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Research Article Open Access

THE IMPACT OF MARKET ORIENTATION AND CORPORATE SOCIAL RESPONSIBILITY ON ORGANIZATIONAL PERFORMANCE OF COMPANIES

Abstract

This research paper investigates show the market orientation and Corporate Social Responsibility (CSR) jointly affects organizational accomplishments. Firms can gain a competitive advantage when they focus on serving the needs of stakeholders and are responsive to changing market demands. Few numbers of studies and research paper have been published on the arbitrating role of corporate social responsibility in the relationship between market orientation and firm accomplishments data was collected by questionnaires survey has been done from listed company at Karachi Stock Exchange. The questionnaires were sent by mail and the survey generated 106 valid responses. For the hypothesis testing we used the regression analysis. Market orientation and CSR on firm performance shows positive impact. But, the direct outcome of market impulse on firm performance considerably diminishes once the CRS is considered as a mediator. The study corroborates the results of earlier studies about the role of CRS as a arbitrating of variable among market orientation and business accomplishments. This paper investigates the impact of MO on performance of Pakistani companies using corporate social responsibility as a mediator. This relationship has studied on context of developed and emerging economies as contributor. There will be showing the role of CSR in determining the performance outcomes of Pakistani companies because a growing amount of research point towards an actual relationship between business performance and CSR. This research shows that firm’s performance is affected by the market orientation and CSR. CSR is emerging in Pakistan as more and more companies are moving from compliance to social responsibility. This is clearly reflected in our results which show that all market orientation efforts effect performance only through corporate social responsibility. Here is focused some limitation and future deration of prospective research in the business area.

MD. SALAMUN RASHIDIN, SARA JAVED and WANG JIAN

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