Citizenship that Matters in MoroccoAn enquiry on the state of corporate citizenship in Morocco

Principal Author

Richard Seshie Ahedor

Freelance Consultant & Researcher in Sustainability

Former Community Affairs Coordinator for MS North Africa

rickyci@hotmail.com | www.linkedin.com/in/sustain

BACKGROUND ON THE STUDY

I. CITIZENSHIP OVERVIEW IN MOROCCO

II. KEY FINDINGS

III. COMPANY PROFILES

IV. BEST PRACTICES

V. KEY RECOMMENDATIONS

AGENDA

I. CITIZENSHIP OVERVIEW IN MOROCCO

II. KEY FINDINGS

III. COMPANY PROFILES

IV. BEST PRACTICES

V. WHAT WE DO & KEY RECOMMENDATIONS

AGENDA

BACKGROUND ON THE STUDY

In early Q2 2009, the Education department of MS

Morocco initiated a study to understand the social &

environmental case promoted by companies in Morocco.

Our intention was to:

Bring refreshing ideas on the table to inspire our

citizenship programs

Identify companies where there could be mutual

benefit in twining our programs

Research metrics that positively differentiate Microsoft

from other players with the potential to be publicized.

We shortlisted 45 companies out of a list of 330

companies drawn from the Casablanca Stock

Exchange, recipients of the label RSE-CGEM and

other international rankings on corporate social

responsibility.

We focused our research methods on secondary

research (500 MB+ of web-based literature, annual

reports, CSR reports, news articles) and limited

primary research (interviews).

CISCO SYSTEMSERICSSON - SONY ERICSSONIBM Corp.INTEL Corp.ITISSALAT AL MAGHRIB MEDITELECOMATTIJARIWAFA BANK BMCE BANK ACCIONA TRANSMEDITERRANEAACCORAKWA HOLDINGAXA BANQUE CENTRALE POPULAIRE CENTRALE LAITIÈRE CIMENT DU MAROC

COSUMAR DELL Inc.EQDOM ERAMEDICGFI GTRHEWLETT-PACKARDHOLCIM INDITEX SALAFARGE LGMC IndustriesL'OrealLYDEC MANAGEM NABC Coca Cola NOKIA

NORSYS AFRIQUEOCPONEOffice National des AéroportsONA Procter & GambleSAP MAGHREBSNEP SONASID SOTHEMA TANGER FREE ZONETOTAL UNILEVER MAGHREB VEOLIA ENVIRONNEMENT

For each company, we looked at their way of doing

citizenship; their programs related to education and

Information technology; their governance model and

wrote extensively about that.

We researched metrics & generated comprehensive

charts

KEY FINDINGS

COMPANY PROFILES

BEST PRACTICES

KEY RECOMMENDATIONS

AGENDA

BACKGROUND ON THE STUDY

CITIZENSHIP OVERVIEW IN MOROCCO

The Government of Morocco set a goal of bringing the

contribution of renewable energy (solar, wind…) to

20% of the electricity balance and 10% of the national

energy balance by 2012.

Since 2005, the National Initiative for Human

Development (INDH), a $2 billion social development

plan strives to address poverty and unemployment

and to improve the living conditions of the country's

urban slums.

A number of special tax-alimented funds such as

the Social housing fund (Fonds sur l’habitat social)

or the Telecoms and Internet access fund (Fonds

sur le Service Universel) and several public private

partnerships characterize the way social needs are

tackled at the country-level apart from the regular

social infrastructure.

73.6% of respondents consider CSR as a serious and

promising issue for Moroccan companies, against

19.2% who believe it is an irrelevant matter for

Moroccan companies and emerging countries

retrieved from a survey on CSR perceptions

conducted among over 1,000 companies of different

nationalities based in Morocco.

