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Customer Orientation and CSR: A Swedish Example
The customer is often disregarded when investigating corporate social responsibility, but from a market orientation perspective perhaps one of the most important stakeholders that is affected by CSR. Our research explores performance in regard to CSR in Sweden. Our results suggest that firm performance is enhance due to CSR. We explore the “why” performance is enhanced from the theoretical lens of market orientation with its key facet of customer orientation, and find that firms that are implemented CSR are doing so from a strategic point of view.