Abstract

CAMBRA-FIERRO, Jesús J; FUSTER-MUR, Ana; POLO-REDONDO, Yolanda  and  LOPEZ-PEREZ, María Eugenia. Concern for the customer: ethical, responsibility or simply business?. Innovar [online]. 2010, vol.20, n.37, pp.47-57. ISSN 0121-5051.

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 degree of concern for the customer and ii) to establish a connection between both concepts (MO and CSR). 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.

Keywords : Consumer; Market Orientation (MO); Corporate Social Responsibility (CSR).

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