Hamza Asshidi

Composition of the Jury

Abstract

This doctoral research aims to better understand how multinational corporations implement ethical tools and corporate social responsibility initiatives. Corporate Social Responsibility (CSR) has become essential in terms of corporate image, compliance with laws, and respect for people. It has become increasingly globalized and standardized over the past two decades. However, multinational corporations operate in countries with different national cultures, which implies diversity in terms of values, norms, behaviors, and conceptions of ethics. The focus of this research is on how multinational companies’ ethical tools and corporate social responsibility initiatives are implemented internationally within a context of cultural diversity. More specifically, the dissertation seeks to answer questions regarding the influence of cultural diversity on ethical tools and individual behaviors, as well as the influence these tools have on the behaviors of stakeholders. 
The research proceeds in two phases. In the first phase, a multiple-case study of 19 multinational companies draws on thirty semi-structured interviews and numerous company documents. In the second phase, an experimental study conducted using a digital serious game tests two hypotheses derived from the first phase. The sample consists of 266 participants from seven cultural regions. 
The results show that, among cultural dimensions, universalism/particularism, individualism/collectivism, and hierarchical distance influence the interpretation of ethical dilemmas. The implementation of ethical tools by multinational corporations takes various forms, which incorporate cultural diversity only when their purpose is to guide behavior. A single ethical tool has little influence on individual behavior; ethical tools must be integrated into a dedicated management framework in order to have a real impact. In addition to these theoretical contributions, the dissertation offers a methodological contribution through the experiment conducted, as well as managerial contributions through the definition of best practices. The serious game developed provides an innovative way to train employees in CSR.