The organization of the territory in network and dynamic territorial attractiveness of companies: Case of the region of Rabat-Salé-Kenitra

Today, with globalization, territories are open systems embedded in a highly competitive world. In this context of competitiveness, the territory, as a support for public action, plays a crucial role in the formation of its attractiveness of companies. In this sense, public action contributes to the formation of a territorial offer in an implant market, considered to be the place of confrontation between a demand for services and goods formulated by investors and an offer aimed at the attractiveness and anchoring of companies. Through this research, we aim to understand the role of networking actors in the formation of the territorial attractiveness of companies. The aim is to show that, beyond the economic and financial factors, the networking of the various actors allows the development of territorial attractiveness. To do this, we chose the Rabat Salé Kenitra region in Morocco as our fields of investigation. As the objective of the research is explanatory, the methodological approach adopted is qualitative in nature. We collected primary data from 15 semi-directing interviews with stakeholders involved in the formation of the territorial attractiveness of companies. The choice of actors was made on the basis of a generalized rule of determining the boundaries of networks, proposed by Doreian and Woodard (1994). The completion of our study allowed us to highlight that spatial proximity, territorial specialization, institutional and structural social capital and symbolic attachment to the territory favor the networking of actors and hence the development of the territorial attractiveness of companies. Today, with globalization, territories are open systems embedded in a highly competitive world. In this context of competitiveness, the territory, as a support for public action, plays a crucial role in the formation of its attractiveness of companies. In this sense, public action contributes to the formation of a territorial offer in an implant market, considered to be the place of confrontation between a demand for services and goods formulated by investors and an offer aimed at the attractiveness and anchoring of companies. Through this research, we aim to understand the role of networking actors in the formation of the territorial attractiveness of companies. The aim is to show that, beyond the economic and financial factors, the networking of the various actors allows the development of territorial attractiveness. To do this, we chose the Rabat Salé Kenitra region in Morocco as our fields of investigation. As the objective of the research is explanatory, the methodological approach adopted is qualitative in nature. We collected primary data from 15 semi-directing interviews with stakeholders involved in the formation of the territorial attractiveness of companies. The choice of actors was made on the basis of a generalized rule of determining the boundaries of networks, proposed by Doreian and Woodard (1994). The completion of our study allowed us to highlight that spatial proximity, territorial specialization, institutional and structural social capital and symbolic attachment to the territory favor the networking of actors and hence the development of the territorial attractiveness of companies.&nbsp

Territorial relationship marketing: a lever of territorial attractiveness

The attractiveness of the territory is a strategic objective of public policies. This objective is explained by the contribution of Foreign Direct Investments (FDI) to economic growth and even to the sustainable development of the host country. Nevertheless, the frenzy of competition between territories on a global scale combined with a galloping globalization and the fragmentation of value chains on an international scale highlights the need to go beyond the promotion of location factors Multinational Firms (MNCs) providers of FDI. Inexorably, the factors of territorialization become significant in a context punctuated by the growing nomadism of foreign companies. It is in this context that this work focuses on the need to adopt a relational approach to promote the economic attractiveness of the territory. This approach, which involves the implementation of a relationship marketing strategy, has demonstrated its effectiveness in maintaining lasting and fruitful relationships with customers in both B to B and B to C. This effectiveness relational marketing involves the mobilization of its determining variables, which are fully addressed by several theories such as the theory of commitment / trust and relational contracts. Our research work seeks to broaden the scope of relationship marketing in order to question its ability to establish lasting and fruitful relationships with FDI. Therefore, the establishment of such relationships is important for the host territory insofar as it is no longer the attractiveness of FMNs carrying FDI that is dominant. We must also strive to retain the latter, increase the capital intensity of subsidiaries and even strengthen their local roots. This said anchoring is able to contribute to the territorial development of the host country.     Classification JEL : F21, F23, M31 Article type: Theoretical articleL’attractivité du territoire est un objectif stratégique des politiques publiques. Cet objectif est expliqué par la contribution des Investissements Directs à l’Étranger (IDE) à la croissance économique et même au développement durable du pays d’accueil.  Néanmoins, la frénésie de la concurrence entre les territoires à l’échelle mondiale combinée à une globalisation galopante et à la fragmentation des chaînes de valeur à l’échelle internationale met en exergue la nécessité d’aller au-delà de la promotion des facteurs de localisation des Firmes Multinationales (FMN) pourvoyeuses des IDE. Inexorablement, les facteurs de territorialisation deviennent prégnants dans un contexte scandé par le nomadisme croissant des entreprises étrangères. C’est dans ce contexte que le présent travail se focalise sur la nécessité d’adopter une approche relationnelle pour favoriser l’attractivité économique du territoire. Cette approche, qui passe par la mise en place d’une stratégie de marketing relationnel, a démontré son efficacité quant à l’entretien de relations durables et fructueuses avec les clients tant dans le B to B que dans le B to C. Cette efficacité du marketing relationnel passe par la mobilisation de ses variables déterminantes amplement abordées par plusieurs théories à l’instar de la théorie de l’engagement/ confiance et celle des contrats relationnels.  Notre travail de recherche cherche à élargir le champ d’application du marketing relationnel pour ainsi interroger sa capacité, à établir des relations durables et fructueuses avec les IDE. Ipso facto, l’établissement de telles relations est important pour le territoire d’accueil dans la mesure où ce n’est plus l’attractivité des FMN porteuses d’IDE qui est dominante. Il faut aussi tendre vers la rétention de ces dernières, l’augmentation de l’intensité capitalistique des filiales et même le renforcement de leur ancrage territorial. Cedit ancrage est à même de contribuer au développement territorial du pays d’accueil.     Classification JEL: F21, F23, M31 Type de l’article : Article théoriqu

