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Market orientation and corporate social responsibility: towards an integrated conceptual framework

Author

Listed:
  • Mahmoud Abdulai Mahmoud

    (University of Ghana Business School, University of Ghana)

  • Charles Blankson

    (University of North Texas)

  • Robert E. Hinson

    (University of Ghana Business School, University of Ghana)

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.

Suggested Citation

  • Mahmoud Abdulai Mahmoud & Charles Blankson & Robert E. Hinson, 2017. "Market orientation and corporate social responsibility: towards an integrated conceptual framework," International Journal of Corporate Social Responsibility, Springer, vol. 2(1), pages 1-15, December.
    • Handle: RePEc:spr:ijocsr:v:2:y:2017:i:1:d:10.1186_s40991-017-0020-1
    DOI: 10.1186/s40991-017-0020-1
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    Cited by:

    1. Abdul Jelil Abukari & Ibn Kailan Abdul-Hamid, 2018. "Corporate social responsibility reporting in the telecommunications sector in Ghana," International Journal of Corporate Social Responsibility, Springer, vol. 3(1), pages 1-9, December.
    2. Fatoki Olawale, 2019. "Green Marketing Orientation and Environmental and Social Performance of Hospitality Firms in South Africa," Foundations of Management, Sciendo, vol. 11(1), pages 277-290, January.
    3. Mavis Adu-Gyamfi & Zheng He & Gabriel Nyame & Seth Boahen & Michelle Frempomaa Frempong, 2021. "Effects of Internal CSR Activities on Social Performance: The Employee Perspective," Sustainability, MDPI, vol. 13(11), pages 1-28, June.

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