International Journal of Accounting, Finance, Auditing, Management and Economics (IJAFAME)
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Integrating sustainability into management control systems: literature review
No full textThe concepts of sustainability and management control are of interest to researchers in a separate capacity. The concept of sustainability has become a primary concern for governments, institutions, businesses and individuals alike. Concurrently, management control systems are experiencing substantial changes, both in theory and in practice. The factors of sustainable development and its sustainability objective are considered contingent upon the design of control systems. This growing interest and evolution in the field necessitate a comprehensive examination of the interrelationship between these two concepts, which can be achieved through a systematic analysis of the integration of sustainability into management control systems. There is an increasing integrative approach to management control systems.
This semi-systematic review is part of this debate and aims to analyse studies carried out and published in peer-reviewed journals indexed in well-known databases (Elsevier, Emerald, Springer, etc.). The review encompassed 46 articles, which were analysed by theme to identify theoretical relationships that could be utilised in future research. The results obtained demonstrate two key findings. Firstly, there is an upward trend in research in this field with a view to enriching the theory of environmental management control systems. Secondly, sustainability is integrated into the practices, strategy, processes and financial communication of companies to varying degrees through sustainable reporting and ESG. The present review makes two principal contributions. Firstly, it responds to a call for further literature reviews on this subject. Secondly, it offers a practical solution in the form of a structured overview of the results of several articles, which in turn provide new avenues for theoretical or empirical research.
JEL classification: Q56, M49
Paper Type: Theoretical ResearchThe concepts of sustainability and management control are of interest to researchers in a separate capacity. The concept of sustainability has become a primary concern for governments, institutions, businesses and individuals alike. Concurrently, management control systems are experiencing substantial changes, both in theory and in practice. The factors of sustainable development and its sustainability objective are considered contingent upon the design of control systems. This growing interest and evolution in the field necessitate a comprehensive examination of the interrelationship between these two concepts, which can be achieved through a systematic analysis of the integration of sustainability into management control systems. There is an increasing integrative approach to management control systems.
This semi-systematic review is part of this debate and aims to analyse studies carried out and published in peer-reviewed journals indexed in well-known databases (Elsevier, Emerald, Springer, etc.). The review encompassed 46 articles, which were analysed by theme to identify theoretical relationships that could be utilised in future research. The results obtained demonstrate two key findings. Firstly, there is an upward trend in research in this field with a view to enriching the theory of environmental management control systems. Secondly, sustainability is integrated into the practices, strategy, processes and financial communication of companies to varying degrees through sustainable reporting and ESG. The present review makes two principal contributions. Firstly, it responds to a call for further literature reviews on this subject. Secondly, it offers a practical solution in the form of a structured overview of the results of several articles, which in turn provide new avenues for theoretical or empirical research.
JEL classification: Q56, M49
Paper Type: Theoretical Researc
Le modèle marocain d’internationalisation contextuelle face aux contraintes institutionnelles : L’Afrique francophone de l’ouest comme terre d’ancrage
No full textThis paper explores the specific determinants behind the success of Moroccan companies in their internationalization strategies in West Africa. Through a qualitative approach based on discourse analysis of expert insights gathered during an academic workshop, the study identifies five key strategic levers. First, Morocco’s structured institutional support—through public programs (such as Maroc Export), active economic diplomacy, and strategic infrastructure like the Tanger Med port—plays a fundamental role. This institutional framework strengthens the legitimacy of Moroccan firms in African markets. Second, cultural and linguistic proximity, especially shared Francophonie, facilitates entry into culturally compatible environments. Third, informal networks—built on interpersonal, diasporic, and social relationships—emerge as effective mechanisms for accessing African markets, bypassing institutional rigidities.
Furthermore, dynamic capabilities and intangible resources—such as intercultural competence, familiarity with local norms, and organizational flexibility—enable companies to adapt to uncertain and unstable environments. Finally, sectoral diversification provides strategic resilience against external shocks by spreading risks across multiple industries (pharmaceuticals, construction, agriculture). The analysis also highlights ongoing logistical and infrastructural challenges, which Morocco seeks to address through emerging logistics hubs such as Dakhla. While the Moroccan model demonstrates transferable potential, its performance remains closely tied to a structured national ecosystem. The study concludes by calling for broader quantitative research to generalize findings and refine African public policies on enterprise internationalization. This contribution aims to reinforce theoretical foundations while offering concrete strategic insights for implementation.
