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Market Orientation, Corporate Social Responsibility, and Business Performance

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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.

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Authors and Affiliations

  1. Dubai Chamber of Commerce and Industry, PO Box 1457, Dubai, UAE

    Anis Ben Brik

  2. Economic Research and Sustainable Business Development Sector, Dubai Chamber of Commerce and Industry, PO Box 1457, Dubai, UAE

    Belaid Rettab

  3. Warwick Business School, The University of Warwick, Coventry, CV4 7AL, U.K.

    Kamel Mellahi

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  1. Anis Ben Brik
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  2. Belaid Rettab
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  3. Kamel Mellahi
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Correspondence to Kamel Mellahi.

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Ben Brik, A., Rettab, B. & Mellahi, K. Market Orientation, Corporate Social Responsibility, and Business Performance. J Bus Ethics 99, 307–324 (2011). https://doi.org/10.1007/s10551-010-0658-z

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