Beyond the opportunities: The challenges of digitalizing internal communication -An exploratory case study of a Moroccan insurance company

Au-delà des opportunités: Les défis de la digitalisation de la communication interne -Une étude de cas exploratoire auprès d'une compagnie d'assurance marocaine

Khadija Elkam () and Mohammed Faridi
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Khadija Elkam: ENCG - National School of Business and Management, Hassan 1ST University
Mohammed Faridi: National School of Business and Management – ENCG Settat, Hassan The First University, Settat, Morocco.

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Abstract: This paper presents a unique case study focusing on a Moroccan insurance company. It looks at how internal communication is being digitized within this company and identifies the digital channels used for this communication, the benefits they offer, and the challenges they may pose. The data collected came from 15 thematic semi-structured interviews. The results of this case study reflect a nuance that recognizes both the benefits and limitations of digitalizing internal communication. They suggest that digital and face-to-face internal communication should not be considered as alternatives to each other. Furthermore, our results highlight the importance of turning away from generational stereotypes and instead recognizing the significant contribution of employees to the success of the transformation, including their commitment, adaptability and expertise. However, given the focus of this study on a single case, it is important to note that the results cannot be generalized to other contexts without further investigation. Thus, additional research is needed to confirm and extend the findings to other companies and contexts.

Keywords: Digital Internal Communication; Internal Communication; Digital Transformation; Digital media; Insurance companies; Morocco; Communication interne; Communication interne digitale; Transformation Digitale; canaux digitaux; Compagnie d'assurance; Maroc (search for similar items in EconPapers)
Date: 2023
Note: View the original document on HAL open archive server: https://hal.science/hal-05105872v1
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Published in International Journal of Innovation and Applied Studies, 2023

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05105872

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