Prompted by his son, who was digitally savvy and active on social media, Aziz had to decide whether to adopt digital marketing tools to expand his reach or remain committed to his traditional face-to-face approach that had sustained his business for years.
Aziz Shop and the Medina Market: Go Digital or Remain Traditional?
Bright Aboagye-Asare, Kofi Osei-Frimpong
Product #:W49807
Supplier:Ivey
Discipline:Entrepreneurship, Marketing
Setting:Morocco, 2024
Industries:
Your Price:$10.54
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Learning Objectives
- Understand the strategic challenges of digital transformation for traditional microentrepreneurs and small and medium-sized enterprises operating in culturally sensitive sectors.
- Analyze consumer-behaviour shifts in conservative markets as digital channels reshape the path to purchase.
- Apply marketing and strategy frameworks (e.g., strengths, weaknesses, opportunities, and threats; technology adoption model; diffusion of innovation; value proposition canvas) to evaluate digital-transition options.
- Assess trade-offs between tradition and innovation, and identify hybrid strategies that preserve brand authenticity while leveraging digital tools.
- Develop a digital-adoption road map tailored to small-scale, resource-constrained contexts.