Mémoire-projet

Abstract

This thesis is set against the backdrop of the growing digitalisation of Belgian micro-enterprises and SMEs and the accompanying regulatory pressure, in particular the requirement for electronic invoicing via Peppol. Software integrators face the challenges of reaching, convincing and supporting these businesses in their transition to a fully integrated solution. This thesis focuses on the case of By-Doo, a member of the IBGraf Group specialising in Odoo integration in Wallonia, Brussels and the Grand Duchy of Luxembourg since 2024. The research question is: ‘What sales and communication strategy should an ERP integrator use to reach, convince and implement a fully integrated software solution such as Odoo in Belgian micro- enterprises and SMEs? The case of By-Doo.’ To address this, a literature review was conducted focusing on the specific characteristics of micro- enterprises and SMEs in the context of digitalisation, the motivations and barriers to ERP adoption, key success factors, implementation models and their impacts. This theoretical framework was compared with the results of an exploratory qualitative study conducted in the form of semi-structured interviews with eleven managers of Walloon micro-enterprises and SMEs that had not yet adopted integrated software. The results reveal that digital fragmentation is perceived as normal by managers. The motivations for adopting an ERP system are primarily operational rather than strategic, as suggested by the literature. A phased roll-out is clearly preferred to a complete switch. Furthermore, the accountant’s role as an influencer has been found to be a major factor, one that is absent from the existing literature. Based on these findings, concrete recommendations have been formulated for Odoo integrators in general and for By-Doo in particular, covering four stages: reaching out to prospects, convincing them, implementing the solution, and ensuring post-implementation follow-up.