JEL Classification : F23, M16, O55
Paper type : Empirical researchCe travail explore les déterminants spécifiques de la réussite des entreprises marocaines dans leur stratégie d’internationalisation en Afrique de l’Ouest. À travers une approche qualitative fondée sur l’analyse de discours d’experts recueillis lors d’un workshop académique, l’étude met en évidence cinq leviers clés. D’abord, le soutien institutionnel structuré du Maroc, via des programmes publics (comme Maroc Export), une diplomatie économique active et des infrastructures stratégiques telles que le port Tanger Med, joue un rôle fondamental. Ce cadre institutionnel renforce la légitimité des entreprises sur les marchés africains. Ensuite, la proximité culturelle et linguistique, notamment la francophonie partagée, facilite l’implantation dans des contextes culturellement compatibles. Troisièmement, les réseaux informels, fondés sur des relations interpersonnelles, diasporiques et sociales, apparaissent comme des mécanismes efficaces de pénétration des marchés africains, en contournant des rigidités institutionnelles.
Par ailleurs, les capacités dynamiques et ressources immatérielles – comme la maîtrise interculturelle, la connaissance des codes locaux et la flexibilité organisationnelle – permettent aux entreprises de s’adapter à des environnements incertains et instables. Enfin, la diversification sectorielle offre une résilience stratégique face aux chocs exogènes, en dispersant les risques à travers plusieurs secteurs (pharmacie, BTP, agriculture). L’analyse met également en lumière les défis logistiques et infrastructurels persistants, que le Maroc tente de surmonter via des hubs logistiques comme Dakhla. Si le modèle marocain présente un potentiel transposable, ses performances restent liées à un écosystème national structuré. L’étude conclut en appelant à des recherches quantitatives élargies pour généraliser les résultats et affiner les politiques publiques africaines en matière d’internationalisation des entreprises. Cette contribution s’inscrit dans une logique de consolidation théorique et d’opérationnalisation stratégique.
Classification JEL : F23, M16, O55
Type de l’article : Recherche empiriqu
Dynamics of urban growth and challenges of territorial governance in Morocco: between challenges and perspectives
No full textThis paper examines the dynamics of urban growth and the challenges of territorial governance in three major Moroccan cities: Rabat, Casablanca, and Tangier. Drawing on a panel data set spanning the period from 2010 to 2023, we employ an econometric model using the ordinary least squares (OLS) method to examine the impact of multiple socio-economic variables on urban growth. The study primarily focuses on the role of local governance, public investment, unemployment, and access to basic services as key explanatory variables. Our findings highlight that territorial governance exerts a strong and statistically significant positive effect on urban growth. Similarly, public investments appear to be a powerful driver of urban development by stimulating infrastructure expansion and local economic activities. Access to essential urban services such as healthcare, education, and transportation also plays a vital role in enhancing urban dynamics and reducing spatial inequalities.
Conversely, the results indicate that high unemployment rates continue to constrain urban expansion, underscoring the importance of inclusive labor market policies. The comparison between the three cities reveals that Tangier, benefiting from large-scale infrastructure projects such as the Tangier Med Port, experiences a more dynamic urban growth compared to Casablanca and Rabat.
This research provides policy-relevant into the mechanisms of urban transformation in Morocco. It suggests that strengthening governance structures, improving coordination between territorial actors, and increasing investment in basic services are essential for sustainable and equitable urban development. The findings contribute to a better understanding of urbanization processes in the global south, and inform strategies to foster resilient and inclusive cities.
Classification JEL: R11, R58, H70, O18, C23, R13
Paper type: Empirical ResearchThis paper examines the dynamics of urban growth and the challenges of territorial governance in three major Moroccan cities: Rabat, Casablanca, and Tangier. Drawing on a panel data set spanning the period from 2010 to 2023, we employ an econometric model using the ordinary least squares (OLS) method to examine the impact of multiple socio-economic variables on urban growth. The study primarily focuses on the role of local governance, public investment, unemployment, and access to basic services as key explanatory variables. Our findings highlight that territorial governance exerts a strong and statistically significant positive effect on urban growth. Similarly, public investments appear to be a powerful driver of urban development by stimulating infrastructure expansion and local economic activities. Access to essential urban services such as healthcare, education, and transportation also plays a vital role in enhancing urban dynamics and reducing spatial inequalities.
