Barriers to big data analytics adoption in Moroccan SMEs: A thematic analysis

Abstract

In the context of accelerating digital transformation, SMEs are increasingly encouraged to adopt Big Data Analytics (BDA) technologies to enhance their competitiveness and improve their performance. However, their implementation remains challenged by multiple obstacles. This article aims to identify and analyse the main barriers to the adoption of these new technologies within Moroccan SMEs, drawing on the theoretical frameworks of the TOE (Technology–Organization–Environment) model and the TAM (Technology Acceptance Model).

Drawing on an interpretive qualitative approach, the study explores the perceptions of 15 users from different functions through semi-structured interviews conducted in SMEs operating in various sectors, in order to capture their experiences with BDA projects. The collected data were analysed using thematic analysis, which revealed that, beyond the financial barriers frequently highlighted in the literature, technological constraints as well as human and cultural barriers also hinder the success of such investments.

By articulating the structural factors of the TOE framework with the individual perceptions emphasised in the TAM, this research proposes a multilevel understanding of BDA adoption in SMEs within emerging economies. It thus contributes to the literature on the adoption of analytical technologies by identifying a typology of four families of barriers: financial, technological, human, and organisational. From a managerial perspective, the study provides practical recommendations aimed at supporting the progressive adoption of BDA according to the digital maturity level of SMEs.

Classification JEL : O33, M15, L25

Paper type: Empirical Research