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The purpose of this paper is to provide a picture of the maintenance management status in a sample of Moroccan industries through highlighting the most impacting factors. A preliminary framework of a maintenance management model is proposed on the basis of the study findings.

A mixed methods research (MMR), including qualitative and quantitative independent studies, was conducted in a sample of Moroccan industries. The process of collecting data involved submission of questionnaires to industrial managers and on-site visits. Analyzing case studies and correlations between maintenance factors were used to define the status of maintenance management. The preliminary framework of a maintenance management model was presented through a basic graph.

The surveyed companies have three levels of maintenance management: inner, medium and good. The most impacting maintenance factors include the top management policy and maintenance department approach. Most of the companies surveyed do not have an overall maintenance model, as most of decisions are based on random factors rather than the data analysis approach. The preliminary framework of maintenance management model involves the main factors with recommendations to improve maintenance management performance.

The sample in this study is limited to seven companies in the qualitative study and thirty-one companies in the quantitative study. The informants are the industrial managers of those companies. In order to apply this maintenance model in industry, an advanced version of this model is to be developed through providing key performance indicators (KPI) and an implementation process for each factor, including other participants in the companies from top management and operational levels.

The study may contribute to assess maintenance management and to develop a framework of maintenance management models in industries, especially when no previous basic study was conducted in a specific context.

The original contribution of this paper is using MMR to develop a preliminary framework of a maintenance management model. This methodology aims to narrow the gap between academic studies and maintenance management in industries.

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.

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.

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.

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.