International Journal of Accounting, Finance, Auditing, Management and Economics - IJAFAME
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Marketing de santé : La prévention sanitaire, un défi en termes de communication
No full textThe objective of this research is to provide new, but above all, practical and factual, insights by integrating social media into the communication dimension of a health crisis. To address this challenge, it therefore appears interesting to determine the communication role of healthcare institutions in raising awareness of a health crisis through the use of social media as a prevention tool, in light of the epidemic risk posed by this pandemic.
To achieve this objective, the study will adopt a quantitative approach that will consist of identifying observable and quantifiable data based on a questionnaire administered to a representative sample of Internet users, including items specific to each of the key research concepts. This quantitative study was conducted on a sample of 100 individuals to outline the research questions raised. Our study revealed that 61% of respondents indicated that using social media for awareness-raising is necessary these days for hospitals to be seen and heard, while 45% of hospitals do not use platforms (Facebook, YouTube, or Twitter) to raise awareness about the coronavirus disease. This means that adopting a health prevention strategy through digital media remains essential, which will enable hospitals to engage in the good of health.
The study sample found that the most credible media were those carried by official media outlets. Social media were rated moderately credible, with factors such as age and education level influencing the impact. Furthermore, through this study, we concluded that the sample members perceive that social media have an impact on health promotion in crisis situations. This study will aim, among other things, to highlight the positive impact of social media and to propose avenues of action against the infodemic and the spread of rumors during a health crisis.
Classification JEL: M30, M37, L86.
Paper type : Empirical ResearchCette recherche a pour objectif d'apporter des éléments nouveaux, mais surtout, pratiques et factuels, intégrant les réseaux sociaux dans la dimension communicationnelle dans une crise sanitaire. Pour répondre à cet enjeu, il apparait donc intéressant de déterminer le rôle de communication des établissements de santé dans la sensibilisation à une crise sanitaire à travers l'utilisation des médias sociaux comme outil de prévention à la lumière de la présence d'un risque épidémique représenté par cette pandémie.
Pour atteindre cet objectif, l’étude adoptera une approche quantitative qui consistera à faire ressortir des données observables et quantifiables sur la base d’un questionnaire administré à un échantillon représentatif d’internautes qui inclura des items propres à chacune des notions clés de la recherche. Cette étude quantitative a été menée sur un échantillon de 100 personnes pour esquisser les questions de recherches soulevées.
Notre étude a révélé que 61% des répondants montrent que l’utilisation des réseaux sociaux pour la sensibilisation est nécessaire de nos jours pour que les hôpitaux soient visualisés et entendus, tandis que 45% des établissements hospitaliers n’utilisent pas de plateformes (Facebook- Youtube -Twitter) pour sensibiliser à la maladie du Coronavirus. Cela signifie que l’adoption d’une stratégie de prévention de santé à travers les médias numériques reste nécessaire, ce qui permettra aux hôpitaux de s'engager dans le bien de la santé.
L'échantillon de l'étude constate que les médias les plus crédibles sont ceux portés par les médias officiels. Tandis qu’une crédibilité moyenne a été attribuée aux réseaux sociaux avec une influence des facteurs de l’âge et du niveau d’instruction. Aussi, à travers cette étude, nous avons conclu que les membres de l'échantillon perçoivent que les médias sociaux ont une influence pour la promotion de la santé en situation de crise. Cette étude visera, entre autres, à positiver l’action des médias sociaux ainsi que proposer des pistes d’action contre l’infodémie et la propagation des rumeurs en période de crise sanitaire.
JEL Classification: M30, M37, L86.
Type de l’article : Recherche empirique
Spatial Analysis of Regional Disparities in Education and Unemployment: The Mediating Role of GDP
No full textThe present paper examines the access to the Moroccan labour market. The latter, no doubt, faces several obstacles such as demographic, economic, educational problems. These factors, lead to disparities and hinder the professional insertion of young graduates. Based on an exploratory spatial analysis, this work will evaluate professional insertion, higher education and economic growth in the regional level. For this regional context, we have chosen the educational factor, which reflects the rate of access to higher education and the degree level of the graduates and the economic factor, which expresses the degree of wealth creation. At the end, a lose look will be given job creation rate for each region.
