Diversity and CSR: strategic levers for maintaining performance

Abstract

A concept that appeared in the United States in the early 1990s to counter the criticisms leveled at equal opportunity and affirmative action policies (Kelly & Dobbin, 1998; Bender & Pigeyre, 2004), the notion of diversity refers to the logic of sustainable development, equal treatment, parity or non-discrimination. The CSR and diversity alliance reflects the commitment and deep desire of the company to progress through “diversity and good CSR practices” (Naschberger, 2008). Thus, diversity management can rely on CSR to enable the company to reconcile its economic and social objectives, and therefore manage to maintain its performance (Dlimi, 2020).

The objective of this article is therefore, on the one hand, to propose a literature review dealing with the concepts of CSR/Diversity as a lever for performance in business. It is a question of exposing and explaining all the approaches, visions and theoretical models related to CSR and Diversity as a source of economic and social performance. On the other hand, we will present the results of our qualitative empirical study to finally conclude with recommendations

for the Research Design, we will choose the following structure: a theoretical study in the form of a literature review followed by an empirical study. For the practical implication, we will focus on a sample of 55 companies in the greater Casablanca.

The results of our research reveal that the alliance between CRS and Diversity leads to performance. The company then gains in competitiveness and performance since it is necessary to reconcile economic and social objectives.

The main limit of our research is the size of the current sample which does not allow a global vision on the Moroccan scale. We plan to expand the later from the regional to the national scale.

The originality of this article lies in the fact of including CSR in an HR reflection based on inclusion, non –discrimination, the enhancement of women and their involvement is effective, guaranteeing everyone’s right, there will undoubtedly be maintaining performance.

Keywords: CSR, Diversity, performance, economic and social objective

JEL Classification: Business Administration and Business Economics

Paper type: Empirical research