CSR in the COVID-19 era: case of Morocco

Abstract

The magnitude of the COVID-19 pandemic and its damaging, not only health-related effects, have raised questions about business conduct, particularly in times of major crisis. The main objective of our research is to understand how companies can act strategically when an unpredictable crisis occurs such as COVID-19, by integrating CSR in their practices. Through this paper, of managerial and conceptual relevance, we present, first, a literature review on CSR, as a strategic process of the company, then, we link this process to the occurrence of a crisis, here pandemic, and its management as a prevention of a possible rupture of the partnership relationship of the company with its environment. Furthermore, we will discuss the main theories that constitute the foundation explaining the nature of the relationship between CSR and crisis management, in particular the neo-institutional theory, the stakeholder’s theory, and the resource theory. Finally, we highlight how Moroccan companies were able to start adapting their CSR strategies during the COVID-19 crisis without, losing financial performance.

Keywords: CSR, crisis management, performance, COVID-19, pandemic.

JEL Classification: L19

Paper type: Theoretical Research