An exploratory study of supply chain performance in the digital era: evidence from Morocco

Abstract

This study aims to explore the determinants of supply chain performance in the digital era, with a particular focus on identifying both the benefits and challenges of digital transformation within the Moroccan context. The research seeks to contribute to the understanding of how digital technologies reshape supply chain practices in emerging economies. A qualitative approach was adopted, involving semi-structured interviews with 30 experts and specialists in supply chain management and digital transformation. The collected data were analyzed using a textometric approach, which enabled the identification of recurrent themes, patterns, and relationships among the determinants influencing supply chain performance. The results reveal that digitalization enhances supply chain performance through improved transparency, agility, and cost efficiency, while also fostering stronger collaboration across stakeholders. However, significant challenges persist, including digital infrastructure limitations, high implementation costs, resistance to change, and gaps in digital skills. These findings underscore the dual nature of digital transformation as both an opportunity and a constraint in the Moroccan supply chain landscape. The study provides insights for policymakers and managers to design strategies that leverage digital tools for supply chain optimization while addressing the contextual challenges faced by Moroccan firms. By focusing on Morocco as an emerging economy, this research offers fresh evidence on the role of digital transformation in supply chain performance, contributing to both academic debates and managerial practices in developing contexts.