Digital Orientation and Organizational Performance in SMEs: An Exploratory Study among Moroccan SME Managers

Abstract

In a context characterized by the acceleration of digital transformation, digital orientation emerges as a strategic lever for small and medium-sized enterprises (SMEs), particularly in emerging economies. This article explores how SME managers perceive and implement digital orientation, and to what extent it influences organizational performance. To address this question, a qualitative study was conducted with 15 Moroccan SME managers through semi-structured interviews, allowing the collection of contextualized data. Thematic analysis of the interviews highlights three main findings. First, digital orientation is often perceived not only as a technological tool but also as a cultural and organizational change. Second, its integration into managerial practices fosters agility, innovation, and market adaptability. Finally, it significantly contributes to the improvement of perceived performance, particularly in terms of competitiveness, customer proximity, and growth.