A Suggested Conceptual Agenda for Market Orientation and Corporate Social Responsibility Towards the Business Performance of Saudi Industrial Organizations

Abstract

This paper aims to explore how firm performance is affected by corporate social responsibility (CSR) and market orientation (MO). In addition, how the relationship between MO and firm performance is affected by the CSR? There were nine factors as components of MO used to investigate the effect of social responsibility on many stakeholders, six groups of stakeholders were applied. Finally, there were three factors as components of firm performance in this paper.

A questionnaire survey of Saudi Arabia industrial firms from a variant amount of industries has received 211 valid responses. SEM was used to check the hypotheses. MO and CSR have positively affected the firm performance. The all six hypotheses connecting to the research model are supported by the results, which also support importance of CSR for firm performance. The mediated results found provide marketing professionals with better understanding of the market orientation’s route to performance. Relying only on input provided by managers and executives of marketing related positions is the main limitation of the study. Managers’ assessments of MO, CSR and performance have reflectively represented the data collected. This study is one of few studies investigating how performance is affected by MO and CSR. The current literature on the importance of MO and CSR is added by this empirical knowledge from Saudi Arabia.