TITLE:
Breaking the Sisyphean Curse: Reshaping Stakeholder Corporate Social Responsibility for a Better Tomorrow
AUTHORS:
Abdelmonim Amachraa, Hassnae Maad
KEYWORDS:
Global Value Chain, MNE, CSR, Stakeholder, Impact, People and Infrastructure
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.13 No.6,
June
30,
2023
ABSTRACT: Nothing can better illustrate the exhausting ascent of Multinational
Enterprises (MNE) in Corporate Social Responsibility (CSR) than the myth of
Sisyphus. This Greek King kept rolling his rock to the top of the hill, but
whenever he got close to his objective, the stone slipped from his hands and
rolled down the hill, to the starting point. He did not, however, succumb to
despair as he continued to roll it to the top. CSR is suffering from Sisyphean
torture, and it is unable to accomplish anything of significance. In this
modern-day tragedy, OCP Group, a global public MNE in Morocco, is rebuilding a
new city in Benguerir around the Mohamed VI Polytechnic University, just like
it did for the mining city of Khouribga in the past. The impossible becomes
almost possible, as Albert Camus concluded in his essay, stating that “everything
is good” because “we must imagine Sisyphus happy.” Within the framework of the
global value chain, this paper presents an analysis of the Moroccan case study,
demonstrating the potential of stakeholder CSR to support vulnerable
populations and contribute to the development of transition infrastructures.