Contribution de l’orientation entrepreneuriale à la performance des PME marocaines : une approche par les équations structurelles

Abstract

Moroccan SMEs play a pivotal role in the economic and social development of the country. They account for approximately 97% of the productive fabric, contribute 38% to national wealth, and provide nearly 74% of jobs. However, in the current context marked by profound transformations, accelerated digitalization, and intense global competition, these enterprises face significant challenges. To ensure their sustainability and enhance their performance, it has become crucial to rethink traditional managerial models and adopt innovative strategic approaches suited to new economic realities. One of the strategies widely discussed in recent academic literature is the entrepreneurial orientation (EO) of SMEs. EO reflects an organization’s propensity to encourage innovativeness, take calculated risks, and adopt a proactive approach to market opportunities and challenges. This thesis explores the contribution of EO to the performance of Moroccan SMEs through two distinct mechanisms. On the one hand, it measures the direct effect of EO on performance. On the other hand, it analyzes the indirect effect by highlighting the mediating role of market orientation and organizational learning. To achieve this objective, a quantitative survey was conducted with 113 managers of Moroccan SMEs from various sectors. The collected data were analyzed using structural equation modeling (PLS-SEM) through the SmartPLS 4 software. The results show that EO contributes positively and directly to the improvement of SME performance in Morocco. Furthermore, positive indirect effects were also identified: first, through partial mediation by market orientation, and then through sequential mediation involving both market orientation and organizational learning. However, the mediating and moderating effect of organizational learning was found to be non-significant. The conclusions of this thesis highlight important theoretical and managerial implications, aiming to enrich the theoretical debate and promote a culture centered on entrepreneurship, market orientation, and organizational learning within Moroccan SMEs to create value and improve overall performance.