INNOVATION AND DIGITAL ADOPTION AS DRIVERS OF ENTREPRENEURIAL PERFORMANCE: EVIDENCE FROM NASCENT AND ESTABLISHED FIRMS IN MOROCCO

Abstract: This study investigates how innovation and digital technology adoption influence entrepreneurial performance among nascent and established firms in Morocco. Using data from the Global Entrepreneurship Monitor (GEM) Adult Population Survey for 2021–2023, the analysis distinguishes between 666 Moroccan entrepreneurs—242 nascent and 424 established—and applies Ordinary Least Squares (OLS) regression models to assess the effects of innovation and digitalization on export intensity and growth expectations. The results reveal that innovation is negatively associated with export intensity, particularly among established firms, suggesting that innovative efforts may initially generate short-term costs or adaptation challenges. However, gender moderates this relationship: innovative female entrepreneurs show lower export engagement but higher growth expectations than their male counterparts. Digital technology adoption shows a modest positive effect, especially among nascent firms leveraging online platforms for market access. These findings highlight the need for differentiated policy interventions that support innovation diffusion, gender-inclusive entrepreneurship, and digital capability development across firm stages. Keywords: Innovation, Digital Adoption, Export Intensity, Growth Expectations, Gender, Nascent and Established Firms, GEM, Morocco