Summary of Doctoral thesis: Market orientation, corporate social responsibility, and firm performance: The moderation role of relationship marketing orientation

The study is carried out through two phases: In the first phase, the study uses qualitative methods to explore and find out main factors that local firms apply in their operations and business activities. This method is conducted through focus groups, in-depth interviews with 12 senior executives, CEOs, owners coming from Vietnamese firm in marketing communication industry. The second phase, main survey is implemented by using in both face to face interviews and direct mailing with broader scope to Vietnamese firm in marketing communication industry, in Ho Chi Minh City.