International Journal of Accounting, Finance, Auditing, Management and Economics - IJAFAME
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Valeur perçue et Satisfaction des ménages sénégalais à l’égard du riz d’origine locale : le rôle modérateur de la classe sociale
No full textThe main objective of this research is to examine the link between perceived value and satisfaction and to highlight the moderating role of social class in this relationship. A survey of 198 households consuming locally produced rice was conducted to collect primary data. Hypotheses were tested using structural equation modelling and Hayes macro-processing. The results of this study show that perceived value exerts a significant positive effect on satisfaction and that this relationship is moderated by the social class to which the household belongs. This research contributes to a better understanding of the link between perceived value and satisfaction by highlighting the moderating role of social class.
Key words: Perceived value, Satisfaction, Social class
JEL classification: M31
Type of paper: Empirical researchL’objectif principal de cette recherche est d’examiner le lien entre la valeur perçue et la satisfaction et mettre en évidence le rôle modérateur de la classe sociale dans cette relation. Une enquête auprès de 198 ménages consommateurs du riz d’origine locale a été menée pour collecter des données primaires. Les hypothèses sont testées à l’aide de la modélisation d’équations structurelles et de la macro-Process de Hayes. Les résultats de cette étude montrent que la valeur perçue exerce un effet positif significatif sur la satisfaction et que cette relation est modérée par la classe sociale à laquelle appartient le ménage. Cette recherche contribue à mieux comprendre le lien qui existe entre la valeur perçue et la satisfaction en mettant en évidence le rôle modérateur de la classe sociale.
Mots clés : Valeur perçue, Satisfaction, classe sociale
JEL classification : M31
Type du papier : Recherche empiriqu
Effets de la RSE sur la performance sociale des sociétés : Revue de littérature
No full textSince its introduction into the business field, Corporate Social Responsibility (CSR) has always been a fertile field of research. The expected goal of this work is to develop a literature review of the most relevant articles dealing with CSR and its impact on social performance.
The methodology followed is based on a systematic literature review which aims to gather, synthesize and analyze relevant studies on the concept of social performance and CSR. This review is based on scientific articles cited and selected in internationally recognized journals.
The results obtained show the positive effect of CSR on social performance. CSR can have several positive impacts, namely: Improved brand image and reputation, strengthened relationships with stakeholders, reduced risks, increased innovation and efficiency, positive contributions to society. However, it is important to note that CSR is not without challenges. Some companies may encounter obstacles related to the initial cost of CSR initiatives, resistance to organizational change, or the difficulty of measuring the real impact of their actions on society.
Keywords: Organizational behavior and commitment, corporate social responsibility (CSR), human resource management (HRM), Social performance
JEL Classification: A13 - O15 – M14
Paper type: Empirical researchDepuis son introduction dans le domaine des entreprises, La Responsabilité Sociale des Entreprises (RSE), était depuis toujours un champ de recherche fertile. Le but escompté de ce travail est d’élaborer une revue de littérature des articles les plus pertinents ayant pour objet la RSE et son impact sur la performance sociale.
La méthodologie suivie se base sur une revue de littérature systématique qui vise à rassembler, synthétiser et analyser les études pertinentes sur le concept de la performance sociale et la RSE. Cette revue est issue des articles scientifiques cités et sélectionnés dans des revues reconnues à l’échelle internationale.
Les résultats obtenus montrent l’effet positif de la RSE sur la performance sociale. La RSE peut avoir plusieurs impacts positifs à savoir : Amélioration de l'image de marque et de la réputation, renforcement des relations avec les parties prenantes, réduction des risques, innovation et efficacité accrues, contributions positives à la société. Cependant, il est important de noter que la RSE n'est pas sans défis. Certaines entreprises peuvent rencontrer des obstacles liés au coût initial des initiatives RSE, à la résistance au changement organisationnel, ou à la difficulté de mesurer l'impact réel de leurs actions sur la société.
En effet, un niveau élevé de performance sociale conduit à une amélioration de la performance économique, ouvrant ainsi la possibilité de réinvestir dans des actions socialement responsables (Waddock et Graves, 1997). À l'inverse, un faible niveau de performance sociale conduit à une moindre performance économique, limitant l'investissement socialement responsable.
En résumé, la RSE peut contribuer de manière significative à la performance sociale des entreprises en renforçant leur légitimité, leur résilience et leur capacité à créer de la valeur à long terme pour toutes leurs parties prenantes.