This research adopts a regional exploratory methodology of Geo-referenced Data and confirmatory spatial data analysis techniques to study the link between variables. The global spatial autocorrelation result based on Moran's I statistic confirms the existence of positive spatial autocorrelation and significant clustering of educational inequality, GDP disparity and professional insertion. This study also showed that economic growth mediates the relationship between education and professional insertion. The findings support the ideas of the centre-periphery theory and highlight the functional relationship between what happens at one point in space and what is happening elsewhere.
JEL Classification: C31; R12; P48; R11; R23; A23; I24
Paper type: Empirical ResearchThe present paper examines the access to the Moroccan labour market. The latter, no doubt, faces several obstacles such as demographic, economic, educational problems. These factors, lead to disparities and hinder the professional insertion of young graduates. Based on an exploratory spatial analysis, this work will evaluate professional insertion, higher education and economic growth in the regional level. For this regional context, we have chosen the educational factor, which reflects the rate of access to higher education and the degree level of the graduates and the economic factor, which expresses the degree of wealth creation. At the end, a lose look will be given job creation rate for each region.
This research adopts a regional exploratory methodology of Geo-referenced Data and confirmatory spatial data analysis techniques to study the link between variables. The global spatial autocorrelation result based on Moran's I statistic confirms the existence of positive spatial autocorrelation and significant clustering of educational inequality, GDP disparity and professional insertion. This study also showed that economic growth mediates the relationship between education and professional insertion. The findings support the ideas of the centre-periphery theory and highlight the functional relationship between what happens at one point in space and what is happening elsewhere.
JEL Classification: C31; R12; P48; R11; R23; A23; I24
Paper type: Empirical Researc
Vers un modèle d’implémentation de l’ERP dans le secteur public
No full textAlthough the advent of Enterprise Resource Planning (ERP) systems dates back to the end of the 20th century, their adoption by Moroccan public administrations and institutions is still in its embryonic stage. This highlights the relevance of this research, which aims to encourage public leaders across all sectors to adopt these systems. Undoubtedly, ERP systems will have a positive impact on the operations of these institutions by introducing best practices and, consequently, improving the public services offered to citizens. To achieve this, we conducted a case study of the Regional Agricultural Development Office of Souss Massa, with the goal of developing the ideal ERP implementation process. This process not only outlines the phases to follow but also identifies all variables that could influence the success of the implementation. This process is the result of both an in-depth literature review of existing theoretical models and the observation of all phases of an implementation project. This has led to the creation of a process structured around seven phases, which provides clarity on all the ambiguities associated with ERP implementation.
JEL code: O33
Paper type: Empirical research.Nonobstant que l’avènement des progiciels de gestion ‘‘ERP’’ remonte à la fin du 20ème siècle, leur adoption par les administrations et établissements publics marocains est encore dans un état embryonnaire, d’où l’intérêt de cette recherche qui a pour objectif d’inciter les dirigeants publics, tous secteurs confondus, à les adopter. Ces progiciels auront, sans aucun doute, un impact positif sur la façon de faire de ces établissements par le biais de l’introduction des best practices, et par conséquent l’amélioration du service public offert aux citoyens. Pour ce faire, nous avons procédé à l’étude du cas de l’Office Régional de Mise en Valeur Agricole du Souss Massa, en vue de produire le processus idéal d’implémentation de l’ERP qui présente non seulement les phases à suivre mais également toute variable susceptible d’impacter la réussite de cette implémentation. Ce processus est le résultat non seulement d’une revue de littérature approfondie des modèles théoriques existants, mais également de l’observation de toutes les phases d’un projet d’implémentation. Chose qui a donné naissance à un processus qui s’articule autour de sept phases et qui apporte des éclaircissements à toutes les zones d’ombre liées à l’implémentation des ERP.
Classification JEL: O33
Type de l’article : Recherche appliquée
L’intelligence artificielle : Levier d’innovation et de transformation dans les sciences économiques et de gestion
No full textThe artificial intelligence is now emerging as a major lever for transformation in the fields of economics and management. Through its capabilities for massive data analysis, advanced modeling, and automation of decision-making processes, it is redefining traditional practices and paving the way for new managerial and organizational dynamics. However, this transformation raises ethical, social, and governance issues, requiring thoughtful and responsible integration of these technologies. This article adopts a critical theoretical approach and a literature review to explore the contributions of AI to economic modeling and organizational transformation, while highlighting the associated risks, particularly in terms of cybersecurity and equity. Particular attention is paid to the Moroccan context, through the examination of emerging initiatives and their concrete effects on economic and managerial practices.