(2005, the Moroccan Investment Department )

We could clearly identify 4 organizational profiles of

citizen companies in Morocco:

•Subsidiaries of multinational or foreign corporations ‘importing’ their

citizenship programs and practices

•Big-sized Moroccan home-grown companies taking the international

route and promoting an image of community activism

•Businesses that are suppliers to foreign retailers or clients of foreign

suppliers brought to comply with international or sector based codes of

conduct or certifications

•The feel-good contribution of small and medium businesses

Formally-introduced corporate citizenship offers a

history of less than a decade in Morocco but with

ample evidence of ‘do good’. Morocco set world-class

examples such as the first telecom infrastructure site

to be solar-powered or the first cement factory

powered by wind energy.

Overall, the citizenship demonstrated by companies

in Morocco has passed the nascent cap but it remain

to be seen how they embrace the international

existing best practices.

COMPANY PROFILES

BEST PRACTICES

KEY RECOMMENDATIONS

AGENDA

BACKGROUND ON THE STUDY

CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS

1

2

4 4

1

2

5

2

5

7

3

1 1 1

2

1

3

0

1

2

3

4

5

6

7

8

Distribution by Sector

The 45 companies benchmarked originate from 17 sectors with a focus on the IT sector. Nearly all fundamental sectors of the Moroccan economy vest an interest into citizenship as we documented the agro industry, the mining (phosphates) and the financial sector efforts. Real estate companies contribute a compulsory 4% of their net revenue to a social housing fund. The notable exception is the tourism Industry.

Citizenship Signature

13%

No Citizenship Signature

87%

Existence of a Citizenship Signature

Signature French English

AXA Maroc Mascot Si Kayiss Si Kayiss

DELL Inc. Line TechKnow Techknow

GFI MAROC Line La Confiance durable Trust that last

HOLCIM MAROC Line Construction Durable Construction that last

NORSYS AFRIQUE Line Easymakers Easymakers

Procter & Gamble NWALine Vivre, Apprendre et S'épanouir Live, Learn and Thrive

Microsoft Line Unlimited Potential Unlimited Potential

Fig. 1 Si Kayiss, the AXA mascot on a leaflet

Evidence58%

No Evidence42%

Proof of ESG strategy integrated to the core strategy or part of the long-term strategic plan

26 companies consider Environmental, Social and Governance (ESG) issues as valuable intangible assets (e.g. just like a brand) that should be managed.Clear statements can be found in the company identity and a long term plan to address ESG issues exists.

10

7

3

1

12

7

4

10

2

4

6

8

10

12

14

Community & Stakeholders

Relations

Community & Stakeholders Relations and Profitability

Environment Environment and Profitability

Environment, Community & Stakeholders

Relations

Environment, Community & Stakeholders Relations and Profitability

Environment, Profitability

Not Applicable

Pillar(s) of Sustainability evidenced in Citizenship

Some companies have generated profit from their citizenship. Examples include L’Oreal responsible purchasing agreement with argan oil suppliers; Groupe Banque Populaire with the Micro credit Foundation and Industrials setting up private wind farms. Arguably, Maroc Telecom offers the best examples of integrated citizenship profitability in Morocco with initiatives such as mobile phones using the Tamazight local language commercialized to the berbère population to phone shops (teleboutiques) run by small entrepreneurs.

1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 3 3 3 34 4 4 4 4

15

19

26

0

5

10

15

20

25

30

Citizenship themes addressed and publicly promoted

31 themes are repeated 123 times. Environment is tackled by over half of the companies (26) when HIV/AIDS as an example, seems to be of least concern (1).

0 01 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3

4 4

5 5 5

6 6 6 6 6 6 6

0

1

2

3

4

5

6

7

Citizenship themes addressed and publicly promoted by Company

BMCE Bank and 5 other companies present the highest number of topics said to be addressed 6. Dell and SAP run citizenship activities at the global level but not at the country-level in Morocco.

Flagship 51%

No Flagship49%

Existence of a flagship program, green product or service publicized as such

23 companies run a big-scale citizenship program.Examples include MEDERSAT.COM for BMCE Bank or MOROCCO INNOVATION INITIATIVE FOR IBM.

