Application of corporate social responsability of multinational companies in the Middle East and North Africa region and its importance : (the AXA case)

Abstract

Nowadays, business is not just about making profit; it involves optimizing resources in order to maximize stakeholders’ benefits. Today’s global market relies on Multinational Corporations (MNC) whose ever-increasing impact on global economy made their Corporate Social Responsibility (CSR) policies more open to public scrutiny. The media, non-governmental organizations (NGOs), and activist groups have constantly questioned activities of MNCs in developing countries, particularly with regard to issues such as forced labor, bribery, and so on. This present study focuses on these MNCs’ CSR practices on the level of their subsidiaries in the MENA region (AXA in Lebanon). It argues that these practices are well organized and occupy a significant part of these MNGs’ efforts, as they encourage their subsidiaries to be more involved and committed. To be able to attain this study’s objectives, a survey was administered to the MNGs’ subsidiary’s employees in Lebanon and an interview was conducted with the concerned figures in this company and the group. The results of the questionnaire were statistically processed using SPSS and thoroughly analyzed qualitatively and quantitatively, based on previous research. Specific research questions were answered regarding the implementation of international CSR in the MENA while considering it a competitive advantage and specifying he areas of interest. The latter compiled, helped in the development of the current status of international CSR in the MENA and more specifically in an MNC’s subsidiary in Lebanon. Thus recommendations and future prospective were identified.