Conversely, the results indicate that high unemployment rates continue to constrain urban expansion, underscoring the importance of inclusive labor market policies. The comparison between the three cities reveals that Tangier, benefiting from large-scale infrastructure projects such as the Tangier Med Port, experiences a more dynamic urban growth compared to Casablanca and Rabat.
This research provides policy-relevant into the mechanisms of urban transformation in Morocco. It suggests that strengthening governance structures, improving coordination between territorial actors, and increasing investment in basic services are essential for sustainable and equitable urban development. The findings contribute to a better understanding of urbanization processes in the global south, and inform strategies to foster resilient and inclusive cities.
Classification JEL: R11, R58, H70, O18, C23, R13
Paper type: Empirical Researc
Digitalisation et satisfaction des clients : un levier de performance pour l’industrie touristique et hôtelière de Fès-Meknès
No full textIn a context of accelerated digital transformation, this study aims to analyze the impact of digitalization on customer satisfaction in the tourism and hospitality sector of the Fès-Meknès region. It seeks to assess the extent to which digital tools and practices can serve as a performance lever for establishments in this industry by enhancing customer experience, loyalty, and competitiveness in a rapidly evolving digital environment.
In this perspective, the study presents an empirical investigation based on a questionnaire administered to a representative sample of 50 hotel customers. The results of the analysis, processed using SPSS software to clarify and convert the data into mathematical and econometric figures, demonstrate that digitalization—including tools such as cloud computing, artificial intelligence, connected experiences, chatbots, social media, online check-in, as well as augmented and virtual reality—significantly impacts hotel competitiveness and attractiveness to tourists. These tools allow for greater service personalization, faster and more effective communication with customers, and optimized hotel operations. Moreover, these technologies notably enhance customer loyalty, well-being, and overall satisfaction. This study positions digitalization as a key catalyst for customer satisfaction in the hospitality industry.
JEL classification: L2, M12, M54, O32.
Paper type: Theoretical ResearchDans un contexte de transformation digitale accélérée, cette étude a pour objet d’analyser l’impact de la digitalisation sur la satisfaction des clients dans le secteur touristique et hôtelier de la région Fès-Meknès. Elle vise à évaluer dans quelle mesure les outils et pratiques numériques peuvent constituer un levier de performance pour les établissements de cette industrie, en améliorant l’expérience client, la fidélisation et la compétitivité dans un contexte en pleine mutation digitale.
Dans cette optique, il présente une étude empirique centrée sur un questionnaire administré à un échantillon représentatif de 50 clients d'hôtels. Les résultats de cette analyse, traités à l'aide du logiciel SPSS pour clarifier et transformer les données en chiffres mathématiques et économétriques, démontrent que la digitalisation, incluant des outils tels que le cloud computing , l'intelligence artificielle, les expériences connectées, les chats robots, les réseaux sociaux, l'enregistrement en ligne, ainsi que la réalité augmentée et virtuelle, ces outils permettent une personnalisation accrue des services, une communication rapide et efficace avec les clients, et une gestion optimisée des opérations hôtelières , exerce un impact significatif sur la compétitivité des hôtels et leur attractivité pour les touristes. De plus, ces technologies améliorent notablement le degré de fidélisation et de bien-être des clients, ainsi que leur satisfaction globale. Cette étude positionne la digitalisation comme un catalyseur essentiel de la satisfaction client dans l'industrie hôtelière.