1 1 1 1 1 1 1 1 1

2 2

3 3

4

0

0,5

1

1,5

2

2,5

3

3,5

4

4,5

Flagship programs by Themes

1 in 3 of all flagship programs (8/23) relate to Education and/or Digital inclusion.

1 1 1 1 1 1 1 1 1 2 2 2 2 23 3 3 3 3 3 3

4 4 4

6 67

10

0

2

4

6

8

10

12

Education-related Citizenship Programs

The 28 education themes are repeated 81 times. Building or upgrading schools is considered of highest priority.Multimedia centers in schools and E-literacy programs are respectively ranked at the 3rd and 5th position.

1 1 1 1 1 1 1

2 2 2 2 2 2

3 3

4 4

6 6 6 6

7

8

9 9

0

1

2

3

4

5

6

7

8

9

10

Education-related Citizenship Programs by Company

Microsoft and Holcim Maroc top the number of corporate education programs run in Morocco, 9 each.The ICT companies the closest to this score are Meditelecom and Intel.

1 1 1 1 1 1 1 1 1

2 2 2 2

3 3 3

4

6

0

1

2

3

4

5

6

7

Digital inclusion-related Citizenship Programs

The 18 digital inclusion themes are repeated 36 times. Setting up multimedia centers in schools by donating computers and providing other forms of assistance is the most prominent program.

1 1 1 1 1

2 2 2

3

4 4

6

7 7

0

1

2

3

4

5

6

7

8

Digital-inclusion related Citizenship Programs by Company

Meditelecom run the highest number of digital inclusion programs in Morocco, 7.The company flagship program coincides with a digital inclusion initiative

1 1 1 1 1 1 1 1

0

2 2 2

1

0

3 3

4

0

3

5

3

4 4 4

8

0 0 0 0 0 0 0 0 1

0 0 0 1

3 0

1 0 4 1

0 2

2

5 5

2

0

2

4

6

8

10

12

Digital Inclusion and Educational main partners by Company

Digital

Educational

Microsoft, Meditelecom and BMCE Bank partner with a large number of highly visible organizations.

2 2 2 2 2 2 2 2 2

3 3 3

5

10

0

2

4

6

8

10

12

Preferred Digital Inclusion and Educational partners

The Ministry of National Education is the partner of choice both for education and ICT in education initiatives.

In-House76%

In-House and Foundation

15%

Foundation9%

Citizenship Programs run In-house or by a Foundation

Citizenship Programs run:In-House 34In-House and Foundation 7Foundation 4With 11 foundations in existence, the ratio is 1 foundation for every 4 companies.

Dedicated Board Committee7%

Not applicable29%

Foreign-controlled companies64%

Board Committee(s) dedicated to Citizenship

3 out of 16 Moroccan companies have a dedicated Board Committee overseeing quality, hygiene, security, environment and/or community relations matters

Dedicated Department / Manager

17%

Delegated Department / info not available

83%

Management Structures for Sustainability

Only 7 out of the 41 companies which run all or part of their citizenship departments in house have hired a manager or created a dedicated department.If this is not the case, departments such as Communications, Marketing or HR are usually delegated those responsibilities.

undisclosed; 44

disclosed; 1

Citizenship Budget

Companies in Morocco do not disclose how much they spend on citizenship.The only case is BMCE Bank which sets aside 4% of its gross profit to citizenship (résultat brut d’exploitation hors normes IFRS).Our own calculation points that sum at 100 Millions MAD or 12.5 US$ M in 2007 (latest annual report available).

