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Market orientation, innovation and corporate social responsibility practices in Ghana's telecommunication sector

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  • Mohammed Abdulai Mahmoud
  • Robert E. Hinson

Abstract

Purpose - The aim of this study is to examine how market orientation, innovation, and corporate social responsibility (CSR) jointly impact business performance. Design/methodology/approach - This study adopts a quantitative research design. Research evidence was collected via a questionnaire‐based survey of marketing managers and executives of telecommunication companies in Ghana. The hypotheses developed following a review of scholarship on marketing, strategy and corporate citizenship were tested through regression analysis. Findings - The results indicate that firms' degree of market orientation and CSR have significant impact on innovation, which then influences business performance. Furthermore, market orientation has direct significant effect on CSR, which tends to mediate the influence of market orientation on business performance. Research limitations/implications - The use of longitudinal research that combines managers' evaluation with a survey of consumers, employees, and other relevant stakeholders is suggested to confirm the results of this study. Practical implications - This study suggests that innovation and CSR are two key ingredients for transforming market orientation into a successful business strategy. Managers are to note that even “doing good” (a CSR initiative) requires a sense of innovation for it to trigger any significant financial performance for the business. Originality/value - This study introduces a model in which the relationship between CSR, market orientation, and performance is mediated by innovation. The empirical evidence enhances the existing literature on marketing, corporate citizenship, and strategy.

Suggested Citation

  • Mohammed Abdulai Mahmoud & Robert E. Hinson, 2012. "Market orientation, innovation and corporate social responsibility practices in Ghana's telecommunication sector," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 8(3), pages 327-346, July.
    • Handle: RePEc:eme:srjpps:v:8:y:2012:i:3:p:327-346
    DOI: 10.1108/17471111211247910
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    Citations

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    Cited by:

    1. Robert Ebo Hinson & Frederick Avornyo & John Kuada & Felix Ankomah Asante, 2017. "Corporate social responsibility and international business: examining the nexus and gaps from a developing economy perspective," International Journal of Corporate Social Responsibility, Springer, vol. 2(1), pages 1-14, December.
    2. Tantayanubutr, Monika & Panjakajornsak, Vinai, 2017. "Impact of green innovation on the sustainable performance of Thai food industry," Business and Economic Horizons (BEH), Prague Development Center (PRADEC), vol. 13(2).
    3. Gema García‐Piqueres & Rebeca García‐Ramos, 2020. "Is the corporate social responsibility–innovation link homogeneous?: Looking for sustainable innovation in the Spanish context," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 803-814, March.
    4. Muhammad Khalid Anser & Zhihe Zhang & Lubna Kanwal, 2018. "Moderating effect of innovation on corporate social responsibility and firm performance in realm of sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 799-806, September.
    5. Dionisio, Marcelo & de Vargas, Eduardo Raupp, 2020. "Corporate social innovation: A systematic literature review," International Business Review, Elsevier, vol. 29(2).
    6. Dongdong Li & Leonard F. S. Wang, 2022. "Does environmental corporate social responsibility (ECSR) promote green product and process innovation?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(5), pages 1439-1447, July.
    7. 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.
    8. González-Ramos, M. Isabel & Guadamillas, Fátima & Donate, Mario J., 2023. "The relationship between knowledge management strategies and corporate social responsibility: Effects on innovation capabilities," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    9. Hutami Lusia Tria Hatmanti & Kurniawan Ignatius Soni, 2019. "The Analysis of Marketing performance in Yogyakarta SMEs," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 10(3), pages 170-180, December.
    10. Benson R. OKE & PhD, Prof Walter C. IHEJIRIKA & PhD, Godwin A. BENSON & Aniebo C. SAMSON, PhD, 2023. "Sales Promotion Strategies and Retention of Customer Brand Loyalty in Airtel and Globacom in Akwa Ibom State," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(4), pages 1416-1430, April.
    11. KwabenaAdjei & Richard Denanyoh, 2014. "Determinants of Customer Loyalty among Mobile Telecom Subscribers in the Brong Ahafo Region of Ghana," International Journal of Business and Social Research, LAR Center Press, vol. 4(1), pages 82-95, January.
    12. Adu Danso & Kofi Poku & Ahmed Agyapong, 2017. "Mediating role of internal communications in market orientation and performance of mobile telecom firms: Evidence from Ghana," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1403713-140, January.
    13. Linda Narh & Raphael Odoom & Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah, 2023. "The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 318-332, July.
    14. Moazzem Hossain & Angela Hecimovic & Aklema Choudhury Lema, 2015. "Corporate Social and Environmental Responsibility Reporting Practices from an Emerging Mobile Telecommunications Market," Australian Accounting Review, CPA Australia, vol. 25(4), pages 389-404, December.
    15. Nur Faliza, 2016. "CSR and Islamic Banking Performance in Aceh: The Role of Innovation as Mediation ," GATR Journals jmmr116, Global Academy of Training and Research (GATR) Enterprise.

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