International Journal of Academic Multidisciplinary Research (IJAMR)   Year: 2022 | Volume: 6 | Issue: 4 | Page No.: 24-31 Examining The Moderating Effect of Corporate Social Responsibility on The Relationship between Marketing Orientation and Firm's Performance: The Case of Ethiopia Manufacturing Firms Download PDF Hagos Mesfin, Zhang Youtang Abstract: Corporate social responsibility (CSR) often brings a holistic relation to a firm's marketing efforts and perceives devotion to maintain a sustainable business environment. However, the interaction effect on market orientation and firm performance relationships in a developing economy has not thoroughly studied. The study empirically investigates market orientation and firm performance relationships. Further, the study examines the effectiveness of CSR as a moderator on market orientation and firm performance relationships. A total of 238 data were collected from firm managers. Smart-Partial Least structural equation model was used to analyze the relationships. The findings show that market orientation has a positive and significant relationship with marketing performance but not with financial performance. Moreover, CSR has a positive moderating effect on the relationship between marketing orientation and financial and marketing performance. This study endorses managers incorporating CSR into their business to maintain high performance in today's competitive globalized market.