Crisis Management and Communication in Moroccan SMEs: Analysis using the Processual Approach

Abstract

Abstract:

Today, companies are faced with a myriad of complex challenges, underlining the crucial importance of effective management and appropriate communication to effectively resolve emerging issues. In this context, our study aims to understand the various perceptions of crises and analyzes the management and communication strategies adopted in such circumstances according to a process-oriented approach.

We explore how Moroccan small and medium-sized enterprises (SMEs) improve their crisis management and communication in crisis situations. Our qualitative methodology is based on a comprehensive exploratory study structured around four distinct case studies, providing a coherent overview.

The results indicate that crisis management encompasses multiple approaches, requiring adapted communication and flexibility in the implementation of strategies to overcome challenges. The crisis management and communication process approach allow managers to understand, communicate and manage difficult situations according to a well-structured framework.

These findings could also guide decision-makers toward effective strategic and operational solutions to contemporary challenges.

this research can make a significant contribution to improving crisis management and communication practices within Moroccan SMEs, which face complex and changing environments. By deepening our understanding of these processes, we hope to foster resilience and adaptive capabilities, thereby strengthening the competitiveness and sustainability of Moroccan SMEs.

Keywords : communication, SME, crisis management, communication strategies, Morocco.