JEL Classification : L2, M12, M54, O32
Type du papier : Recherche Théoriqu
Corrélation entre le contexte économique et l'intensité des biais cognitifs au Maroc
No full textThe traditional economic models is facing limitations based on perfect rationality, behavioral finance highlights the decisive impact of cognitive biases in financial decisions, particularly during periods of economic instability. This article studies how economic fluctuations - crises and speculative bubbles - modulate the intensity of these biases in Morocco, a context marked by high informality, unequal access to financial information, and the growing influence of social networks. Drawing on the theoretical frameworks of Kahneman (2011) and Shiller (2000), as well as empirical data from Moroccan institutions (HCP, 2020; Bank Al-Maghrib, 2020), the study analyzes the predominance of biases such as loss aversion, the availability effect, overconfidence and the herd effect, as a function of economic cycles.
In Morocco the structural and cultural factors play a major amplifying role, exacerbating cognitive distortions in the absence of reliable information and widespread financial education. Economic crises and phases of speculative growth thus only accentuate irrational behavior, compromising long-term economic stability.
This work proposes concrete recommendations for mitigating the impact of cognitive biases, notably by strengthening financial education, improving economic transparency and implementing appropriate regulatory mechanisms. By mobilizing an interdisciplinary approach combining behavioral economics and institutional analysis, the article aims to contribute to greater cognitive and financial resilience in Morocco facing the economic cycles.
Classification JEL : D81, G01, G40, G41, O16
Paper type : Theoretical ResearchFace aux limites des modèles économiques traditionnels basés sur la rationalité parfaite, la finance comportementale met en lumière l'impact décisif des biais cognitifs dans les décisions financières, en particulier en période d'instabilité économique. Cet article étudie comment les fluctuations économiques — crises et bulles spéculatives — modulent l'intensité de ces biais au Maroc, un contexte marqué par une forte informalité, un accès inégal à l'information financière, et une influence croissante des réseaux sociaux. En s'appuyant sur les cadres théoriques de Kahneman (2011) et Shiller (2000), ainsi que sur des données empiriques issues d'institutions marocaines (HCP, 2020 ; Bank Al-Maghrib, 2020), l'étude analyse la prédominance de biais tels que l'aversion aux pertes, l'effet de disponibilité, la sur confiance et l'effet de troupeau, en fonction des cycles économiques.
Le cas marocain révèle que les facteurs structurels et culturels jouent un rôle amplificateur majeur, exacerbant les distorsions cognitives en l'absence d'une information fiable et d'une éducation financière généralisée. Crises économiques et phases de croissance spéculative ne font ainsi qu'accentuer les comportements irrationnels, compromettant la stabilité économique à long terme.
Ce travail propose des recommandations concrètes pour atténuer l'impact des biais cognitifs, notamment par le renforcement de l'éducation financière, l'amélioration de la transparence économique et la mise en place de dispositifs de régulation adaptés. En mobilisant une approche interdisciplinaire entre économie comportementale et analyse institutionnelle, l'article entend contribuer à une meilleure résilience cognitive et financière du Maroc face aux cycles économiques.
JEL Classification : D81, G01, G40, G41, O16
Type du papier : Recherche Théoriqu
L’émancipation au prisme du genre : analyse des courants féministes dans l’entrepreneuriat féminin
No full textThis article aims to critically examine the theoretical foundations of contemporary approaches to women's empowerment through entrepreneurship, drawing on key feminist perspectives. The objective is to develop an integrative analytical framework capable of capturing the diversity of women's entrepreneurial experiences within their situated social contexts, beyond normative and Western-centric interpretations.
The methodology is based on a critical, exploratory, and qualitative literature review. It relies on the analysis of theoretical and empirical studies drawn from recognized academic databases (Scopus, Web of Science, Cairn, JSTOR and ScienceDirect).
The findings highlight the plurality of feminist interpretations of empowerment: liberal feminism emphasizes formal equality but overlooks systemic inequalities; Marxist and socialist approaches underscore economic exploitation and the gendered division of labor; radical feminism challenges patriarchal structures; post-structuralist perspectives deconstruct dominant gender discourses; and intersectionality reveals the complexity of lived oppressions at the crossroads of multiple systems of domination.
The originality of this article lies in its critical articulation of these theoretical frameworks to better understand the differentiated mechanisms of women entrepreneurs’ agency, while accounting for the diversity of sociocultural contexts.
