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Vol.15, No.1, February 2026. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
An Action Research on OCP's Joint Ventures' Business Models: Impact of Integrating CSR in the Context of Responsible Innovation
Hanane El Amraoui, Mounir Bellari, Zineb Rahim
© 2026 Hanane El Amraoui, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 15, Issue 1, Pages 313-322, ISSN 2217-8309, DOI: 10.18421/TEM151-28, February 2026.
Received: 02 March 2025.
Abstract:
A growing body of literature indicates that integrating CSR (Corporate Social Responsibility) into innovation can lead to more sustainable business models. Scholars suggest that responsible innovation often emphasizes social and environmental goals alongside economic performance. This study addresses the research question: What business model best reflects strategic social responsibility in the context of responsible innovation? It is hypothesized that integrating CSR into innovation processes drives sustainable and inclusive business model transformations in joint ventures. A qualitative action research design was employed. A stratified sample of ten OCP joint ventures was studied, with data collected through non-participant observations and semi-structured interviews with eight senior managers (various functional backgrounds, 12–25 years of experience). Official documents from OCP and joint ventures were also analyzed. The findings reveal a marked shift from traditional to integrated innovation models. CSR integration prompted the development of green and social innovations, fundamentally transforming core business model components (value proposition, value architecture, and profit model) toward sustainability. These results suggest that CSR serves as a strategic lever for innovation and value creation in joint ventures.
Keywords – Corporate social responsibility, responsible innovation, business model, joint ventures, OCP. |
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