From the market orientation theoretical perspective firms
that ranked high on CSR should have better performance
which our results indicate. The results for CSR have been
contradictory in the past, but recent research seems to see a
movement toward CSR and greater performance, perhaps
due to the global nature of the marketplace, importance of
branding in this type of global marketplace, and the
availability of copious and instant knowledge to consumers.
Also past research suggests that the correlation, similar
to the MO research, is from CSR to performance, although
there may be a virtuous circle.