7

5

2

1

1

0 1 2 3 4 5 6 7 8

Fondation Mohammed VI pour la protection de l’environnement

Pacte Mondial (Global Compact) Maroc

Fondation Academia

Planet Finance Maroc

SIDA Entreprises maroc (HIV/AIDS)

Participation in national sustainability or social welfare working groups

The General Confederation of Moroccan Enterprises (CGEM) has adopted a corporate social responsibility charter in 2006 and has a number of commissions working on citizenship issues.The cement industry is the only industry that adopted a sustainable development charter with all companies collaborating on some industry-wide initiatives.A majority of national industry working groups are unable to translate sustainability issues into collaborative action.

BEST PRACTICES

KEY RECOMMENDATIONS

AGENDA

BACKGROUND ON THE STUDY

CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS

COMPANY PROFILES

Core Business Information Technology

Citizenship Pillars -

Citizenship Themes for Morocco -

Management Structures for

Sustainability

-

Number of Citizenship Programs -

Number of education and IT-

related Programs

-

Main partners -

Citizenship Budget -

Impact

Participation in sustainability

working groups

-

Awards/Recognition -

Contacts

Flagship Program Description Period Results

- - - -

Recent Program with a high

potential

Description Period Results

- - - -

DELL Inc.Citizenship Overview

A profile offering more detail on each company citizenship can be read from the final report in the .docx format.

KEY RECOMMENDATIONS

AGENDA

BACKGROUND ON THE STUDY

CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS

COMPANY PROFILES

BEST PRACTICES

7 best practices from 5 IT companies and 2 non-

IT companies have been explicitly documented.

We present the example of ERICSSON

MOROCCO S.A.R.L here.

Companies Flagship Program Theme Short Description

ATTIJARIWAFA BANK ‘JAMIATI’ Education Student ID card Jamiati, web portal to access

information on Moroccan universities

BMCE BANK ‘MEDERSAT.COM’ Education Network of rural schools

CISCO MAROC ‘E-Parité’ Gender Promotion CISCO CCNA certification for women made

easy

ERICSSON - SONY

ERICSSON

Solar-powered telecom

infrastructure site

ICT in the

Community

Solar-powered telecom infrastructure site

IBM Morocco Innovation Initiative Innovation Supporting an Innovation Ecosystem in

Morocco

INTEL Corp. ‘Intel Teach Program’ ICT Education IT skills for teachers

ITISSALAT AL

MAGHRIB

Association Maroc Telecom

for Enterprise Creation

ICT

Entrepreneurship

Support in opening phone shops,

entrepreneurship fund, scholarships

MEDITELECOM ‘LIAJLICOM’ ICT

Entrepreneurship

Support in opening community phone shops

as micro enterprises

ERICSSON TELEPHONE AB - SONY ERICSSON

Good Case Practices

•''Lumière de Rhamna'' Program

•Solar-powered telecom infrastructure site

Citizenship Overview

Ericsson and Sony Ericsson are both represented by Ericsson Morocco S.A.R.L in Morocco.

Ericsson is a leading provider of technology and services to telecom operators. In 2000, Ericsson

realized in Morocco the 1st solar-powered telecom infrastructure site worldwide, on the request of

Maroc Telecom looking at that time at ways to expand its customer base in rural areas.

Ericsson is supporting ''Lumière de Rhamna'' (Light of Rhamna), a 2009 initiative that aims to offer e-

health and e-education services to the schools of the Rhamna area in the North of Marrakech.

Sony Ericsson is a mobile phone manufacturer owned equally between Sony Corporation and Ericsson.

Sony Ericsson designed the 1st mobile phone using the Tamazight alphabet and marketed in 2000 by

Maroc Telecom.

Core Business Information Technology

Citizenship Pillars Environment, Community & Stakeholders Relations and Profitability

Citizenship Themes for Morocco Environment, Education, Healthcare, Employee Diversity

Management Structures for Sustainability -

Number of Citizenship Programs 3

Number of education and IT-related Programs 3

Main partners Maroc Telecom, Ministry of National Education, Ministry of Health, National

Initiative for Human Development, Rhamna Foundation for Sustainable

Development (FRDD)

Citizenship Budget -

Impact

Participation in sustainability working groups -

Awards/Recognition -

Contacts RABAT - HEAD OFFICE CENTRE D'AFFAIRES AILE SUD - LOT 1B/S3 HAY RIAD

RABAT MOROCCO; Phone: +212 37 57 99 00

Fax: +212 37 56 31 15

Flagship Program Description Period Results

Solar-powered telecom

infrastructure site

a network optimization program, including a

complete turnkey GSM radio network, RBS, passive

antennas, MINI-LINK™, solar panels, battery back-up

and anti-collision lights.

