L’adoption de la digitalisation par les coopératives marocaines : une étude préliminaire de la région Fès-Meknès
While digitization, i.e., the partial transformation of organizational processes, can help simplify economic and managerial transactions, notably by broadening the target clientele and improving the services offered, its adoption by Moroccan cooperatives remains largely uneven. The aim of this study...
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| Hlavní autoři: | , |
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| Médium: | Article ou chapitre numérique |
| Jazyk: | Français |
| Vydáno: |
2025
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| On-line přístup: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Shrnutí: | While digitization, i.e., the partial transformation of organizational processes, can help simplify economic and managerial transactions, notably by broadening the target clientele and improving the services offered, its adoption by Moroccan cooperatives remains largely uneven. The aim of this study is to shed light on this ambiguity and to understand this heterogeneity, based on a questionnaire and interviews conducted with 20 cooperatives during the Fès-Meknès regional social and solidarity economy trade fair “Creative Cooperatives” in February 2024. The results show that some cooperatives are reluctant to go digital due to the low penetration of digital channels among their customers and their preference for word-of-mouth marketing. However, for others, digitization improves operational efficiency, offers increased collaboration, new marketing opportunities, easier access to information, and greater transparency and traceability. JEL Codes: J54, R11, O33 |
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