Classification JEL: L26
Paper type: Theoretical Research.Cet article vise à interroger les fondements théoriques des approches contemporaines de l’émancipation des femmes par l’entrepreneuriat, en mobilisant les principaux courants féministes. L’objectif est de construire un cadre analytique intégratif permettant de mieux comprendre la diversité des expériences entrepreneuriales féminines dans leurs contextes sociaux situés, au-delà des lectures normatives et occidentalo-centrées.
La méthodologie adoptée repose sur une revue de littérature critique, exploratoire et qualitative. Elle s’appuie sur l’analyse de travaux théoriques et empiriques issus de bases de données académiques reconnues (Scopus, Web of Science, Cairn, JSTOR et ScienceDirect).
Les résultats montrent que les courants féministes offrent des lectures contrastées de l’émancipation : le féminisme libéral privilégie l’égalité formelle mais ignore les inégalités structurelles ; les approches marxistes et socialistes insistent sur les dimensions économiques de la domination ; le féminisme radical met en lumière les logiques patriarcales ; les perspectives post-structuralistes déconstruisent les normes de genre dominantes ; enfin, l’intersectionnalité révèle la multiplicité des oppressions vécues.
L’originalité de cet article réside dans l’articulation critique de ces cadres théoriques pour mieux cerner les mécanismes différenciés d’agentivité des femmes entrepreneures, en tenant compte de la diversité des contextes socioculturels.
JEL Classification : L26
Type du papier : Recherche Théorique
L’apport du pilotage de la performance et du contrôle de gestion à la performance organisationnelle au sein du secteur public à la lumière des nouvelles dispositions législatives et réglementaires marocaines
No full textManagement control is emerging as a crucial tool for enhancing organizational performance in the public sector. This analytical theoretical study examines the influence of recent regulatory reforms—particularly Organic Law No. 130-13 on public finance and Decree No. 2-22-580—on the conceptual evolution of management control and performance management within public organizations in Morocco. The objective of this theoretical analysis is to assess how new legal requirements are redefining the conceptual frameworks of management control and theoretically influencing improvements in organizational performance. The main research questions focus on the theoretical impact of management control on governance, accountability, and its conceptual role in aligning performance with legal requirements. This research adopts an analytical theoretical approach based on a critical and systematic review of specialized literature. The methodology involves a comparative analysis of existing theoretical frameworks of management control in the public sector, contrasted with the new Moroccan regulatory provisions. The analysis draws upon legislative texts, conceptual frameworks developed in academic literature, and theoretical models of public performance. This theoretical analysis proposes a renewed conceptual framework for management control in the context of public sector reforms in Morocco. The study highlights the necessary theoretical developments to adapt management control tools to the new legal requirements and offers conceptual guidelines for optimizing the organizational performance of Moroccan public entities within this new regulatory framework.
JEL Classification: H83, H61, M41, M48, D73, O23
Type of paper: Theoretical research Le contrôle de gestion émerge comme un outil crucial pour accroître la performance organisationnelle dans le secteur public. Cette étude théorique analytique examine l'influence des récentes réformes réglementaires, notamment la loi Organique n° 130-13 sur les finances publiques et le Décret n° 2-22-580, sur l'évolution conceptuelle du contrôle de gestion et de la gestion de la performance au sein des organismes publics au Maroc. L'objectif de cette analyse théorique est d'évaluer comment les nouvelles exigences légales redéfinissent les cadres conceptuels du contrôle de gestion et influencent théoriquement l'amélioration de la performance organisationnelle. Les questions de recherche principales portent sur l'impact théorique du contrôle de gestion sur la gouvernance, la reddition de comptes, ainsi que sur son rôle conceptuel dans l'alignement de la performance avec les exigences légales. Cette recherche adopte une approche théorique analytique basée sur une revue critique et systématique de la littérature spécialisée. La méthodologie consiste en une analyse comparative des cadres théoriques existants du contrôle de gestion dans le secteur public, confrontés aux nouvelles dispositions réglementaires marocaines. L'analyse s'appuie sur l'examen des textes législatifs, des cadres conceptuels développés dans la littérature académique, et des modèles théoriques de performance publique. Cette analyse théorique permet de proposer un cadre conceptuel renouvelé du contrôle de gestion dans le contexte des réformes du secteur public marocain. L'étude met en lumière les évolutions théoriques nécessaires pour adapter les outils de contrôle de gestion aux nouvelles exigences légales et propose des orientations conceptuelles pour optimiser la performance organisationnelle des entités publiques marocaines dans ce nouveau contexte réglementaire.
