SUSTAINABLE DEVELOPMENT AND SME MARKETING

Youssef Makloul () and Mustapha EL Koraichi ()
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Youssef Makloul: Enseignant chercheur, Laboratoire de recherche L-QUALIMAT, Université Cadi Ayyad, ENCG El Jadida
Mustapha EL Koraichi: Enseignant Chercheur, Laboratoire de de recherche LERSEM, Université Chouaib Doukkali, ENCG Marrekech

Management Strategies Journal, 2020, vol. 48, issue 2, 32-37

Abstract: On the one hand, small and medium-sized enterprises (SMEs) are certainly predominant in the Moroccan economic and productive fabric. 80% is the figure that represents the weight of SMEs / VSEs in the Moroccan economy. Of course, behind this percentage lies an incredible variety of companies. On the other hand, the behavior of companies in terms of sustainable development and marketing, materialized by the initiatives and actions of entrepreneurs, are by no means identical, particularly in a context marked by difficulties in accessing information on international standards and developments in sustainable development strategies. Indeed, between proactivity and acquiescence for some, compromise and opportunism for others and reactivity and avoidance for a third group, the range is varied. This heterogeneity is also reflected in the way, efforts and resources invested by each company to communicate its level of commitment to sustainable development. The purpose of this paper is to elaborate a critical review of the literature on the relationship between sustainable development and SME marketing that will lead to the proposal of a methodology for the conduct of an empirical study in a future research work

Keywords: Sustainable development; SME marketing; Behavior of SMEs (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:brc:journl:v:48:y:2020:i:2:p:32-37

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