Investigating the Relationship between Market orientation and Social Responsibility and their Effect on Firm Performance

Abstract

The purpose of this paper is to investigate the relationship between market orientation and social responsibility and their effects on firm performance. This paper uses casual -correlation analysis and is considered an applied research. The data were collected via a questionnaire survey distributed among 108 top and middle managers of commercial companies in Ilam Province. The data were analyzed by employing structural equation modeling and LISREL software. The findings of the study showed that the effect of market orientation on social responsibility is positive and significant. In addition, market orientation and social responsibility have a positive and significant relationship with firm performance. Furthermore, the results of model tests showed that the model has goodness-of-fit.

Keywords

• market orientation
• social responsibility
• firm performance
• structural equation modeling