Classification JEL : H83, H61, M41, M48, D73, O23
Type de l’article : Recherche théoriqu
L’esprit entrepreneurial au Maroc : Catalyseur environnemental de développement de l’entreprise
No full textThe entrepreneurial spirit could be perceived as a way of thinking present among a certain number of actors (young graduates, researchers, State, NGOs, etc.) favoring, in the first place, the creation of companies, commonly called startups, in order to satisfy economic, social, societal concerns, etc. The entrepreneurial spirit could be analyzed as a pillar of development and sustainability of the company created provided that the internal (entrepreneur, employees, etc.) and external (NGO, State, etc.) actors are part of a perspective of innovation, continuous improvement and therefore preparation of an environment conducive to the appearance and exploitation of new ideas, technologies, techniques, practices, etc.
The article is built on the analysis and synthesis of scientific literature, which makes it possible to describe the impact of environmental components on entrepreneurship in Morocco as well as the role of its components in the sustainability of the business. Precisely, a literature review linked to the concept of entrepreneurship, its definition, its context of emergence in Morocco; in order to better illustrate the role of each component of the environment (State, university, NGO, rest of the world, etc.) in entrepreneurship in Morocco.
Keywords: Entrepreneurial spirit, start-up, environmental stakeholders.
Classification JEL: L2
Paper type: Empirical Research
L’esprit entrepreneurial pourrait être perçu comme un mode de pensée présent chez un certain nombre d’acteurs (jeunes diplômés, chercheurs, État, ONG, etc.) favorisant, en premier lieu, la création des entreprises, communément appelées start-up, afin de satisfaire des préoccupations économiques, sociales, sociétales, etc. L’esprit entrepreneurial pourrait être analysé comme un pilier de développement et pérennité de l’entreprise créée à condition que les acteurs internes (entrepreneur, salariés, etc.) et externes (ONG, État, etc.) s’inscrivent dans une perspective d’innovation, d’amélioration continue et de ce fait de préparation d’un environnement propice pour l’apparition et l’exploitation de nouvelles idées, technologies, techniques, pratiques, etc.
L'article est construit sur l'analyse et la synthèse de la littérature scientifique qui permettent de décrire L’impact des composantes de l’environnement sur l’entrepreneuriat au Maroc ainsi que le rôle de ses composantes dans la pérennité de l’entreprise. Précisément, une revue de littérature liée au concept de l’entrepreneuriat, sa définition, son contexte d’émergence au Maroc, afin de mieux illustrer le rôle de chaque composante de l’environnement (État, université, ONG, reste du monde....) dans l’entrepreneuriat au Maroc.
Mots clés : Esprit entrepreneurial, start-up, les parties prenantes internes et externes.
JEL Classification : L2
Type du papier : Recherche Empirique
 
La marque : applicabilité au parti politique et son impact sur la réussite électorale
No full textDue to its global nature and its ability to create value, the concept of branding has been applied to various entities. According to Keller (2008), brand management can be applied to a wide range of diverse areas, including tangible goods, services, places, ideas, as well as individuals (politicians) and organizations of all kinds such as political parties. Scammell (2007) argues that political branding is a burgeoning trend in political marketing. The use of branding technology in campaigns is becoming increasingly prevalent. The concept of political branding wasn't embraced overnight. Its roots trace back to studies of motivation in political science and the examination of reputation among voters in political marketing. The practice of party branding has recently expanded to developing countries. In line with Ahmed et al. (2011), according to a study conducted in Pakistan, voters have become highly discerning and demanding, prompting parties to develop strategies that professionally cater to voter needs. Perhaps this is the primary reason research on applying branding to political parties is proliferating both in developed and developing countries.
In this article, we will adopt a conceptual typology for our literature review, aiming to highlight the impact of branding on electoral success by clarifying concepts related to political branding and its various typologies. The novelty of our article lies in applying marketing principles and relationships to political domains, specifically the concept of branding, which is recognized as a decision-making tool in the commercial context. This reinforces the idea that adopting the branding concept from political marketing can serve as a decision guide for voters during elections and subsequently become a significant factor influencing the voting decision-making process.
