Market orientation factors in sustainable development and corporate social responsibility

Abstract

This study presents a role of market orientation in corporate social responsibility concept. A growing influence of consumers on marketing and production activity of companies compatible with assumptions of this concept was described. It became possible due to the development of the computerization processes in the world, forming of the network of mobile phones and the Internet. The role of the state and international organizations which have a lot of instruments, so as financial and organizational statutory instruments, being able to influence companies, so that they conduct the productive activity according to this concept. Analysis of the market operations of companies showed that current ways of operating the company, called orientations, that is production, product, sale and market are not fully reflecting their relations with buyers and the market. So, a new orientation which was called the orientation of the market social responsibility, was formulated in the study. In the opinion of the author this orientation portrays production and market behaviors of companies in the framework of the concept of sustainable development as fully as possible.