Mots clés : RSE, la performance sociale, engagement des salariés, GRH.
Classification JEL : A13 - O15 – M14
Type de l’article : Recherche appliquée
Digital transformation and performance: Literature review, synthesis, and research model
No full textIn an increasingly interconnected world, the emergence of digital businesses is disrupting traditional business models. Leaders are left with no choice but to embrace digital transformation. In this rapidly changing world, organizations must respond and adapt, as failing to do so could result in their activity decreasing or even disappearing, while more agile players capitalize on the market and attract younger generations.
Digital transformation is seen as a significant driver of performance. It influences how companies operate and inspires them through paradigm shifts driven by current events and new technologies. It impacts internal relationships and interactions within the organization, as well as its external relationships. Moreover, the information processing and analysis capabilities offered by digital transformation have opened up immense opportunities across various areas, allowing companies to reduce costs, establish new customer dialogues, and enhance organizational efficiency.
The opportunities presented by digital transformation, the resources and skills it demands, and the challenges and concerns associated with undertaking such a project have prompted company leaders and researchers to view digital transformation as a focal point of interest. Within this context, this study aims to explore the effects of digital transformation on company performance and the expected objectives of a digital transformation project within a theoretical framework.
This research work seeks to synthesize existing knowledge on digital transformation in companies and derive a comprehensive theoretical framework through a literature review. This framework aims to provide a conceptual understanding of the factors that drive digital transformation, the organizational changes required in the digital era, and the anticipated outcomes of digital transformation projects. Furthermore, the proposed framework emphasizes the need for ongoing monitoring of digital transformation initiatives and making necessary adjustments to achieve the ultimate and primary goal of improving company performance to ensure long-term sustainability.
Keywords: Digital transformation, performance, technology, companies
JEL Classification: L25, M10, M20
Paper type: Theoretical ResearchIn an increasingly interconnected world, the emergence of digital businesses is disrupting traditional business models. Leaders are left with no choice but to embrace digital transformation. In this rapidly changing world, organizations must respond and adapt, as failing to do so could result in their activity decreasing or even disappearing, while more agile players capitalize on the market and attract younger generations.
Digital transformation is seen as a significant driver of performance. It influences how companies operate and inspires them through paradigm shifts driven by current events and new technologies. It impacts internal relationships and interactions within the organization, as well as its external relationships. Moreover, the information processing and analysis capabilities offered by digital transformation have opened up immense opportunities across various areas, allowing companies to reduce costs, establish new customer dialogues, and enhance organizational efficiency.
The opportunities presented by digital transformation, the resources and skills it demands, and the challenges and concerns associated with undertaking such a project have prompted company leaders and researchers to view digital transformation as a focal point of interest. Within this context, this study aims to explore the effects of digital transformation on company performance and the expected objectives of a digital transformation project within a theoretical framework.
This research work seeks to synthesize existing knowledge on digital transformation in companies and derive a comprehensive theoretical framework through a literature review. This framework aims to provide a conceptual understanding of the factors that drive digital transformation, the organizational changes required in the digital era, and the anticipated outcomes of digital transformation projects. Furthermore, the proposed framework emphasizes the need for ongoing monitoring of digital transformation initiatives and making necessary adjustments to achieve the ultimate and primary goal of improving company performance to ensure long-term sustainability.
Keywords: Digital transformation, performance, technology, companies
JEL Classification: L25, M10, M20
Paper type: Theoretical Researc
Les banques participatives En Afrique : Revue théorique de l’expérience Marocaine
No full textThe African continent is continuously affected by Islamic finance, thanks to its banking products and microfinance offered by Islamic financial institutions in the Maghreb and West African regions, we examine the Islamic financial model and its prospects for global development. Islamic finance remains relatively little present in Africa, even though more than 400 million Muslims live there. There are 37 such banks in Africa. After the implementation of the banking law that regulates the operation of participatory banks on the Moroccan financial market, Islamic banking or "participatory banking" was recently introduced in Morocco.