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Keywords: Political branding, political marketing, electoral success, voting decision-making process
JEL Classification: M0, M3
Paper type: Theoretical Research En raison de son caractère mondial et de sa capacité à créer de la valeur, le concept de marque a été appliqué à de multiples entités. Selon Keller (2008), la gestion de marque peut être appliquée à plusieurs domaines extrêmement diversifiés : tel que les biens tangibles, les services, les lieux, les idées, mais aussi à des personnes (hommes politiques) ou des organisations de tous types tels que les partis politiques.
Scammell (2007) estime que l’image de marque politique est une nouvelle tendance du marketing politique. L'utilisation de la technologie de branding dans les campagnes est de plus en plus courante. Le concept de branding en politique n’a pas été adopté d’un seul coup. Ses racines remontent à l’étude de la motivation en science politique et à l’étude de la réputation auprès des électeurs en marketing politique.
La pratique de l’image de marque des partis s’est récemment étendue aux pays en voie de développement. Conformément à Ahmed et al. (2011), selon une étude menée au Pakistan, les électeurs sont devenus très attentifs et exigeants, obligeant les partis à développer des stratégies répondant de manière professionnelle aux besoins des électeurs. C’est peut-être la principale raison pour laquelle les recherches sur l’application de l’image de marque aux partis politiques se multiplient dans les pays développés comme dans les pays en développement.
Dans cet article, on optera pour une typologie conceptuelle de notre revue de littérature, dans le but de mettre en évidence l’impact de la marque sur la réussite électorale, en clarifiant les notions liées à la marque politique et ses différentes typologies. L'originalité de notre article se trouve dans l'application des principes et des relations du marketing aux domaines politiques, en particulier la notion de la marque, qui est reconnue en tant qu'outil de décision dans le contexte commercial. Cela renforce l'idée que l'adoption du concept de marque issu du marketing politique peut agir comme un guide de décision pour les électeurs lors du vote et par un la suite, un facteur important influençant le processus décisionnel de vote.
Mots clés : Marque politique, le markéting politique, réussite électorale, processus décisionnel de vote
Classification JEL : M0, M3
Type de l’article : article théorique
Study of the purchase intention of organic infant food products: survey of Moroccan parents
No full textFeeding is an important event in the lives of infants and young children. It represents the focus of attention for parents and other caregivers, as well as a source of social interaction through verbal and non-verbal communication. The eating experience provides not only nutritional value but also learning opportunities. It affects children's growth and physical health, as well as their psychosocial and emotional development. This leads to an understanding of why parents are willing to pay more to feed their children organic produce.
To study parents' intention to buy organic food for their children, we conducted a survey of 402 peoples to analyze their purchasing behavior and the main determinants of choice for organically prepared baby food products.
The main results of the study highlighted the essential roles of motivation, accessibility, knowledge, and previous behavior in parents' intention to buy organic baby food for their babies. However, the main limitation that needs to be taken into account is that the study was carried out on a specific population, which hinders the generalization of its conclusions.
Keywords: Organic baby food, purchase intention, healthy food, young parents.
JEL code: Q13, Q18, M30, M31
Paper Type: Empirical ResearchFeeding is an important event in the lives of infants and young children. It represents the focus of attention for parents and other caregivers, as well as a source of social interaction through verbal and non-verbal communication. The eating experience provides not only nutritional value but also learning opportunities. It affects children's growth and physical health, as well as their psychosocial and emotional development. This leads to an understanding of why parents are willing to pay more to feed their children organic produce.
To study parents' intention to buy organic food for their children, we conducted a survey of 402 peoples to analyze their purchasing behavior and the main determinants of choice for organically prepared baby food products.
The main results of the study highlighted the essential roles of motivation, accessibility, knowledge, and previous behavior in parents' intention to buy organic baby food for their babies. However, the main limitation that needs to be taken into account is that the study was carried out on a specific population, which hinders the generalization of its conclusions.
Keywords: Organic baby food, purchase intention, healthy food, young parents.
JEL code: Q13, Q18, M30, M31
Paper Type: Empirical Researc