EXPECTED IMPACTS OF THE IMPLEMENTATION OF A MARKETING INFORMATION SYSTEM ON THE PROMOTION OF FEMALE ENTREPRENEURSHIP: CASES OF ASSOCIATIONS, COOPERATIVES AND SMEs IN THE SOUSS MASSA DARAA AREA

Abdellatif CHAKOR, KHALID LALI

Résumé


The aim of this article is to raise awareness of future entrepreneurs who are female of the imperative to design a marketing information system considered today as an effective tool who is serving for better planning and realization of their marketing strategies. Our problem therefore consists in identifying the expected impacts of the implementation of this system on the promotion of female entrepreneurship. The case of associations, cooperatives and SMEs from the Souss Massa Daraa area. In this setting, we specify that our research gait is hypothetico-deductive in nature and the data collection method was based on a questionnaire that we have established. The results of our analysis have enabled us to deduce that despite the persistence of several financial constraints, women entrepreneurs are still motivated by the idea of acquiring these contraptions to benefit from their operational functionalities, thanks to software such as groupware and workflow. The only constraint which we had to face in this work was the delay taken by some targeted people before answering us because they were suspicious with regard to some questions which are included in our questionnaire. Finally, we can say that on the basis of the results obtained, we are motivated  by the idea of presenting in the future an econometric model in which we will explain the sustainability of a female entrepreneurial project by the determinants of efficiency and the reliability of these strategic and operational supports.

Mots-clés


Female entrepreneurship, marketing information system, Groupware, Workflows

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DOI: https://doi.org/10.48376/IMIST.PRSM/remarem-v11i2.19086



ISSN: 2028-5175

E-ISSN: 2458-665X