The Role of Corporate Social Responsibility (CSR) in the Telecommunications Industry : An Overview of the Case of "Orange Tunisie" Operator

Abstract

The aim of this paper is to present new orientations for research in the field of information systems in the context of CSR. It offers an original conceptual analysis that integrates the CSR approach, which enables decision making, governance and strategic alignment of the Information and Communication Technologies (ICT), business and sustainability. In the actual context of the changing environment, a consensus regarding the need to change the pattern of development and growth comes to light. The CSR emerges as a new paradigm for economics. Its alliance with other economic concepts seems to become a necessity that aims at an approach for a global and sustainable performance for the company. As long as the firms’ IT departments are energy consumers, it is of paramount importance to reconcile the new technologies and the CSR. Hence, in order for the company to stand out and increase its competitiveness, it has to think in terms of global, economic, social and environmental performance that would ensure a sustainable growth. The importance of the small and medium-sized enterprises in the Maghreb’s economies and the challenges of the CSR implementation in such institutions should prompt us to wonder about the incentives and the engagement factors of managers in favor of the CSR while incorporating the ICT. It seems interesting, then, to discover the way to combine the ICT and the social practices, in order to ensure a sustainable performance for the company. An illustration of the case of "Orange Tunisie" operator will be advanced.