Stakeholders Orientation : Instrumental or Intrinsic Commitment

The objective of this research is to check if social orientation of citizens firms is undertaking an instrumental approach or intrinsic commitment. Based on a sample composed by most admired firms, we examine - in cross sectional studies and industrial analysis - financial, strategy and social characteristic of these firms. We intend to verify that the realization of the interests of various stakeholders - other than shareholders - can be a tool to increase financial performance. Empirically, the normative approach was examined through the mediation model of the interests of stakeholders. The instrumental approach was assessed by the moderation model. Our data and empirical results have supported and validated the latter approach