This new financing system, which is based on the principle of sharing profits and losses, encourages certain clients and investors to deposit and invest their funds in participatory banks, and allows various economic actors who were excluded from the financial market to participate. The aim of the article is to highlight a literature review and a documentary study in order to present the history and evolution of Islamic finance in Africa, and the experience of participatory banks in Morocco in particular, as well as the possibilities of making it a financing alternative.Although official data on the weight of Islamic finance in Africa do not show an expansion comparable to that experienced by this sector, for example, in Asia or even in Europe, it can be assumed that certain indicators, not directly quantifiable, testify to an increasingly important presence of this finance which is becoming globalized.
Keywords: Islamic economy and finance, Participatory banks in Africa, Islamic banking products
Classification JEL : G21
Paper type: Theoretical ResearchLe continent africain est continuellement touché par la finance islamique, grâce à ses produits bancaires et à la microfinance proposée par les institutions financières islamiques dans les régions du Maghreb et de l'Afrique de l'Ouest, nous examinons le modèle financier islamique et ses perspectives d'évolution globale. La finance islamique demeure relativement peu présente en Afrique, même si plus de 400 millions de musulmans y vivent. Il existe 37 banques de ce genre en Afrique. Après la mise en place de la loi bancaire qui règle le fonctionnement des banques participatives sur le marché financier marocain, la banque islamique ou « banque participative » a été récemment introduite au Maroc. Ce nouveau système de financement, qui repose sur le principe de répartition des bénéfices et des pertes, incite certains clients et investisseurs à déposer et investir leurs fonds dans les banques participatives, et permet à divers acteurs économiques qui étaient exclus du marché financier de participer. Le but de l'article est de mettre en avant une analyse de la littérature et une étude documentaire afin de présenter l'histoire et l’évolution de la finance islamique en Afrique, et l’expérience des banques participatives au Maroc en particulier, ainsi que les possibilités d'en faire une alternative de financement. Bien que les données officielles sur le poids de la finance islamique en Afrique ne montrent pas une expansion comparable à celle que connaît ce secteur, par exemple, en Asie ou même en Europe, on peut supposer que certains indicateurs, non directement quantifiables, témoignent d 'une présence de plus en plus importante de cette finance qui se mondialise.
Mots clés : économie et finance islamique, Banques participatives en Afrique, produits bancaires islamiques
JEL Classification : G21
Type du papier : Recherche Théoriqu
Impact of International Entrepreneurial Orientation on the Performance of Agri-food SMEs in Morocco and Spain
No full textThis article explores the impact of International Entrepreneurial Orientation (IEO) and its various dimensions on the Export Performance (EP) of small and medium-sized enterprises (SMEs) in the agri-food sector in Morocco and Spain. In a context of increasing globalization, marked by high uncertainty, dynamism, and complexity, many companies seek to internationalize to remain competitive. IEO is essential for SMEs as it drives them to adopt innovative, dynamic behaviors and take risks to adapt to a turbulent environment. This study specifically focuses on export-oriented SMEs to assess the effectiveness of their internationalization strategies.
The results show that IEO has a positive effect on the export performance of agri-food SMEs in both countries studied. Among the three main dimensions of IEO, innovation proved to be the most influential, followed by proactivity, while risk-taking had a lesser impact on export performance. These findings underscore the importance of IEO in the success of internationalization strategies for agri-food SMEs.
Keywords: SMEs, entrepreneurial orientation, international entrepreneurial orientation, performance, innovation, proactivity, risk-taking, exportation.
JEL Classification: M 160
Paper type: Empirical ResearchThis article explores the impact of International Entrepreneurial Orientation (IEO) and its various dimensions on the Export Performance (EP) of small and medium-sized enterprises (SMEs) in the agri-food sector in Morocco and Spain. In a context of increasing globalization, marked by high uncertainty, dynamism, and complexity, many companies seek to internationalize to remain competitive. IEO is essential for SMEs as it drives them to adopt innovative, dynamic behaviors and take risks to adapt to a turbulent environment. This study specifically focuses on export-oriented SMEs to assess the effectiveness of their internationalization strategies.
The results show that IEO has a positive effect on the export performance of agri-food SMEs in both countries studied. Among the three main dimensions of IEO, innovation proved to be the most influential, followed by proactivity, while risk-taking had a lesser impact on export performance. These findings underscore the importance of IEO in the success of internationalization strategies for agri-food SMEs.
Keywords: SMEs, entrepreneurial orientation, international entrepreneurial orientation, performance, innovation, proactivity, risk-taking, exportation.
