Faced with the impact of globalization upon business productivity and the consumer’s expectations and demands in current-day Morocco, small scale artisans are struggling to grow and earn a minimum income. This phenomenon is mainly due to the fact that less interest is given to the handicraft sector by both the state and the consumers. The most basic infrastructural needs for a successful business, such as transportation and promotion, are not provided in remote villages.
The lack of interest in the handicraft field today is a result of globalization that is threatening the grow and the development of such entities. Thankfully, the state has come to realize the emergent need to pay some attention to the handicraft field in order to make it grow and maintain one of the pillars of the Moroccan culture.
Our general approach focusedon studying the small scale artisans in Morocco in order to acquire a deep understanding of the problematic. Thus,after analyzing a good number of cases, we proposed a set of solutions and recommendations for the artisans as an alternative to the state’s strategy. The outcomes of our studyproved that there are multiple ways involving new technologies, specifically e-commerce, to helpsmall-scale artisans improve their businesses. The implementation of these solutions will surely help artisans improve their businesses, but it is up to the state to take a bigger step and work on developping the infrastructure to ease the access to e-commerce and ensure the long-term prosperty as well as enhance the quality of life of those individuals.
The Moroccan artisanal sector founded its roots in the rural world. Therefore, most of today’s artisans are rural people who gain their living by making handcrafts and selling them. Yet, it is becoming a priority to enhance the artisanal sector in Morocco, preserve a whole culture from disappearance and make traditional trades more prosperous.