Communication issues in supply chain management: An exploratory study in the import-distribution sector of IT products in Morocco[Les enjeux communicationnels dans la gestion de la supply chain : Une étude exploratoire dans le secteur d'importation-distribution des produits informatiques au Maroc]

In the context of a competitive economic environment, it is essential for any company to coordinate, cooperate, and collaborate with various stakeholders in the supply chain if it wishes to thrive in a fierce market. This article emphasizes the importance of communication throughout the supply chain process and highlights its impact on all aspects of a company. Reliable communication within the supply chain, supported by well-defined processes, a clear information flow, and an appropriate information system, can contribute to managing uncertainties related to unpredictable market changes. By establishing effective communication, companies can better anticipate demand fluctuations, optimize inventory levels, improve production planning, and respond more quickly to customer demands. To this end, we propose identifying commonly encountered communication issues within the supply chain, which helps to better understand the challenges of communication between different links in this chain. To reach these conclusions, we used an exploratory qualitative approach combined with thematic content analysis, based on semi-structured interviews with the five main importers and distributors of authorized computer products by manufacturers and publishers, who hold a near-monopoly in the Moroccan market. The results of this study have demonstrated that communication among supply chain actors can provide operational and tactical advantages to the stakeholders, although its strategic implementation is complex. By understanding these challenges and seeking appropriate solutions, companies can strengthen their competitive position and ensure their longevity in the market.