Corporate governance: Study case of competitive intelligence practices in Moroccan SMEs

Abstract

Increasing uncertainty and volatility has affected small- and medium-sized enterprises (SMEs) resilience. Their competitiveness is no longer akin to macroeconomic factors but is very much impacted by asymmetric access to information. This is particularly relevant given the challenges posed by the digitalization of various business processes. In order to remain resilient and keep a competitive edge, SME owners/managers ought to make strategic decisions based on reliable and relevant information. There is then the need to consider adopting an information management-oriented approach such as competitive intelligence. Our study examines competitive intelligence practices across SMEs in Morocco, an area that is under research in this part of the world. Our research provides empirical evidence on how managers perceive competitive intelligence and the state of its practices in Moroccan SMEs. Our sample includes SMEs based in the Fez-Meknes region, northwest of Morocco, and operating across various sectors. Data was collected through semi-structured interviews with open-ended questions. Following the saturation principle, we conducted nine interviews. Our findings show that managers acknowledge the value of timely information and recognize its relevance to competitiveness. That said competitive intelligence practices remain embryonic and informal. Our research provides valuable initial insights for SME managers and policymakers alike but also to academics who are interested in developing the ecosystem of Moroccan SMEs.