2000 -

Recent Program with a high

potential

Description Period Results

Lumière de Rhamna'' e-health and e-education services to schools 2009 -

I. Original Motives

Reduction of schools drop out rate in the region of Rhamna

II. Description

Ericsson Morocco partnered with the Ministry of National Education, the Ministry of Health and the

Foundation Rhamna for Sustainable Development (FRDD) to offer e-education and e-health services to

the schools of the Rhamna area in the North of Marrakech; by providing 3G network coverage for that

purpose.

Since May 2009, students in this province benefit from distant learning via interactive tools with options

to connect to 3G mobile internet and health services provided by a mobile unit offering tooth and eyes

checking services for pupils.

This allows young people to benefit from new technologies, fight against school drop outs and establish

means for the improvement and modernization of teaching techniques.

The 3G network should also facilitate new activities in the region such as internet cafes.

LUMIERE DE RHAMNA

III. Value Model

Ericsson Business consulting played an active role in defining the scope of ‘’Lumière de Rhamna’’ project and

calculated the business case including investments needed and gains in terms of school drop-out reduction and

job creation in the region.

A steering committee directed by the FRDD president will ensure the follow-up of the agreement

implementation for a period of 4 years."

Ericsson Business consulting draft the

business plan for the 3G network in

Rhamna

Deployment of the 3G network and

schools equipment

Students enjoy e-education and e-health services

Follow-up by the steering committee

IV. Impact

Ongoing, figures not available

V. Main Partners & Role

Ministry of Education: access to schools

Rhamna Foundation for Sustainable Development: implementation and follow-up of the program

Ministry of Health; undisclosed

The National Initiative for Human Development; undisclosed

VI. Main Locations

Schools in the region of Rhamna

VIII. Budget

Not available

VII. Communication

Not available

IX. Direct or Indirect Benefits for Ericsson

This is the first big-scale community program undertaken by Ericsson Morocco still in an early

application phase; benefits remain to be seen

WHAT WE DO & KEY RECOMMENDATIONS

AGENDA

BACKGROUND ON THE STUDY

CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS

COMPANY PROFILES

BEST PRACTICES

Good Case Practices•AjialCom•Innovative Teachers Program

MICROSOFT

Citizenship Overview

Microsoft citizenship in Morocco kicked off since 2003. Microsoft is committed to transform

education, foster local innovation and enable jobs and opportunity.

In Morocco, Microsoft is particularly invested in the field of education supporting the Moroccan

government flagship programs on education; GENIE and NAFID@ with software accessibility, IT

curriculum and advisory services.

Microsoft championed a number of initiatives to address the growing concern of child online safety

with the production of a comprehensive guide, offering information channels online and

supporting the children’s right national watchdog (ONDE).

Through its community access centers, Microsoft has provided IT literacy to a significant number of

youth, women and micro entrepreneurs.

Core Business Information Technology

Citizenship Pillars Community & Stakeholders Relations

Citizenship Themes for Morocco ICT Education, Digital Inclusion, Gender promotion,

Entrepreneurship, Child online protection, Sponsoring & Donations

Management Structures for

Sustainability

Education & Citizenship Manager, Community Affairs Coordinator

Number of Citizenship Programs 15

Number of education and IT-

related Programs

15

Main partners Ministry of National Education, Ministry of Youth and Sports,

Ateliers sans Frontières, Al Jisr, ICTDAR/UNDP, UNESCO, ONDE

Citizenship Budget X

Impact See the program description page

Participation in sustainability

working groups

-

Awards/Recognition -

Flagship Program Description Period Results

AjialCom Creation of community access centers

(CACs) hosted within Youth Houses

2004 -

2007

See the program

description page

Recent Program with a

high potential

Description Period Results

- - - -

Name Short Description Impact

AjialCom Creation of community access centers (CACs) hosted within Youth Houses X

Nafid@ Nafida facilitates the acquisition of laptops to over 100,000 members of the Moroccan

education family.