Classification JEL : O33, O38, M15, M53, L86, J24, D83, D81, D01, K24, E27
Paper type: Theoretical ResearchL’intelligence artificielle (IA) s’impose aujourd’hui comme un levier majeur de transformation dans les domaines de l’économie et de la gestion. Par ses capacités d’analyse massive de données, de modélisation avancée et d’automatisation des processus décisionnels, elle redéfinit les pratiques traditionnelles et ouvre la voie à de nouvelles dynamiques managériales et organisationnelles. Toutefois, cette mutation soulève des questions éthiques, sociales et de gouvernance, nécessitant une intégration réfléchie et responsable de ces technologies. Cet article adopte une approche théorique critique et une analyse documentaire pour explorer les apports de l’IA à la modélisation économique et à la transformation des organisations, tout en mettant en lumière les risques associés, notamment en matière de cybersécurité et d’équité. Une attention particulière est accordée au contexte marocain, à travers l’examen d’initiatives émergentes et de leurs effets concrets sur les pratiques économiques et managériales.
Classification JEL : O33, O38, M15, M53, L86, J24, D83, D81, D01, K24, E27
Type du papier : Recherche Théoriqu
Le rôle de l’actionnaire étranger dans l’amélioration de la performance de leur entreprise
No full textThis article aims to highlight the role that foreign shareholders can play in the governance of their company. Their ability to monitor is closely linked to their interests and their involvement in the company's activities. We therefore analyse, through the prism of agency theory, the effect of their nature (institutional, government, individual) and their status within the company (manager, employee, board member) on their company's performance.
The data are processed using generalised linear models (GLM) on a sample of 193 companies, some or all of whose capital is held by one or more foreign shareholders.
The results show that, regardless of the nature of the foreign shareholder, his or her shareholding has a positive influence on the company's performance. Furthermore, the fact that they hold management positions within the company also contributes to improving the company's performance. Overall, these results confirm the convergence of interests thesis developed by Jensen and Meckling (1976).
JEL classification : G31
Type of paper : Empirical researchL’objectif de cet article est de mettre en lumière le rôle que peuvent jouer les actionnaires étrangers dans la gouvernance de leur entreprise. En effet, leur capacité à surveiller est étroitement liée à leurs intérêts et à leur implication dans les activités de l’entreprise. Ainsi, nous analysons, sous le prisme de la théorie de l’agence, l’effet de leur nature (institutionnels, gouvernements, particuliers) et de leur statut au sein de l’entreprise (dirigeant, salarié, membre du conseil d’administration) sur la performance de leur entreprise.
Les données sont traitées à l’aide des modèles linéaires généralisés (GLM) sur un échantillon de 193 entreprises, dont une partie ou la totalité du capital est détenue par un ou plusieurs actionnaires étrangers.
Les résultats montrent que, peu importe, la nature de l’actionnaire étranger, sa participation au capital a une influence positive sur la performance de l’entreprise. De plus, le fait qu’ils occupent des postes de direction au sein de l’entreprise contribue également à améliorer la performance de celle-ci. Dans l’ensemble, ces résultats confirment la thèse de la convergence des intérêts développée par Jensen et Meckling (1976).
Classification JEL : G31
Type du papier : Recherche empiriqu
Les modèles de gestion des connaissances dans les établissements d’enseignement supérieur : revue systématique de littérature et orientations futures de la recherche
No full textThe growing awareness of the importance of Knowledge Management (KM) in the academic context has prompted many researchers and practitioners to develop various models to facilitate its implementation. The literature suggests that adopting knowledge management practices would contribute to improving the organizational performance of higher education institutions (HEIs).
While numerous studies have addressed knowledge management in various private and public contexts, we observe a lack of studies specifically addressing the academic context. The objective of this study is to identify, analyze, and compare, through a systematic literature review, original and derived KM models based on their functions and purposes, discuss their strengths and weaknesses, and thus provide a coherent overview of existing approaches.
The methodology used is that of a systematic literature review (SLR), conducted rigorously according to established guidelines. It includes defining research questions, determining literature sources, defining search keywords, evaluating literature quality, and data extraction.
