Pregled bibliografske jedinice broj: 703939
Market Orientation and CSR: Performance Implications
Market Orientation and CSR: Performance Implications // Proceedings of the 56th Annual Meeting of the Academy of International Business "Local Contexts in Global Business" / Meyer, K., Kiyak, T. (ur.).
Vancouver: Academy of International Business, 2014. str. 29-29 (predavanje, međunarodna recenzija, sažetak, znanstveni)
CROSBI ID: 703939 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Market Orientation and CSR: Performance Implications
Autori
Kiessling, Timothy ; Isaksson, Lars ; Yasar, Burze ; Dabić, Marina
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni
Izvornik
Proceedings of the 56th Annual Meeting of the Academy of International Business "Local Contexts in Global Business"
/ Meyer, K., Kiyak, T. - Vancouver : Academy of International Business, 2014, 29-29
Skup
56th Annual Meeting of the Academy of International Business "Local Contexts in Global Business"
Mjesto i datum
Vancouver, Kanada, 24.06.2014. - 26.06.2014
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Market Orientation; Corporate Social Responsibility; Market Orientation theory
Sažetak
Corporate Social Responsibility (CSR) has become of great interest to both researchers and practitioners alike with much discussion on whether the costs outweigh the performance implications. CSR has become a firm strategic tool (not only an ethical concept) as firms recognize that the customer value proposition and CSR is integrated with the focus on how to differentiate the firm from the view of the customer. We utilized Market Orientation theory (MO) as our foundation for our research as it explains how organizations adapt to their customer environment and focus on serving customers to develop competitive advantages. MO is both proactive and reactive with a focus on the current customer and an estimation of their needs in the future. With the current customer focus on CSR, MO assists the field in identifying a possible firm differentiation for success. Our research found that firms that ranked high on CSR correlated positively to performance. We also found our theoretically developed constructs of firm customer orientation and firm market orientation correlated with the firm adopting CSR. Based on our findings we suggest CSR will play a strategic role as customers are increasingly better organised, more informed and more demanding.
Izvorni jezik
Engleski