JEL Classification: M 160
Paper type: Empirical Researc
Évaluation de l'importance des associations dans le développement rural : étude de cas de deux associations de la province de Chefchaouen
No full textThis study aims to evaluate the role and impact of associations on rural development in the province of Chefchaouen, Morocco, focusing on the Amal Association for Rural Development (AAPDR) and the Wlidat Ghemkadi Association (AWG). The research employs a qualitative approach, based on the analysis of responses to open-ended questionnaires, processed using NVivo software. The results indicate that while the AAPDR is effective as an intermediary between the state and the community, it heavily relies on public funding, which limits the sustainability of its projects. In contrast, the AWG, which adopts a more autonomous approach, has successfully implemented sustainable projects, particularly in improving school infrastructure and access to clean water, with high beneficiary satisfaction. The data reveal that projects supported by public funding, such as those related to preschool education, suffer from delays, while AWG projects have shown positive outcomes despite administrative challenges. The conclusions highlight the need for better collaboration between associations and local authorities to overcome obstacles and ensure sustainable development in rural areas.
Keywords: Rural development, local associations, participatory financing, public funding, Chefchaouen province, beneficiary satisfaction, institutional collaboration.
Classification JEL : K38
Paper type: Empirical ResearchCette étude vise à évaluer le rôle et l'impact des associations sur le développement rural dans la province de Chefchaouen, au Maroc, en se concentrant sur l'Association Amal pour le Développement Rural (AAPDR) et l'Association Wlidat Ghemkadi (AWG). La recherche utilise une approche qualitative, basée sur l'analyse des réponses à des questionnaires ouverts, traitées avec le logiciel NVivo. Les résultats montrent que l'AAPDR, bien qu'efficace en tant qu'intermédiaire entre l'État et la communauté, dépend fortement du financement public, ce qui limite la durabilité de ses projets. En revanche, l'AWG, qui adopte une approche plus autonome, a réussi à mettre en œuvre des projets durables, notamment dans l'amélioration des infrastructures scolaires et l'accès à l'eau potable, avec une satisfaction élevée des bénéficiaires. Les données révèlent que les projets soutenus par le financement public, comme ceux liés à l'éducation préscolaire, souffrent de retards, tandis que les projets d'AWG ont montré des résultats positifs malgré des défis administratifs. Les conclusions soulignent la nécessité d'une meilleure collaboration entre les associations et les autorités locales pour surmonter les obstacles et assurer un développement durable dans les zones rurales.
Mots clés : Développement rural, associations locales, financement participatif, financement public, province de Chefchaouen, satisfaction des bénéficiaires, collaboration institutionnelle.
JEL Classification : K38
Type du papier : Recherche empiriqu
Effet des pratiques de la gestion des ressources humaines sur la performance financière des entreprises ivoiriennes
No full textThe objective of this article is to study the relationship between human resources management (HRM) practices and the financial performance of Ivorian companies (PFE). Indeed, the relationship between HRM practices and PFE has been the subject of an overview of studies on the measurement of interactions. The theoretical results of these studies are mixed and divergent (Allouche et al. 2004). In a context of developing countries like Ivory Coast, the subject of this research allows us to question whether HRM practices (Remuneration, Recruitment, Training, and Social Climate) constitute an opportunity or a threat on the Ivorian PFE. An analysis carried out on the basis of 88 Ivorian companies chosen in several sectors of activity from the variables of interest: HR practices and size then the variable to explain the financial performance characterized by the return on equity (ROE) and the return on assets (ROA), allows us to solve this problem. The methodological approach adopted is a quantitative approach based on a binary code (1.0) of the Likert scale (1932), processed by a logistic regression model. The results of the statistical model from logistic regression show the absence of a link between HRM practices and PFE, measured by the ROE ratio. As for the use of the ROA ratio, only the Recruitment practice contributes positively and significantly at the 1% threshold to the PFE. Thus, to overcome this problem, each aspect of HRM practices should be studied in its own right, in order to have a clearer vision of adherence to the principles of HRM.
Keywords: Human Resources Management (HRM), Corporate Financial Performance (PFE), HRM Practices, Size.
Classification JEL : M41 ; G30.