The use of social media by b2b salespeople to enhance social selling: Insights from a qualitative study

The purpose of this study is about providing a deep understanding of how b2b salespeople use social media to develop social selling. The Task-technology fit theory (TTF) and the resource-based view provided the theoretical background for this study. A qualitative approach was used, aligned with thematic content analysis (TCA), was conducted to focus on the insights from the 10 participants interviewed, to understand their thoughts and experiences regarding the subject. Our study reveals that the effectiveness of social selling varies across different business sectors. Thus, companies should focus on developing a strategy that promote the adoption of social selling among B2B salespeople. This is why, salespeople need to be trained in how to use social media to succeed in social selling. The study will provide valuable insights for sales and marketing managers to enable them to create common programs that can help to achieve business sales. Social selling has been developed in the context of developed countries. No research has been interested in studying social selling in the Moroccan context.   Keywords: Sales, Social selling, Social media, Business-to-business, Salespeople. Classification: Paper type: Empirical researchThe purpose of this study is about providing a deep understanding of how b2b salespeople use social media to develop social selling. The Task-technology fit theory (TTF) and the resource-based view provided the theoretical background for this study. A qualitative approach was used, aligned with thematic content analysis (TCA), was conducted to focus on the insights from the 10 participants interviewed, to understand their thoughts and experiences regarding the subject. Our study reveals that the effectiveness of social selling varies across different business sectors. Thus, companies should focus on developing a strategy that promote the adoption of social selling among B2B salespeople. This is why, salespeople need to be trained in how to use social media to succeed in social selling. The study will provide valuable insights for sales and marketing managers to enable them to create common programs that can help to achieve business sales. Social selling has been developed in the context of developed countries. No research has been interested in studying social selling in the Moroccan context.   Keywords: Sales, Social selling, Social media, Business-to-business, Salespeople. Classification: Paper type: Empirical researc

The Impact of Political Marketing Communication via Facebook on Youth Political Participation in Morocco

Between proponents and detractors of the existence of a positive impact of marketing communication via social networks on youth political participation, the theory of connective action (Bennett and Iyengar, 2008) as well as the theory of attitudes (Fishbein and Ajzen, 2011) stipulate the existence of a positive impact on political participation behavior especially through digital social networks. Our objective is to put these theoretical contributions to the test in the Moroccan context. On the one hand, it is to analyze the perception of Moroccan political actors in relation to the political attitudes of youth. On the other hand, this research consists of evaluating the impact of marketing communication in the era of social networks on the political participation of Moroccan youth. In other words, has this communication campaign acted in favor of a positive change in the political attitudes of young people towards more political participation? This exploratory qualitative study is conducted with young political actors and marketing communication professionals in Morocco. Conducted over a two-month period during the last election campaign in September 2021, the 12 semi-structured interviews were subject to thematic analysis via NVivo 12. This study suggests the existence of a positive impact of marketing communication via social networks, particularly Facebook, on the political attitudes of young people in Morocco and consequently on their political participation. However, this political participation remains limited to online political participation.  In fact, marketing communication via social networks is a necessary but not sufficient condition to encourage and stimulate offline political participation behavior, particularly membership and effective engagement in political parties and voting. In fact, these participatory activities are considered highly engaging. Hence, permanent and interactive marketing communications are important. These results must be the subject of a confirmatory quantitative study in order to promote their generalization. Key words: Political marketing, marketing communication, social networks and political participation. JEL Classification : M3, M31, M37 Paper type: Empirical researchBetween proponents and detractors of the existence of a positive impact of marketing communication via social networks on youth political participation, the theory of connective action (Bennett and Iyengar, 2008) as well as the theory of attitudes (Fishbein and Ajzen, 2011) stipulate the existence of a positive impact on political participation behavior especially through digital social networks. Our objective is to put these theoretical contributions to the test in the Moroccan context. On the one hand, it is to analyze the perception of Moroccan political actors in relation to the political attitudes of youth. On the other hand, this research consists of evaluating the impact of marketing communication in the era of social networks on the political participation of Moroccan youth. In other words, has this communication campaign acted in favor of a positive change in the political attitudes of young people towards more political participation? This exploratory qualitative study is conducted with young political actors and marketing communication professionals in Morocco. Conducted over a two-month period during the last election campaign in September 2021, the 12 semi-structured interviews were subject to thematic analysis via NVivo 12. This study suggests the existence of a positive impact of marketing communication via social networks, particularly Facebook, on the political attitudes of young people in Morocco and consequently on their political participation. However, this political participation remains limited to online political participation.  In fact, marketing communication via social networks is a necessary but not sufficient condition to encourage and stimulate offline political participation behavior, particularly membership and effective engagement in political parties and voting. In fact, these participatory activities are considered highly engaging. Hence, permanent and interactive marketing communications are important. These results must be the subject of a confirmatory quantitative study in order to promote their generalization. Key words: Political marketing, marketing communication, social networks and political participation. JEL Classification : M3, M31, M37 Paper type: Empirical researc

