This axis follows how digital technology and artificial intelligence transform organisations, and how new ways of starting a business emerge. It pays particular attention to the human side of change: staff readiness, management practices, and entrepreneurs' skills and motivations.
Research questions
- What determines the adoption of artificial intelligence in companies and public administrations in an emerging economy?
- Are civil servants ready for the AI era, and what role does change management play in digital public transformation?
- How is AI changing human resource management, management practices and wellbeing at work, and how should it be governed?
- Which profiles and motivations drive youth entrepreneurship in Morocco, and how does digital entrepreneurship differ from the traditional model?
- What synergies exist between AI, blockchain and crowdfunding to fund innovation and impact investing?
Themes and fields
Moroccan public administration and its digital transformation; retail banking; the information-technology industry; the press and journalism facing AI; learning among economics and management students; entrepreneurial intention of students in the Rabat-Salé-Kénitra region; determinants of industrial innovation.
Approaches
Case studies, quantitative surveys, systematic reviews following the PRISMA method, bibliometric analyses and conceptual models.
Contributing teams: OSD, EMFO, EDS, DDESSF and FACG.
Representative work
Article · 2025
Civil servants’ readiness for AI adoption: The role of change management in Morocco’s public sector
Barodi, M., & Lalaoui, S.
Problems and Perspectives in Management, 23(1), 63-75
Chapter · 2025
Determinants of Artificial Intelligent Adoption in Emerging Economies: Evidence from the Information Technology Industry in Morocco
Allam, K., & Lalaoui, S.
In International Association for the Management of Technology Conference, 43-50. Cham: Springer Nature Switzerland
Chapter · 2025
Exploring synergies between crowdfunding and artificial intelligence: A bibliometric research
Bendahmane, A., & El Harouchi, L.
In International Conference on Advanced Intelligent Systems for Sustainable Development, 656-669. Cham: Springer Nature Switzerland
Article · 2025
The rise of AI in human resource management: A systematic review of task automation through PRISMA
Bouzerda, K., Hani, S., Rahmani, H., Hebaz, A., Dibi, A., & Mharzi, H.
Human Resources Management and Services, 7(4)
DOI: 10.18282/hrms4595
Article · 2021
Digital entrepreneurship vs. Traditional entrepreneurship: The setting up of a global conceptual model
Bensaid, W., & Azdimousa, H.
International Journal of Economic Studies and Management (IJESM), 1(1), 86–92