Cooperative Entrepreneurship and Innovation through Digital Marketing in Post Crisis: Contributions and Challenges for Moroccan Cooperators

The post health crisis has significantly impacted the continuity of all businesses across the globe including cooperative businesses. Further, the shift in customer behavior in this crisis makes the digital marketing innovation a new managerial approach to this category. As a result, various challenges have curtailed the use of this strategy. The article is devoted to the topical issue related to the factual role of digital innovation in marketing cooperative products in the environment of varying routines and the complexity of its formation in the post-crisis era. As a matter of fact, we embraced a qualitative approach which was grounded on eight case studies. The findings point towards the significance of creating routines in digital marketing in cooperatives in order to achieve successful implementation. Relevant information to the cooperatives and policymakers can therefore be collected to enable the creation of digital culture.