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2000 for a review). Helping behaviors are individual voluntary actions directed at another individual (compared to an organization) and are consistent with Bettencourt’s (1997) cooperation and Groth’s (2005) customer citizenship. Extant consumer research on interpersonal helping implies a dichotomy where consumption community members help other members but not nonmembers (Muniz and O’Guinn 2001). However, we view helping intentions on a continuum determined by members’ social identification to the community.

05, respectively). 05) from the mean correlation between market orientation and incremental innovation. 01). The structural results are consistent with the correlational results. Market orientation enhances firm performance directly, as well as indirectly through radical innovation. Radical 11 innovation has a greater mediating impact than incremental innovation on the market orientation-performance relationship. This study extends several meta-analyses in the area of market orientation by providing a deeper understanding of the mechanism by which market orientation leads to firm performance.

2003). After this step, 22-item scale was finalized with good construct validity according to both confirmatory factor analysis and Multi-Trait-Multi-Method examination. Moreover, the discriminant validity of CCA from corporate ability associations, corporate social responsibility and corporate attitude was supported. Then, the scale was generalized among another 285 MBA and EDP students. Results support a four-factor CCA structure, satisfactory convergent validity and discriminant validity among four dimensions.

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