Paper type: Empirical ResearchL’objectif de cet article est d’étudier la relation entre les pratiques de la gestion des ressources humaines (GRH) et la performance financière des entreprises (PFE) ivoiriennes. En effet, la relation entre les pratiques GRH et la PFE a fait l’objet d’un panorama des études sur la mesure des interactions. Les résultats théoriques de ces études sont mitigés et divergents (Allouche et al.2004). Dans un contexte de pays en voie de développement comme la Côte-d’Ivoire, l’objet de cette recherche permet de s’interroger si les pratiques GRH (Rémunération, Recrutement, Formation, et Climat social) constituent une opportunité ou une menace sur la PFE ivoiriennes. Une analyse réalisée sur la base de 88 entreprises ivoiriennes choisies dans plusieurs secteurs d’activité issues des variables d’intérêts : pratiques GRH et la taille puis de la variable à expliquer la performance financière caractérisée par la rentabilité des capitaux propres (ROE) et la rentabilité des actifs (ROA), nous permet de résoudre ce problème. La démarche méthodologique adoptée est d’une approche quantitative à partir d’un code binaire (1,0) de l’échelle de Likert (1932), traitée par un modèle de régression logistique. Les résultats du modèle statistique issus de la régression logistique montrent l’absence de lien entre pratiques GRH et PFE, mesurée par le ratio ROE. Quant à l’utilisation du ratio ROA, seule la pratique Recrutement contribue positivement et significativement au seuil de 1% à la PFE. Ainsi, pour pallier à ce problème, il faudrait étudier chaque aspect des pratiques GRH à part entière, afin d’avoir une vision plus claire à l’adhésion aux principes de la GRH.
Mots clés : Gestion des Ressources Humaines (GRH), Performance Financière d’Entreprise (PFE), Pratiques GRH, Taille.
JEL Classification : M41 ; G30
Type du papier : Recherche empirique
L’innovation dans le secteur public marocain : Revue de littérature
No full textIn a dynamic global context characterized by change, uncertainty, and competition, the Moroccan public sector, as a crucial and major player in the Moroccan economic landscape, should adapt effectively to potential changes. This brings the notion of innovation to the forefront, aiming to meet managerial and administrative requirements within Moroccan public organizations in order to modernize public institutions in Morocco.
This research discusses the contribution of innovation in the Moroccan public sector, various models of innovation management, and the different obstacles that may hinder or slow down the innovation process. In this sense, the objective of this conceptual literature review is to uncover the determinants of innovation, both internal and external, its facilitators, and the challenges of its implementation within the Moroccan public sector.
Keywords: Innovation - Modernisation - Efficiency - Public sector
JEL Classification: H83 – O31
Paper type: Theoretical Research
Dans un contexte mondial dynamique marqué par le changement, l’incertitude et la concurrence, le secteur public marocain en tant qu’acteur crucial et majeur dans la vie économique marocaine devrait s’adapter à bel et à bien aux éventuels changements, d’où, la notion d’innovation apparait pour répondre aux exigences managériales et de gestion au sein de l’organisation publique marocaine dans le but de moderniser les établissements publics marocains.
Cette recherche discute l’apport de l’innovation dans le secteur public marocain, les différents modèles de la gestion de l’innovation et les divers obstacles qui peuvent entraver ou freiner le processus de l’innovation. Dans ce sens, L’objectif de cette revue conceptuelle de littérature vise la découverte des déterminants de l’innovation, internes et externes, ses facilitateurs et les enjeux de sa mise en place au sein du secteur public marocain.
Mots clés : innovation -modernisation - efficacité - secteur public
Classification JEL : H83 – O31
Type de l’article : article théorique
Sources of motivation for Moroccan SMES to choose participative banking products: an empirical study of SMES in the Fez-Meknes region
No full textThis paper aims to study the attitude of Moroccan SME owner-managers to adopting participatory financial products as an alternative decision to conventional financing. The research adopted a quantitative approach based on a questionnaire administered to 130 owner-managers of SMEs operating in the Fez-Meknes region. For the analysis of the data collected, the preferred method was structural equation modeling, considered the most appropriate for investigating the complex relationships between the variables in this study.
The results of this analysis show that two factors play a decisive role in the adoption of participatory financial products: religious obligation and the reputation of financial institutions. Religious obligation appears to be a fundamental element guiding the decisions of managers seeking solutions in line with their spiritual convictions, while the reputation of participatory banks as a new financial player proves decisive in the trust owner-managers place in these institutions. These findings underline the importance of these two dimensions in the behavior of SME managers in the Fez-Meknes region, and more broadly in the adoption of participatory financing in Morocco.