The Impact of Destination Image on Tourist’s Behavioral Intentions: Case of the Essaouira City

In a tourism destination, tourists are the main factor and what matters is to attract them. Therefore, in the competitive context of tourism destinations, those who can create, enhance and differentiate their image are more successful as they improve their popularity, reputation, and ability to attract more tourists in the future. Hence, we can infer that the image of the destination is one of effective marketing tools to attract more tourists. The purpose of this paper is to examine the impact of destination images on behavioral intentions. More specifically, we investigate the impact of cognitive and affective destination image on intentions to revisit and recommend the destination among past tourists. Data were collected from 249 tourists who visited the city of Essaouira and the model was tested using structural equation modeling based on the PLS method. The results of this study is to support the positive impact of the destination image on behavioral intentions.In a tourism destination, tourists are the main factor and what matters is to attract them. Therefore, in the competitive context of tourism destinations, those who can create, enhance and differentiate their image are more successful as they improve their popularity, reputation, and ability to attract more tourists in the future. Hence, we can infer that the image of the destination is one of effective marketing tools to attract more tourists. The purpose of this paper is to examine the impact of destination images on behavioral intentions. More specifically, we investigate the impact of cognitive and affective destination image on intentions to revisit and recommend the destination among past tourists. Data were collected from 249 tourists who visited the city of Essaouira and the model was tested using structural equation modeling based on the PLS method. The results of this study is to support the positive impact of the destination image on behavioral intentions

Key success factors of local product cooperatives: an attempt at contextualisation

This research paper focuses on a contextualization study that was conducted to integrate the specificities of the Moroccan context in the design of the phenomenon of success of local product cooperatives. We are convinced that it is not possible to borrow models designed in other contexts to study this issue in Morocco. To this end, we consider it essential to conduct a contextualization study to better understand the reality and re-examine the key success factors of local product cooperatives in the light of the Moroccan context. In this article, we first conducted a literature review highlighting the key concepts and theoretical foundations of our research question. Then, we conducted a qualitative study through semi-structured interviews with cooperative experts in Morocco. This contextualization study allowed us to reconstruct the different key success factors of local product cooperatives, primarily in the Moroccan context. The interviews conducted with experts highlighted some elements that were not taken into account in our initial conceptual model, including positive involvement, certification to access the market, productive alliances, and the number of members, gender, and win-win partnerships. Keywords: Contextualization study; Key success factors; local product cooperatives JEL Classification: O12 D31 E24 Paper type: Empirical researchThis research paper focuses on a contextualization study that was conducted to integrate the specificities of the Moroccan context in the design of the phenomenon of success of local product cooperatives. We are convinced that it is not possible to borrow models designed in other contexts to study this issue in Morocco. To this end, we consider it essential to conduct a contextualization study to better understand the reality and re-examine the key success factors of local product cooperatives in the light of the Moroccan context. In this article, we first conducted a literature review highlighting the key concepts and theoretical foundations of our research question. Then, we conducted a qualitative study through semi-structured interviews with cooperative experts in Morocco. This contextualization study allowed us to reconstruct the different key success factors of local product cooperatives, primarily in the Moroccan context. The interviews conducted with experts highlighted some elements that were not taken into account in our initial conceptual model, including positive involvement, certification to access the market, productive alliances, and the number of members, gender, and win-win partnerships. Keywords: Contextualization study; Key success factors; local product cooperatives JEL Classification: O12 D31 E24 Paper type: Empirical researc