Abstract

The paper discusses the new trends in the wine sector in Morocco. This sector is an important emerging market in Morocco and it is characterized by various types of organizational, strategic and technological dynamisms leading to its success in the agrifood sector. The paper presents various theories and hypothesis concerning the network effects of its productivity, the type of growth of its products and services and its IT-based knowledge sharing and creation. The research also proposes research methods based on interviews, questionnaires and web-based research in order to demonstrate the importance of the adoption of information and communication technologies at the intra and inter-levels of the organizations. And finally, the paper focuses on the specific case of customer relationship management in which e-business can play a major role for the continuous economic performance of this sector. Keywords: Wine sector, e-Business, Information and communication technologies, Customer relationship management, Logarithmic scale, Network externalities, Products and services.