Digitization of Moroccan Companies: Influence on Organizational Change and Performance. An Exploratory Study

This study investigates the digital transformation of businesses in Morocco and its effectiveness in the renewal of management and organization practices. This study, which takes a qualitative approach, collects data from semi-structured interviews that have been conducted with five Moroccan companies that have digitally transitioned and adopted new management and organizational methods. The findings show that the use of NMMO can enhance the performances of the companies as they have been supported by the digitization in Morocco. Flexibility, change management, agile approaches, corporate culture, innovation and productivity are some new methods to help in transitioning. Still, Moroccan companies can leverage agile & digital principles in order to better capture the co-evolving demands of customers, foster innovation, and ultimately, improve productivity, through faster, adaptive capabilities. The practical implications of the research offer relevant indicators for managers of Moroccan companies, allowing them to adopt NMMO in the era of digitization in order to meet the requirements and performance of companies. The originality of the study lies in its innovative contribution to both theory and practice. It sheds new light on the benefits of digital transformation and its effect on organizational and managerial change and business performance, offering valuable insights for research and managerial practice.