Strategic marketing positioning and localization of small and medium enterprises operating in information technologies: Proposal of a measurement scale based on structural equation modeling

Abstract

This study examines the impact of Rabat’s status as Morocco’s political and administrative capital on its investment climate, with a focus on how this status supports the development of high value-added sectors such as information and communication technologies (ICT). Positioned as a national governance hub, Rabat benefits from institutional visibility, infrastructure, and strategic importance, which together create a favorable environment for business localization. The research adopts a territorial marketing perspective, exploring how the city’s strategic positioning influences its attractiveness to SMEs in ICT. The study is grounded in a conceptual framework that interprets strategic territorial positioning as a latent construct shaped by variables identified in the academic literature. A quantitative survey was conducted among 74 ICT-sector firms operating in Rabat. The methodology included the development and purification of a measurement scale, followed by Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) using structural equation modeling (SEM). The findings validate the proposed scale and confirm that Rabat’s territorial marketing positioning has a significant influence on firm localization. These results provide practical implications for policymakers seeking to leverage urban identity and administrative functions to enhance economic attractiveness. For SMEs, the study highlights the importance of locating within strategically positioned territories that align with sector-specific development goals. The validated model offers a robust framework for further research on territorial competitiveness and investment strategies.