L’engagement Sociétal des Entreprises et Politique Commerciale: Cas des Entreprises Marocaines Labellisées RSE - Jihane , Dinia (European Scientific Journal, ESJ, 2022)
La thÃ©matique de RSE occupe lâ€™intÃ©rÃªt des milieux acadÃ©miques depuis plusieurs annÃ©es et connait un grand essor dans la pratique des entreprises. Toutefois, les recherches antÃ©rieures ont portÃ© plus sur les fondements thÃ©oriques, lâ€™Ã©volution des acceptions, lâ€™analyse des implications sociÃ©tales et organisationnelles, voire, les effets de la RSE sur la performance de lâ€™entreprise. Alors, peu dâ€™intÃ©rÃªt a Ã©tÃ© accordÃ© aux motivations des entreprises Ã lâ€™engagement sociÃ©tal, en lâ€™occurrence, les motivations commerciales, dâ€™oÃ¹ la perspective du prÃ©sent travail. Il sâ€™agit de contribuer Ã lâ€™analyse de la RSE comme instrument de la politique commerciale des entreprises, Ã travers une Ã©tude empirique auprÃ¨s des entreprises marocaines labellisÃ©es RSE de la CGEM. Pour ce faire, nous optons pour un positionnement Â« positiviste amÃ©nagÃ© Â» avec une dÃ©marche Â« hypothÃ©tico-dÃ©ductive Â», et une mÃ©thodologie dâ€™Ã©tude quantitative. Sur le plan thÃ©orique, nous essayons d’Ã©tablir un cadre dâ€™analyse de lâ€™approche instrumentale des motivations Ã lâ€™engagement RSE. En sâ€™appuyant sur ce dÃ©veloppement, nous construisons nos hypothÃ¨ses Ã vÃ©rifier qui sont testÃ©es selon lâ€™approche PLS et traitÃ©es en utilisant le langage R. Au niveau des rÃ©sultats, lâ€™Ã©tude empirique permet de conclure que lâ€™engagement RSE contribue bien Ã atteindre les objectifs de la politique commerciale de lâ€™entreprise. The CSRâ€™s thematic has been of interest to the academic community for several years and is experiencing a tremendous appeal in business practice. However, previous research focused more on the theoretical foundations, the evolution of acceptances, the analysis of the societal and organizational implications, and even the effects of CSR on the companyâ€™s performance. Consequently, little attention was paid to the reasons behind the adoption of the CSR approaches, in this case, the business motives, hence the perspective of this work. The aim is to contribute to the analysis of CSR as an instrument of the companyâ€™s commercial policy through an empirical survey study of CSR labeled Moroccan companies in the General Confederation of Moroccan Companies. To do this, we opt for a "positivist" positioning with an hypothetico-deductive method and a quantitative study methodology. On the theoretical level, we are trying to establish a framework for the theoretical analysis of the instrumental approach to the motivations for CSR engagement. Based on this development, we are building our hypotheses to be verified which are tested according to the PLS approach and processed using the R language. At the level of results, the empirical study concludes that societal commitment contributes well to achieving the objectives of the company’s commercial policy.