期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2010
卷号：20
期号：37
页码：47-57
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：This article, which uses the concepts of Market Orientation (MO) and Corporate Social Responsibility (CSR) as a basic reference, aims i) to identify and analyze the real importance of those factors that determine a greater or lesser degrée of concern for the customer and ii) to establish a connection between both concepts MO and CSRI. To analyze the proposed objectives, the research is based on a multiple case-study of companies from diverse sectors. The data suggests that competitive pressure and legal rules and regulations are the critical factors of that concern, whereas the company's pattern of social responsibility is a secondary element. Therefore, in certain situations the market can act as a sovereign adjustment mechanism over the long term, whereas in others a set of laws and regulations must be created to protect consumers. The implications of these results and the conclusions of the study are included in the final part of the article.
关键词：Consumer;Market Orientation (Mal);Corporate Social Responsibility (CSR);consumidor;orientación al mercado (OM);responsabilidad social corporativa (RSC);Consommateur;orientation du marche (OM);Responsabilite Sociale Corporative (RSC);consumidor;Orientaçao ao Mercado (OM);Responsabilidade Social Corporativa (RSC)
