An Exploratory Study on Digital Transformation and Communication within the Moroccan Firms

Starting from the beginning of the third millennium, firms around the world in various economic sectors have been powerfully affected by the evolution process of digital technology and associated internet developments.

The use of Internet and new digital technologies has been considered as a great revolution that will allow companies to benefit from new opportunities, in order to extend their activities and profitability, specifically through decreases in costs. While some companies have been investing rapidly in this new filed with the aim to take advantages of new opportunities, others seem to fail in following such developmental pattern.

The main research question in the present paper is to understand perceptions of a sample of Moroccan firms operating in Casablanca, regarding the currently observed process of communication-based digital transformation worldwide. In this sense, our study turns to be exploratory, that is based on open interviews, within a focus group of professionals in the digital sector, rather than on collected data and effective orientations. Such exploratory analysis will be followed by upcoming empirical studies for a more comprehensive understanding of the profession.

Our research paper aspires thereby to better grasping the process of digitalization of communication channels among the firms’ professionals, as selected. The ultimate target is to know how well firms are evolving in utilizing newly integrated digital tools, with respect to innovation and trademarks.

To address this issue in an exploratory perspective, we have resorted to a focus group-based enquiry with six professionals of firms operating in Casablanca. The methodological framework relies upon qualitative data, as collected through the conducted interviews.

The major research finding of the present paper is that the pattern of digital transformation and communication seems to follow the one observed worldwide. Nevertheless, in spite of strong customers’ expectations, some hesitations and inadequate fundraising allocations partially explain the relative slowness of the process. In terms of policy implications, a suitable public-private partnership is still needed so as Morocco can foster digital transformation for economic and social development as well as improvements in the population’s standards of life, especially through investment in human capital for better attractivity-generating progress.