-functional coordination and performance. The results of this study are discussed, and implications for practitioners and researchers are presented.

Keywords

market orientation, corporate social responsibility, resource-based view, Dubai, emerging economies

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