Keywords: Participative finance, Participative financial products, small and medium-sized enterprises, attitude, religiosity, reputation.
JEL Classification: G4
Paper type: Empirical researchThis paper aims to study the attitude of Moroccan SME owner-managers to adopting participatory financial products as an alternative decision to conventional financing. The research adopted a quantitative approach based on a questionnaire administered to 130 owner-managers of SMEs operating in the Fez-Meknes region. For the analysis of the data collected, the preferred method was structural equation modeling, considered the most appropriate for investigating the complex relationships between the variables in this study.
The results of this analysis show that two factors play a decisive role in the adoption of participatory financial products: religious obligation and the reputation of financial institutions. Religious obligation appears to be a fundamental element guiding the decisions of managers seeking solutions in line with their spiritual convictions, while the reputation of participatory banks as a new financial player proves decisive in the trust owner-managers place in these institutions. These findings underline the importance of these two dimensions in the behavior of SME managers in the Fez-Meknes region, and more broadly in the adoption of participatory financing in Morocco.
Keywords: Participative finance, Participative financial products, small and medium-sized enterprises, attitude, religiosity, reputation.
JEL Classification: G4
Paper type: Empirical researc
Les modèles et les stratégies marketing à l'aune de la transformation digitale et de l'intelligence artificielle : Cadre théorique
Get PDFNew technologies have revolutionized almost every aspect of human existence, including the way companies market their products and services to consumers. Alongside now-familiar innovations such as the Internet, greater computing power, mobile devices and applications, and social media, more radical innovations are emerging related to artificial intelligence (AI), the Internet of Things, and robotics. These technological advances exert profound effects on the practice of marketing, which is increasingly affected by its instruments, creating opportunities and threats for marketers. Much of the literature has focused on effects external to the firm such as the impact of digitalization or artificial intelligence on market structure or new business paradigms. However, the research reported here highlights how new technologies act as internal agents of change, forcing companies to adapt to new processes, which in turn disrupt the functioning of the entities making up the organization. In this article, we propose a theoretical framework on the status of marketing in light of digital transformation and artificial intelligence. The main conclusions drawn from this research indicate that digital transformation and artificial intelligence have had a significant impact on the marketing function, by changing consumer behaviours and providing the ability to personalize their demands. Similarly, the advent of these technologies has led to an increase in competition, pushing companies to improve their operational efficiency and consequently their offer on the market.
Keywords: Marketing, Digital transformation, Artificial intelligence, Marketing strategy, Automation.
JEL Classification: M30, O32
Paper type: Theoretical ResearchLes nouvelles technologies ont révolutionné presque tous les aspects de l'existence humaine, y compris la façon dont les entreprises commercialisent leurs produits et services aux consommateurs. Parallèlement aux innovations désormais familières comme Internet, les applications mobiles et les médias sociaux, des innovations plus radicales émergent, liées à l'intelligence artificielle (IA), à l'Internet des objets et à la robotique. Ces avancées technologiques exercent des effets profonds sur la pratique du marketing qui est de plus en plus affecté par ses instruments, créant des opportunités et des menaces pour les spécialistes du ce secteur. Une grande partie de la littérature s'est concentrée sur les effets externes à l'entreprise tels que l'impact de la digitalisation ou de l’intelligence artificielle sur la structure du marché ou les nouveaux paradigmes commerciaux. Cependant, la recherche rapportée ici met en évidence la manière dont les nouvelles technologies agissent comme des agents internes de changement, obligeant les entreprises à s'adapter à de nouveaux processus, qui à leur tour perturbent le fonctionnement des entités constituant l’organisation. Dans cet article, nous proposons un cadre théorique sur le statut du marketing à la lumière de la transformation digitale et de l’intelligence artificielle. Les principales conclusions tirées de cette recherche indiquent que la transformation digitale et l'intelligence artificielle ont eu un impact significatif sur la fonction marketing, en modifiant les comportements des consommateurs et en leur offrant la capacité de personnaliser leur demande. De même, l’avènement de ces technologies a entrainé une intensification de la concurrence poussant les entreprises à améliorer leur efficacité opérationnelle et par conséquent leur offre sur le marché.
Mots clés : Marketing, Transformation digitale, Intelligence artificielle, Stratégie marketing, Automatisation.
Classification JEL: M30, O32
Type de l’article : Article théorique