Enhancing supply chain performance through digitalization: insights from a qualitative study in an emerging market

Abstract

This study aims to explore the key determinants of supply chain performance in the era of digitalization, with a particular focus on the Moroccan context. Despite increasing interest in supply chain optimization, limited empirical research exists on how digital transformation influences supply chain efficiency in emerging economies. This gap highlights the need for a deeper understanding of the relationship between technological advancements and logistics performance in regions such as Morocco. A qualitative approach was adopted to investigate this issue, based on semi-structured interviews with 30 supply chain professionals. The data collected were transcribed and analyzed using IRAMUTEQ software, which allowed for a textometric analysis including cluster identification, factorial correspondence analysis (FCA), and similarity analysis. The results reveal that digitalization, real-time monitoring, data analytics, and artificial intelligence significantly enhance supply chain agility, visibility, and operational efficiency. Other critical determinants identified include logistics optimization, inventory management, and customer satisfaction. The findings also underline the importance of supply chain coordination, risk management, and sustainability strategies in fostering resilience and long-term competitiveness. This study provides both theoretical and practical implications by offering new insights into the interplay between digital technologies and supply chain performance in a developing country context. It emphasizes the need for businesses to invest in digital tools and strengthen collaboration across supply chain partners to remain competitive in a rapidly evolving environment.