Impact of digital transformation on business performance: Case study of a sample of Moroccan companies[Impact de la transformation digitale sur la performance des entreprises : Cas d’un échantillon d’entreprises Marocaines]

In an environment characterized by rapid technological change, the digital transition is emerging as a crucial strategic challenge for companies. It is not just about adopting new technologies, but also about rethinking processes, business models and management practices. The effect on the performance of organizations is of growing interest to both researchers and professionals. The objective of this article is to examine the link between digital transformation and business efficiency by examining various key dimensions: improving customer relations, the value of digital skills, improving internal processes and the impact of digital platforms. By analyzing the data collected from a sample of Moroccan enterprises, it is necessary to assess the extent to which these factors contribute to increased competitiveness and organizational efficiency. Ultimately, this study will help identify the major challenges associated with digitization and provide recommendations to support businesses in their transition to digital. The study has some limitations, including sample size which could be increased for better representativeness. Thus, the data used are primary data. Despite these difficulties, interesting results have been achieved.