A Delphi study on digital maturity and digital competitiveness in the context of digital transformation

Purpose The purpose of this study is to conceptualize and propose a framework for examining digital maturity (DM) and digital competitiveness (DC) in small and medium-sized enterprises (SMEs). It aims to provide an understanding on how DM can enhance organizational performance, innovation and sustainable growth in the context of DC and strategic change. Design/methodology/approach The Delphi method is used in this study to gather insights from 37 experts in digital transformation and change management in Morocco. Using a structured questionnaire and IRaMuTeQ software, the study analyzes responses to identify key themes related to DM and DC in SMEs, providing a comprehensive analytical framework. Findings The research highlighted the importance of a comprehensive framework that includes strategy, leadership, information and communication technology infrastructure and customer orientation to assess DM. The study found that SMEs face significant barriers such as digital skills shortages, financial constraints and infrastructural deficits. Despite these challenges, there is a strong recognition of the role of digital technologies in enhancing internal processes and strategic competitiveness. The study calls for customer-focused digital strategies and dematerialized processes to achieve operational efficiency and sustainability. Practical implications This study provides SMEs with practical steps to improve their DM. SMEs should focus on simplifying their internal processes by moving away from paper-based systems, adopting tools like cloud services and artificial intelligence (AI) to boost efficiency and developing customer-focused strategies to offer better value. Policymakers should support these businesses by offering financial aid for digital tools, creating programs to improve digital skills and building a stronger digital infrastructure. By doing so, SMEs can become more adaptable, efficient and competitive in today’s digital world. Originality/value This study stands out due to its localized focus on Moroccan SMEs, offering insights into DM in a context that has received little attention. By using the Delphi method, it draws on the perspectives of experts in DT to provide a deep understanding of the challenges faced by SMEs. The study also uses IRaMuTeQ software to analyze expert feedback, combining both qualitative and quantitative insights. This approach helps build a new framework linking DM with competitiveness, offering valuable contributions to both theory and practical application for improving DT in SMEs.