Citizenship that Matters in

Morocco
An 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
AGENDA
BACKGROUND ON THE STUDY

I. CITIZENSHIP OVERVIEW IN MOROCCO

II. KEY FINDINGS

III. COMPANY PROFILES

IV. BEST PRACTICES

V. KEY RECOMMENDATIONS
AGENDA
BACKGROUND ON THE STUDY
I. CITIZENSHIP OVERVIEW IN MOROCCO

II. KEY FINDINGS

III. COMPANY PROFILES

IV. BEST PRACTICES

V. WHAT WE DO & KEY RECOMMENDATIONS

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 SYSTEMS COSUMAR NORSYS AFRIQUE
ERICSSON - SONY ERICSSON DELL Inc. OCP
IBM Corp. EQDOM ONE
INTEL Corp. ERAMEDIC Office National des Aéroports
ITISSALAT AL MAGHRIB GFI ONA
MEDITELECOM GTR Procter & Gamble
ATTIJARIWAFA BANK HEWLETT-PACKARD SAP MAGHREB
BMCE BANK HOLCIM SNEP
ACCIONA TRANSMEDITERRANEA INDITEX SA SONASID
ACCOR LAFARGE SOTHEMA
AKWA HOLDING LGMC Industries TANGER FREE ZONE
AXA L'Oreal TOTAL
BANQUE CENTRALE POPULAIRE LYDEC UNILEVER MAGHREB
CENTRALE LAITIÈRE MANAGEM VEOLIA ENVIRONNEMENT
CIMENT DU MAROC NABC Coca Cola
NOKIA
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
AGENDA
BACKGROUND ON THE STUDY

CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS

COMPANY PROFILES

BEST PRACTICES

KEY RECOMMENDATIONS
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.
AGENDA
BACKGROUND ON THE STUDY
CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS
COMPANY PROFILES

BEST PRACTICES

KEY RECOMMENDATIONS
 Distribution by Sector
8

7
7
6

5
5 5
4
4 4
3
3 3
2
2 2 2 2
1
1 1 1 1 1 1
0

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.
 Existence of a Citizenship Signature

Citizenship Signature

13%

No Citizenship Signature

87%

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 NWA Fig. 1 Si Kayiss, the
Line Vivre, Apprendre et S'épanouir Live, Learn and Thrive
AXA mascot on a
Microsoft Line Unlimited Potential Unlimited Potential
leaflet
 Proof of ESG strategy integrated to the core strategy
or part of the long-term strategic plan

No Evidence
42%

Evidence
58%

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.
 Pillar(s) of Sustainability evidenced in Citizenship
14

12
12

10
10

6 7 7

4
4

2 3

1 1
0
Community & Community & Environment Environment Environment, Environment, Environment, Not Applicable
Stakeholders Stakeholders and Profitability Community & Community & Profitability
Relations Relations and Stakeholders Stakeholders
Profitability Relations Relations and
Profitability

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.
 Citizenship themes addressed and publicly promoted
30

25 26

20
19

15
15

10

5
4 4 4 4 4
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 3
0

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).
 Citizenship themes addressed and publicly promoted by Company
7

6
6 6 6 6 6 6 6
5
5 5 5
4
4 4
3
3 3 3 3 3 3 3 3
2
2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2
1
1 1 1 1 1 1 1 1
0 0
0

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

No Flagship
Flagship
49%
51%

23 companies run a big-scale citizenship program.

Examples include MEDERSAT.COM for BMCE Bank or MOROCCO
INNOVATION INITIATIVE FOR IBM.
 Flagship programs by Themes
4,5

4
4
3,5

3
3 3
2,5

2
2 2
1,5

1
1 1 1 1 1 1 1 1 1
0,5

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

 Education-related Citizenship Programs
12
10
10
8
6 7
6 6
4
4 4 4
2 3 3 3 3 3 3 3
1 1 1 1 1 1 1 1 1 2 2 2 2 2
0

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.
 Education-related Citizenship Programs by Company
10

9
9 9
8
8
7
7
6
6 6 6 6
5

4
4 4
3
3 3
2
2 2 2 2 2 2
1
1 1 1 1 1 1 1
0

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.
 Digital inclusion-related Citizenship Programs
7

6
6
5

4
4
3
3 3 3
2
2 2 2 2
1
1 1 1 1 1 1 1 1 1
0

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.
 Digital-inclusion related Citizenship Programs by Company
8

7
7 7
6
6
5

4
4 4
3
3
2
2 2 2
1
1 1 1 1 1
0

Meditelecom run the highest number of digital inclusion programs in

Morocco, 7.
The company flagship program coincides with a digital inclusion initiative
 Digital Inclusion and Educational main partners by Company
12

10
2

5 5
8 Microsoft,
Meditelecom
and BMCE
6
2
Bank partner
with a large
0 2
number of
4 8
1 0 4 1 highly visible
organizations.
3 0 5
2 4 4 4 4
0 0 0 1 3 3 3 3
2 2 2
10 10 10 10 10 10 10 10 1 1
0 0 0 0

