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The structural and contextual challenges of phygitalization: a comparative approach between Morocco and Bulgaria
[Les défis structurels et contextuels de la phygitalisation : approche comparative entre le Maroc et la Bulgarie]

Author

Listed:
  • Maroua El Bouyahyaoui Idrissi

    (LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris], LERSEM - Laboratoire d’Études et de Recherches en Sciences Economique et de Management - Ecole nationale de commerce et de gestion - UCD - Université Chouaib Doukkali)

  • Mustapha El Koraichi

    (LERSEM - Laboratoire d’Études et de Recherches en Sciences Economique et de Management - Ecole nationale de commerce et de gestion - UCD - Université Chouaib Doukkali)

  • Marine Le Gall-Ely

    (LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris])

  • Hanaa El Bayed Sakalli

    (LERSEM - Laboratoire d’Études et de Recherches en Sciences Economique et de Management - Ecole nationale de commerce et de gestion - UCD - Université Chouaib Doukkali)

Abstract

With the aim of creating a customer experience capable of satisfying customers and building loyalty, companies have integrated emerging technologies into their stores. This integration is known as the phygitalization of points of sale. Nevertheless, this adoption differs from country to country. Bulgaria, for example, has succeeded in taking this step, while Morocco is experiencing difficulties. The aim of our research is to carry out a comparative approach between these two countries to identify the elements on which Morocco needs to act. We based our approach on a literature review and open observation. We then carried out a benchmarking analysis using the CERISE REVAIT® method. We then formulated recommendations using the SWOT matrix. The results show that Morocco has the potential to embrace phygital, but suffers from weaknesses and threats that need to be overcome, namely: a lack of investment in information and technology solutions, a small number of bilateral technology partnerships, low high-tech exports and citizens not encouraged to subscribe to the Internet.

Suggested Citation

  • Maroua El Bouyahyaoui Idrissi & Mustapha El Koraichi & Marine Le Gall-Ely & Hanaa El Bayed Sakalli, 2024. "The structural and contextual challenges of phygitalization: a comparative approach between Morocco and Bulgaria [Les défis structurels et contextuels de la phygitalisation : approche comparative e," Post-Print hal-04889995, HAL.
    • Handle: RePEc:hal:journl:hal-04889995
    as

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