Strategic Choices of Moroccan Agri-food SME Exporters

Abstract

Purpose This study aims to ascertain whether or not there is an ultimate strategy for improving the export performance of Moroccan SMEs operating in the agri-food sector.

Methods Performance is apprehended in this research by two variables (export performance and the evolution of export turnover). At the same time, strategic choices are split into six orientations: differentiation, cost leadership, focus, marketing diversification, innovation, and alliance. Data are collected from a sample of 25 SMEs. Chi-square (Chi) and FCA (Factorial correspondence analysis) determine the relationship between two variables in a population by plotting statistical maps of the contingency table.

Results Based on the survey, the commercial performance of Moroccan SME exporters operating in the agri-food sector remains unaffected by the selection and implementation of a particular strategy.

Implications The result implies that no single strategy can be deemed superior to another. Instead, hybrid strategies are adopted and integrated based on individual companies' unique requirements, objectives, and limitations.