Digital
Educational
 Preferred Digital Inclusion and Educational partners
12

10
10

5
4

3 3 3
2
2 2 2 2 2 2 2 2 2

The Ministry of National Education is the partner of choice both for

education and ICT in education initiatives.
 Citizenship Programs run In-house or by a Foundation

Foundation
9%

In-House and
Foundation
15%

In-House
76%

Citizenship Programs run:

In-House 34
In-House and Foundation 7
Foundation 4
With 11 foundations in existence, the ratio is 1 foundation for every 4 companies.
 Board Committee(s) dedicated to Citizenship

Dedicated Board Committee

7%

Not applicable
29%

Foreign-controlled companies
64%

3 out of 16 Moroccan companies have a dedicated Board Committee

overseeing quality, hygiene, security, environment and/or community
relations matters
 Management Structures for Sustainability

Dedicated Department /
Manager
17%

Delegated Department / info

not available
83%

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.
 Citizenship Budget

disclosed; 1

undisclosed; 44

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).
 Participation in national sustainability or social welfare working groups

1
SIDA Entreprises maroc (HIV/AIDS)

1
Planet Finance Maroc

2
Fondation Academia

5
Pacte Mondial (Global Compact) Maroc

7
Fondation Mohammed VI pour la protection de l’environnement

0 1 2 3 4 5 6 7 8

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.
AGENDA
BACKGROUND ON THE STUDY
CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS

COMPANY PROFILES

BEST PRACTICES

KEY RECOMMENDATIONS
DELL Inc.
Citizenship Overview

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 Description Period Results
potential
- - - -

A profile offering more detail on each company citizenship can be read from the final
report in the .docx format.
AGENDA
BACKGROUND ON THE STUDY
CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS

COMPANY PROFILES

BEST PRACTICES
KEY RECOMMENDATIONS
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 Solar-powered telecom ICT in the Solar-powered telecom infrastructure site
ERICSSON infrastructure site Community
IBM Morocco Innovation Initiative Innovation Supporting an Innovation Ecosystem in
Morocco
INTEL Corp. ‘Intel Teach Program’ ICT Education IT skills for teachers

ITISSALAT AL Association Maroc Telecom ICT Support in opening phone shops,

MAGHRIB for Enterprise Creation Entrepreneurship entrepreneurship fund, scholarships

MEDITELECOM ‘LIAJLICOM’ ICT Support in opening community phone shops

Entrepreneurship as micro enterprises
ERICSSON TELEPHONE AB - SONY ERICSSON

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.

Good Case Practices

•''Lumière de Rhamna'' Program
•Solar-powered telecom infrastructure site
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 a network optimization program, including a 2000 -
infrastructure site complete turnkey GSM radio network, RBS, passive
antennas, MINI-LINK™, solar panels, battery back-up
and anti-collision lights.

Recent Program with a high Description Period Results

potential
Lumière de Rhamna'' e-health and e-education services to schools 2009 -
LUMIERE DE RHAMNA

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.
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 Deployment of the Students enjoy e-
Follow-up by the
business plan for the 3G network and education and e-
steering committee
3G network in schools equipment health services
Rhamna
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

VII. Communication
Not available

VIII. Budget
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
AGENDA
BACKGROUND ON THE STUDY
CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS

COMPANY PROFILES

BEST PRACTICES

WHAT WE DO & KEY RECOMMENDATIONS

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.

Good Case Practices

•AjialCom
•Innovative Teachers Program
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 Education & Citizenship Manager, Community Affairs Coordinator
Sustainability
Number of Citizenship Programs 15
Number of education and IT- 15
related Programs
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 2004 - See the program
(CACs) hosted within Youth Houses 2007 description page
Recent Program with a Description Period Results
high potential
- - - -
 PAST PROGRAMS
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
X
education family.
Availability of Microsoft ABC e-learning course, pre-loaded on each laptop to support
teachers IT skills self-training.
Al Jisr Al Jisr set up computer maintenance centers and we offered the training of the first batch of
X
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

Tarbiya.ma Creation of an educational portal for the education family in Morocco www.tarbiya.ma
X
WOMEN IN Training in business planning, professional development and information technology for
X
TECHNOLOGY women in the MENA region. In Morocco, training sessions were organized in Rabat, Azrou,
Oujda, Jerrada et Marrakech
Centre d’Appui aux An IT center set up within the Center for Development of Renewable Energies (CDER)
X
Maisons Energie premises; providing IT skills and an e-learning platform to Moroccan ‘green’ micro
entrepreneurs
Support to the Participation of Moroccan researchers to Microsoft Academic Days, Summer School 2006 of
X
Research community the ‘Inspire’ Program promoting interaction between universities in Africa, Europe and the
Middle East

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

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

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

Child Online Safety Production of a guide 'P@rents! in the Digital Era' that provides practical advice and
X
Program 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
MTIC Basic computing skills training for clients of micro credit associations who run micro
X
enterprises
ANNUAL BASIS

Software or Donation to prominent NGOs such as Association Bayti, L’heure Joyeuse, UNDP X
software/cash Morocco, Ateliers Sans Frontières Maroc
donation
Innovative Teachers A national competition to showcase innovative projects that make the use of X
Program 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.
Imagine Cup Global student technology competition focused on finding solutions to real- X
Morocco world issues – selection phase in Morocco
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.