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

Show simple item record Abdulai, M. Hinson, R.E. 2019-01-14T10:45:01Z 2019-01-14T10:45:01Z 2012-07
dc.identifier.other Vol. 8 Issue: 3, pp.327-346
dc.description.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. © 2012 Emerald Group Publishing Limited. en_US
dc.language.iso en en_US
dc.publisher Social Responsibility Journal en_US
dc.subject Corporate social responsibility en_US
dc.subject Ghana en_US
dc.subject Innovation en_US
dc.subject Market orientation en_US
dc.subject Telecommunication en_US
dc.title Market orientation, innovation and corporate social responsibility practices in Ghana's telecommunication sector en_US
dc.type Article en_US

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