TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Onjewu, Adah-Kole Emmanuel
A1  - Nyuur, Richard B.
A1  - Paul, Salima
A1  - Wang, Yong
T1  - Strategy creation behaviour and "last gasp" digitalization as predictors of sales performance and cash flow
JF  - International Journal of Entrepreneurial Behavior & Research
N2  - Purpose
Although recent literature has examined diverse measures adopted by SMEs to navigate the COVID-19 turbulence, there is a shortage of evidence on how crisis-time strategy creation behaviour and digitalization activities increase (1) sales and (2) cash flow. Thus, predicated on a novel strategy creation perspective, this inquiry aims to investigate the crisis behaviour, sales and cash flow performance of 528 SMEs in Morocco.

Design/methodology/approach
Novel links between (1) aggregate wage cuts, (2) variable operating hours, (3) deferred payment to suppliers, (4) deferred payment to tax authorities and (5) sales performance are developed and tested. A further link between sales performance and cash flow is also examined and the analysis is conducted using a non-linear structural equation modelling technique.

Findings
While there is a significant association between strategy creation behaviours and sales performance, only variable operating hours have a positive effect. Also, sales performance increases cash flow and this relationship is substantially strengthened by e-commerce digitalization and innovation.

Originality/value
Theoretically, to the best of the authors’ knowledge, this is one of the first inquiries to espouse the strategy creation view to explain SMEs' crisis-time behaviour and digitalization. For practical purposes, to supplement Moroccan SMEs' propensity to seek tax deferrals, it is argued that debt and equity support measures are also needed to boost sales performance and cash flow.
KW  - Strategy creation view
KW  - Crisis-time behaviour
KW  - Digitalization
KW  - Sales performance
KW  - Cash flow
KW  - Morocco
Y1  - 2023
UR  - https://wlv.openrepository.com/bitstream/2436/625314/3/Wang_Strategy_creation_behaviour_2023.pdf
SN  - 1355-2554
SS  - 1355-2554
U6  - https://doi.org/10.1108/IJEBR-02-2023-0165
DO  - https://doi.org/10.1108/IJEBR-02-2023-0165
IS  - ahead-of-print
PB  - Emerald Publishing Limited
ER  -