The results show that numerous knowledge management models exist, with distinct contributions and limitations, and that proposing a KM model adapted to the specificities of Moroccan higher education institutions remains a promising perspectiveLa prise de conscience de l'importance de la gestion des connaissances (GC) dans le contexte académique a incité de nombreux chercheurs et praticiens à développer divers modèles pour en faciliter l’implémentation. La littérature suggère que l’adoption des pratiques de gestion des connaissances contribuerait à l’amélioration de la performance organisationnelle des établissements d’enseignements supérieur (EES).
Nombreux sont les travaux ayant traité de la gestion des connaissances dans divers contextes, tant privés que publics, nous constatons cependant un manque d’études traitant spécifiquement du contexte académique. L’objectif de cette étude est d’identifier, analyser et comparer, à travers une revue systématique de la littérature, des modèles de knowledge management, originaux et dérivés, sur la base de leurs fonctions et leurs finalités, et à en discuter les forces et faiblesses, et ainsi de fournir une vue d'ensemble cohérente de l’existant.
La méthodologie utilisée est celle de la revue systématique de la littérature (SLR), réalisée rigoureusement selon les directives. Elle comprend la définition des questions de recherche, la détermination des sources de littérature, la définition des mots-clés de recherche, l'évaluation de la qualité de la littérature et l'extraction des données.
Les résultats montrent qu'il existe de nombreux modèles de gestion des connaissances, avec des apports et limites distincts, et que la proposition d’un modèle de gestion des connaissances adapté aux spécificités des EES marocains demeure une perspective prometteuse
Beyond traditional performance metrics: Incorporating operational risk into measuring banks’ financial performance
No full textThis paper aims to open the discussion on the implementation of performance metrics that are adjusted to operational risk in the context of banks. It introduces the subject of new and improved versions of RAROC and EVA, the two main risk-adjusted performance metrics, but this time, taking into account the probable loss caused by operational risk within banks or banks business units. It is based on a narrative literature review, using a flexible approach to engage in a critical and conceptual discussion on incorporating operational risk into bank performance indicators. This work followed a logical order of analysis, discussing financial performance as well as operational performance before diving into operational risk and glossing over some of the difficulties associated with measuring and managing it, all while discussing the Basel II requirements associated with it. Towards the end, it establishes the relationship between financial performance and operational risk and proceeds to dismantle the traditional performance metrics such as ROA for their lack of consideration of operational risk or any risk for that matter and reaffirms the need of performance risk-adjusted metrics especially ones attuned to operational risk due to both its variety and complexity.
Classification JEL: G20
Paper Type: Theoretical Research.Cet article a pour objectif d'ouvrir la discussion sur la mise en place de mesures de performance ajustées au risque opérationnel dans le contexte bancaire. Il aborde le sujet des nouvelles versions améliorées de RAROC et EVA, les deux principaux indicateurs de performance ajustée au risque, mais cette fois en tenant compte de la perte probable causée par le risque opérationnel au sein des banques ou de leurs unités opérationnelles. Cet article est basé sur une revue de la littérature narrative, utilisant une approche flexible pour engager une discussion critique et conceptuelle sur l'intégration du risque opérationnel dans les indicateurs de performance bancaire. Le travail accompli suit un ordre logique d'analyse, en abordant la performance financière ainsi que la performance opérationnelle, avant de se pencher sur le risque opérationnel et de survoler certaines des difficultés liées à sa mesure et à sa gestion, tout en discutant des exigences de Bâle II qui y sont associées. Vers la fin, il établit la relation entre la performance financière et le risque opérationnel, puis procède à la remise en question des indicateurs traditionnels de performance tels que le ROA, en raison de leur absence de prise en compte du risque opérationnel ou de tout autre risque, et réaffirme la nécessité de mesurer la performance à l’aide d’indicateurs ajustés au risque, en particulier ceux adaptés au risque opérationnel en raison de sa diversité et de sa complexité.
JEL Classification : G20
Type du papier : Recherche théorique
The Ambidexterity of very small enterprises: a qualitative exploration of the challenges and the role of support services and collaboration
No full textThis article is the result of a larger study that explores the concept of organizational ambidexterity, highlighting its importance within Moroccan Very Small Enterprises (VSEs). The study examines how VSEs manage to reconcile exploitation and exploration, by qualitatively examining ambidexterity through semi-structured interviews with 10 managers of a set of VSEs of the North of Morocco.
