The Corporate Social Responsibility among logistics service providers: an approach based on grounded theory in the Moroccan context

Abstract

A prominent characteristic observed in Moroccan logistics service providers (LSPs) is their heightened focus on the principle of corporate social responsibility (CSR). Numerous logistics service providers (LSPs) employ CSR initiatives to lend support to specific stakeholders and capitalize on their societal roles. Despite this trend, there exists a dearth of research addressing CSR within the Moroccan logistics sector, leaving a gap in terms of guiding policies and practices associated with CSR initiatives. Consequently, the primary aim of this investigation was to scrutinize CSR in the Moroccan logistics sector with the intent of facilitating the progress and assessment of CSR initiatives among LSPs.

This qualitative research, centered around development, employed a combination of targeted and snowball sampling methods to select participants. A total of 28 individuals, including executives, industry experts, and board members, were engaged. Semi-structured one-on-one interviews served as the primary means for data generation. Analytical procedures adhered to the principles of grounded theory and involved open coding, axial coding, and selective coding. Particular emphasis was given to the five main categories of causation, encompassing cultural, social, economic, political, and institutional dimensions.

The findings revealed that CSR activities possess the potential to influence the overall performance of providers across various concepts and categories. These include fostering public trust, promoting ethical and ecological dimensions, uncovering and creating new markets, and attracting supporters. Situated in Morocco, this analysis proposes an alternative perspective on CSR, distinct from prevailing Western approaches.

Keywords: Corporate social responsibility (CSR); Moroccan logistics sector; CSR initiatives; Grounded theory

JEL Classification : M14,Q56

Paper type: Empirical research