Le redéploiement spatial de la production : une voie de relance de l’artisanat traditionnel au Maroc ?

Abstract

Cet article traite de l’évolution de l’artisanat de Fès, des difficultés auxquelles cet artisanat est confronté depuis plusieurs décennies et des conditions requises pour sa redynamisation. À l’évidence, pour retrouver son rayonnement d’antan, l’artisanat traditionnel doit opter pour l’innovation comme moyen privilégié de création de valeur, ainsi que pour un nouveau mode d’organisation de sa production. La politique de transfert des ateliers de la vieille ville vers de nouvelles « zones d’activités artisanales », créées hors médina, est-elle une voie appropriée pour une telle redynamisation ? En d’autres termes, ce redéploiement spatial des activités fournit-il aux artisans l’occasion d’évoluer vers des formes de travail et d’organisation plus efficaces et plus compétitives ? Telle est la problématique centrale qu’aborde ce texte.

Adaptation strategy, international experience and export performance of Moroccan handicraft firms: the mediating role of partnerships

“…Although the HCs of Fez-Meknes benefit from many advantages by operating in a localized production system, where innovation is boosted and growth is sought collectively, they are also confronted with multiple problems that affect their operational efficiencies. The region is lagging behind in the use of advertising and promotion of its products (Ouazzani et al. , 2015), relying almost exclusively on ads in social media whose network is restricted to Morocco.…”

“…Because they do not conduct market research, HCs of Fez-Meknes struggle to adapt to the worldwide evolution in demand and to face the increased competition induced by smarter rivals or large-sized factories. The main concern of these small handicraft producers is revenue generation or survival in times of crisis (Ouazzani et al. , 2015).…”

“…Although the HCs of Fez-Meknes benefit from many advantages by operating in a localized production system, where innovation is boosted and growth is sought collectively, they are also confronted with multiple problems that affect their operational efficiencies. The region is lagging behind in the use of advertising and promotion of its products (Ouazzani et al, 2015), relying almost exclusively on ads in social media whose network is restricted to Morocco. The limits of local structures for marketing handicrafts coupled with the lack of participation in international exhibitions generate insufficient contact with tourists and induce an under-exploitation of the turnover potential the sector constitutes (Idrissi, 2020).…”

“…Because they do not conduct market research, HCs of Fez-Meknes struggle to adapt to the worldwide evolution in demand and to face the increased competition induced by smarter rivals or large-sized factories. The main concern of these small handicraft producers is revenue generation or survival in times of crisis (Ouazzani et al, 2015). Finally, since the majority of exports realized by SMEs are directed toward countries that represent a form of proximity, either geographically or culturally (e.g.…”