Specifically, this article concentrates on the duality of challenges-facilitators as related to VSEs endeavor to strike a balance between exploitation and exploration. Consequently, the analysis of the results and the discussion focus on identifying the challenges and barriers to ambidexterity within VSEs, while highlighting the crucial role of support services and collaborations in promoting organizational ambidexterity in the context of very small companies.
The conclusions of the study are especially of interest for the elaboration of VSEs development policies aiming to enhance their ambidexterity to meet the challenges of a complex and ever-evolving environment.
JEL Classification: M100
Paper type: Empirical researchThis article is the result of a larger study that explores the concept of organizational ambidexterity, highlighting its importance within Moroccan Very Small Enterprises (VSEs). The study examines how VSEs manage to reconcile exploitation and exploration, by qualitatively examining ambidexterity through semi-structured interviews with 10 managers of a set of VSEs of the North of Morocco.
Specifically, this article concentrates on the duality of challenges-facilitators as related to VSEs endeavor to strike a balance between exploitation and exploration. Consequently, the analysis of the results and the discussion focus on identifying the challenges and barriers to ambidexterity within VSEs, while highlighting the crucial role of support services and collaborations in promoting organizational ambidexterity in the context of very small companies.
The conclusions of the study are especially of interest for the elaboration of VSEs development policies aiming to enhance their ambidexterity to meet the challenges of a complex and ever-evolving environment.
JEL Classification: M100
Paper type: Empirical researc
Strengthening the Corporate Governance System through Financial Reporting Quality: Evidence from Accounting Conservatism in an Emerging Market
No full textThis article investigates the role of financial reporting quality as a mechanism for strengthening corporate governance in emerging markets. While most governance studies emphasize internal structures—particularly the board of directors—this research highlights the external disciplinary function of accounting conservatism as shaped by the firm’s institutional environment. Drawing on the methodology developed by Khan & Watts (2009), we construct two firm-year-level scores that capture opposing reporting strategies: timely loss recognition (C_SCORE) and aggressive accounting (G_SCORE). Using a sample of 38 non-financial firms listed on the Casablanca Stock Exchange over the 2011–2021 period, the study explores how structural characteristics—grouped under the Investment Opportunity Set (IOS)—influence firms’ accounting behaviors. Empirical estimations are conducted using Fama-MacBeth regressions, Pooled OLS, and FGLS methods to ensure robustness. The findings reveal that two IOS variables—the market-to-book ratio and financial leverage—are significantly associated with conservative reporting practices. Firms with high growth opportunities and elevated debt levels tend to adopt more prudent accounting strategies, characterized by faster loss recognition and limited anticipation of gains. In contrast, firm size does not appear to be a relevant determinant in the Moroccan context. Additionally, the analysis shows a marked improvement in financial reporting quality after 2017, coinciding with regulatory reforms, including the establishment of the Moroccan Capital Market Authority (AMMC) and the adoption of Circular No. 03/19. The study contributes to the literature by emphasizing financial reporting quality as a governance mechanism shaped by institutional forces. It also demonstrates the relevance of the Khan & Watts model in an emerging market context and underlines the active role regulators can play in enhancing accounting discipline. Finally, the paper opens new avenues for cross-country comparisons and extensions into non-financial reporting domains.
