[ 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 ]
Volume 40, Issue 2, August 2023, Pages 467–478
Khadija Elkam1 and Mohamed Faridi2
1 Laboratoire de recherche en Management, Marketing et Communication, Hassan First University, National School of Business and Management, Settat, Morocco
2 Laboratoire de recherche en Management, Marketing et Communication, Hassan First University, National School of Business and Management, Settat, Morocco
Original language: French
Copyright © 2023 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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.
Author Keywords: Digital Internal Communication, Internal Communication, Digital Transformation, Digital Channels, Insurance company, Morocco.
Volume 40, Issue 2, August 2023, Pages 467–478
Khadija Elkam1 and Mohamed Faridi2
1 Laboratoire de recherche en Management, Marketing et Communication, Hassan First University, National School of Business and Management, Settat, Morocco
2 Laboratoire de recherche en Management, Marketing et Communication, Hassan First University, National School of Business and Management, Settat, Morocco
Original language: French
Copyright © 2023 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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.
Author Keywords: Digital Internal Communication, Internal Communication, Digital Transformation, Digital Channels, Insurance company, Morocco.
Abstract: (french)
Cet article présente une étude de cas unique axée sur une compagnie d’assurance marocaine. Il se penche sur la manière dont la communication interne est digitalisée au sein de cette compagnie, identifie les canaux digitaux utilisés et explore les défis et les opportunités qui y sont associés. Les données collectées proviennent de (15) entretiens thématiques semi-directifs. Les résultats de l’étude reflètent une nuance qui reconnait à la fois les avantages et les limites de la digitalisation de la communication interne. Ils suggèrent de ne pas considérer la communication interne digitale et la communication en face à face comme des alternatives l’une à l’autre et mettent en évidence l’importance de se détourner des stéréotypes générationnels et de reconnaître plutôt la contribution significative des collaborateurs dans la réussite de la transformation. Cependant, étant donné que cette étude se concentre sur un seul cas, il est important de souligner que ses résultats ne peuvent pas être généralisés à d’autres contextes. Des recherches approfondies sont alors nécessaires pour étendre les résultats à d’autres contextes.
Author Keywords: Communication interne digitale, Communication interne, Transformation Digitale, Canaux digitaux, Compagnie d’assurance, Maroc.
How to Cite this Article
Khadija Elkam and Mohamed Faridi, “Beyond the opportunities: The challenges of digitalizing internal communication - An exploratory case study of a Moroccan insurance company,” International Journal of Innovation and Applied Studies, vol. 40, no. 2, pp. 467–478, August 2023.