Availability of Microsoft ABC e-learning course, pre-loaded on each laptop to support

teachers IT skills self-training.

X

Al Jisr Al Jisr set up computer maintenance centers and we offered the training of the first batch of

technicians, patronage of the high school Abou Bakr Esseddik with a multimedia room and IT

trainings, availability of UP curriculum, Al Jisr as a Microsoft Authorized Refurbisher

X

Tarbiya.ma Creation of an educational portal for the education family in Morocco www.tarbiya.ma XWOMEN IN

TECHNOLOGY

Training in business planning, professional development and information technology for

women in the MENA region. In Morocco, training sessions were organized in Rabat, Azrou,

Oujda, Jerrada et Marrakech

X

Centre d’Appui aux

Maisons Energie

An IT center set up within the Center for Development of Renewable Energies (CDER)

premises; providing IT skills and an e-learning platform to Moroccan ‘green’ micro

entrepreneurs

X

Support to the

Research community

Participation of Moroccan researchers to Microsoft Academic Days, Summer School 2006 of

the ‘Inspire’ Program promoting interaction between universities in Africa, Europe and the

Middle East

X

PAST PROGRAMS

(*In green: Microsoft designed programs, ** we mapped on-ground programs irrespective of the department or unit responsible for the implementation

GENIE GENIE is a government initiative to mainstream ICT into the education system by (1)

equipping all 8600 schools in Morocco with a multimedia center, (2) train the education

family of 300,000 persons and (3) support the development of digital educational content

in the curriculum. Our support ranged from facilitating the affordability of MS productivity

tools, the availability of UP curriculum to train teachers and camping credible advisory role

X

ASSOCLIC (1) and (2) (1) IT skills trainings to NGO management, creation of IT maintenance centers offering job

opportunities to disadvantaged youth and refurbishing computers; (2) Distribution of an IT

pack comprised of a refurbished computer, MS software, UP curriculum, a year free

maintenance.. to NGOs following a national call for applications.

X

Child Online Safety

Program

Production of a guide 'P@rents! in the Digital Era' that provides practical advice and

solutions for Child Cyber-Protection

Technical support in setting up the virtual network of ONDE, the national watch body on

children's right

Creation of a web site dedicated to Child Online Safety in Morocco www.cpe.ma

X

MTIC Basic computing skills training for clients of micro credit associations who run micro

enterprisesX

PRESENT/ONGOING PROGRAMS

Software or

software/cash

donation

Donation to prominent NGOs such as Association Bayti, L’heure Joyeuse, UNDP

Morocco, Ateliers Sans Frontières MarocX

Innovative Teachers

Program

A national competition to showcase innovative projects that make the use of

ICT in education. An annual forum recognizes and reward teachers (10+) who

create the best digital-based educational projects or solutions.

Creation of a Network of Innovative Teachers in 2009.

X

Imagine Cup

Morocco

Global student technology competition focused on finding solutions to real-

world issues – selection phase in MoroccoX

ANNUAL BASIS

RECOMMENDATIONS

Clearly, navigating through the current economic crisis is challenging.

Our catalogue of recommendations however looks beyond the grim picture for

citizenship in FY10 and hold the promise of better days.

More ways of doing Citizenship - X

Strategic Internal Profit Opportunities - X

Strategic External Profit Opportunities - X

CITIZENSHIP THAT

MATTERS EVERYDAY

THANK YOU.