JEL Classification : G34, M41, G28
Paper type: Empirical researchThis article investigates the role of financial reporting quality as a mechanism for strengthening corporate governance in emerging markets. While most governance studies emphasize internal structures—particularly the board of directors—this research highlights the external disciplinary function of accounting conservatism as shaped by the firm’s institutional environment. Drawing on the methodology developed by Khan & Watts (2009), we construct two firm-year-level scores that capture opposing reporting strategies: timely loss recognition (C_SCORE) and aggressive accounting (G_SCORE). Using a sample of 38 non-financial firms listed on the Casablanca Stock Exchange over the 2011–2021 period, the study explores how structural characteristics—grouped under the Investment Opportunity Set (IOS)—influence firms’ accounting behaviors. Empirical estimations are conducted using Fama-MacBeth regressions, Pooled OLS, and FGLS methods to ensure robustness. The findings reveal that two IOS variables—the market-to-book ratio and financial leverage—are significantly associated with conservative reporting practices. Firms with high growth opportunities and elevated debt levels tend to adopt more prudent accounting strategies, characterized by faster loss recognition and limited anticipation of gains. In contrast, firm size does not appear to be a relevant determinant in the Moroccan context. Additionally, the analysis shows a marked improvement in financial reporting quality after 2017, coinciding with regulatory reforms, including the establishment of the Moroccan Capital Market Authority (AMMC) and the adoption of Circular No. 03/19. The study contributes to the literature by emphasizing financial reporting quality as a governance mechanism shaped by institutional forces. It also demonstrates the relevance of the Khan & Watts model in an emerging market context and underlines the active role regulators can play in enhancing accounting discipline. Finally, the paper opens new avenues for cross-country comparisons and extensions into non-financial reporting domains.
JEL Classification : G34, M41, G28
Paper type: Empirical researc
Lifelong Learning in the Digital Age: Addressing Economic and Social Inequalities Through Inclusive Policy
No full textHighlighting its importance for empowering individuals, building communities, and fueling the economy, the research examines systemic obstacles ranging from economic to social to technological. At a microeconomic level, participation in lifelong learning is related to the trade-off between costs (tuition fees, opportunity costs, and time) and benefits (increased employability and enhanced wages). The experience of most people shows that wage returns justify the investment in some cases; however, on the whole, social and economic inequality impedes some individuals and preserves social inequality for others. At the macroeconomic level, lifelong learning drives economic growth, innovation, and social resilience, but the high social costs, particularly in terms of public spending and infrastructure development, present fiscal challenges. One of the main barriers is finance, reflecting ongoing debates about the sources of funding—public sector, private sector, and individuals—indicating differential access and equity. In addition, systemic inequality is exacerbated by the digital divide, which restricts access for the most marginalized to digitally mediated learning programs. Rapid digital transformation and the adoption of artificial intelligence (AI) add further complexity to this palette, opening up opportunities for democratization as well as the potential for further deepening social divides. Disadvantaged individuals with low digital literacy skills and/or poor digital infrastructure may be left behind, increasing social stratification. To address this, the article argues for the adoption of broad policy actions that advance inclusive access, equitable financing, and investment in digital infrastructure. The comparative strategy of case studies across Singapore’s SkillsFuture and the US free online platforms seeks to highlight the mechanics of how equitable lifelong learning systems can be developed to keep pace with technological changes and to recommend potential policy designs to support the formulation of sustainable and inclusive educational systems, especially in developing countries like Morocco.
JEL Classification: I24
Paper type : Empirical ResearchHighlighting its importance for empowering individuals, building communities, and fueling the economy, the research examines systemic obstacles ranging from economic to social to technological. At a microeconomic level, participation in lifelong learning is related to the trade-off between costs (tuition fees, opportunity costs, and time) and benefits (increased employability and enhanced wages). The experience of most people shows that wage returns justify the investment in some cases; however, on the whole, social and economic inequality impedes some individuals and preserves social inequality for others. At the macroeconomic level, lifelong learning drives economic growth, innovation, and social resilience, but the high social costs, particularly in terms of public spending and infrastructure development, present fiscal challenges. One of the main barriers is finance, reflecting ongoing debates about the sources of funding—public sector, private sector, and individuals—indicating differential access and equity. In addition, systemic inequality is exacerbated by the digital divide, which restricts access for the most marginalized to digitally mediated learning programs. Rapid digital transformation and the adoption of artificial intelligence (AI) add further complexity to this palette, opening up opportunities for democratization as well as the potential for further deepening social divides. Disadvantaged individuals with low digital literacy skills and/or poor digital infrastructure may be left behind, increasing social stratification. To address this, the article argues for the adoption of broad policy actions that advance inclusive access, equitable financing, and investment in digital infrastructure. The comparative strategy of case studies across Singapore’s SkillsFuture and the US free online platforms seeks to highlight the mechanics of how equitable lifelong learning systems can be developed to keep pace with technological changes and to recommend potential policy designs to support the formulation of sustainable and inclusive educational systems, especially in developing countries like Morocco.
JEL Classification: I24
Paper type : Empirical Researc