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Understanding Innovation Processes: A Multi-Stage Marketing Perspective in the Automotive Context
No full textSuccessful innovation processes involve multiple actors with distinct objectives, resources, and competences across different stages of value creation. Close collaboration among relevant stakeholders is therefore essential, yet it also entails substantial coordination and alignment challenges. Drawing on a multi-method research design, this study examines the development and market introduction of an advanced driver assistance system (ADAS) for passenger vehicles across multiple market stages.
The findings conceptually and empirically demonstrate how stakeholders’ heterogeneous goal structures and value assessments influence the innovation process across stages. In particular, the results reveal that the absence of a multi-stage marketing (MSM) perspective can lead to misalignments that adversely affect the progression and market success of the innovation. The study further provides insights into how innovation processes can be systematically designed across market stages to ensure end-user orientation and economic viability.
By integrating a multi-stage marketing perspective into innovation research, this paper contributes to a more comprehensive understanding of innovation processes in complex, multi-actor environments
Bibliometric study and principal component analysis (PCA) of road safety and demographics in Tunisia
No full textThis study investigates the relationship between road accidents and
demographic growth in Tunisia through bibliometric and multivariate analyses
(2015–2023). Using Principal Component Analysis (PCA), we identify two
correlated variable groups: (1) mortality-population and (2) accidents-injuries.
Results confirm road accidents negatively impact demographic growth via human losses, with population density strongly linked to accident severity (r=0.79 for deaths). The findings underscore the urgency of addressing road safety challenges in Tunisia’s rapidly urbanizing context. We propose targeted interventions—including infrastructure upgrades and public awareness campaigns—to mitigate risks. This research contributes original insights by quantifying the demographic consequences of road accidents while offering evidence-based policy recommendations to enhance traffic safety and sustainable development
How green banking affects bank profitability? Evidence from tunisian banks
No full textThis paper empirically investigates the impact of green banking on the
financial performance of commercial Tunisian banks using data for the period
2010–2023. On the one hand, the results show a negative impact of green banking
on bank profitability, as online banking incurs its own expenses. On the other
hand, we find out that the effect of online applications and services on the bank
performance differs by the distribution quantiles of the financial profitability.
Hence, this paper contributes to the literature by attempting to discern the
difference between traditional services and online ones, in terms of bank
profitability
The impact of communication and artificial intelligence on corporate business performance
No full textBusinesses—whether small, medium, or large—are fundamental to
economic and social development, contributing to job creation, economic growth,
and the reduction of inequalities. The increasing integration of communication
through Artificial Intelligence (AI) is profoundly transforming their business
practices and operational models.
A study conducted with 54 companies in Casablanca and Rabat reveals that AI,
through tools such as data analytics systems, virtual assistants, and automation
software, plays a crucial role in optimizing operations, improving business
processes, and enhancing visibility. The findings show that corporate business
performance is strongly influenced by AI, particularly when adopted and
supported by managers. Effective management of AI enables better information
flow and processing, thereby strengthening overall performance.
Furthermore, AI is closely linked to the search for new clients or products and to
commercial management, particularly customer relationship monitoring. A
strategic use of AI is therefore essential to maintaining competitiveness in a
dynamic environment, offering productivity gains and fostering sustainable
economic growth.
AI also supports developing countries in accessing international markets and
resources that were previously inaccessible, thereby demonstrating its role as a
crucial strategic and economic lever for businesses in a globalized context
Teaching green entrepreneurship: factors influencing students' entrepreneurial intentions: the case of the Higher Institute of Management of Gabes
No full textTeaching green entrepreneurship has widespread in several Tunisian
universities. Despite the importance of this topic, it has not been deeply studied.
This paper highlights the effect of teaching green entrepreneurship on the
students' intention to engage in green activities using the Ajzen's theory of
planned behavior (1991).
Therefore, an empirical study based on a survey of 100 students from the
Higher Institute of Management of Gabes was conducted. A linear regression,
using SPSS 22, was applied to examine the relationship between the
endogenous variable; the green entrepreneurial intention of the students and the
exogenous variables (personal attitude, subjective norms and perceived
behavioral control)
Industrie im Wandel
No full textDie zentrale Frage der vorliegenden Studie lautet: Wie können kleine und mittlere Unternehmen (KMU) ihre Produktion und Logistik zukunftsfähig gestalten? Um dieser Frage nachzugehen, wurden umfassende Unternehmensbefragungen sowie ergänzende Experteninterviews durchgeführt. Im Mittelpunkt stehen fünf zentrale Themenbereiche: Digitalisierung, Automatisierung, Nachhaltigkeit, Resilienz der Lieferkette und Fachkräftemangel.
Die Ergebnisse zeigen, dass Digitalisierung zwar auf strategischer Ebene weitgehend anerkannt ist, auf operativer Ebene jedoch oft noch fragmentiert bleibt. Zwar planen viele Unternehmen neue digitale Projekte, es mangelt jedoch häufig an klaren Zuständigkeiten, einer durchgehenden digitalen Integration und an der aktiven Einbindung der Mitarbeitenden. Auch die Automatisierung wird grundsätzlich als wichtiger Hebel zur Steigerung der Produktivität betrachtet, stößt in der Praxis jedoch oft auf Hindernisse wie hohe Investitionskosten, fehlendes Fachwissen und interne Vorbehalte.
Nachhaltigkeit ist in vielen Unternehmensstrategien verankert, wird aber bislang selten systematisch umgesetzt. Haupttreiber sind dabei eher Kundenanforderungen und unternehmensinterne Werte als konkrete wirtschaftliche Anreize. Die Bedeutung einer resilienten Lieferkette wird zunehmend erkannt, allerdings fehlt es vielen Unternehmen noch an strukturierten Maßnahmen wie einer kontinuierlichen Risikoüberwachung, klaren Notfallplänen oder einer gezielten Diversifikation ihrer Lieferantenbasis. Der Fachkräftemangel stellt für mehr als die Hälfte der befragten Unternehmen eine ernsthafte Herausforderung dar. Die Reaktionen darauf bleiben häufig traditionell – etwa durch Weiterbildung oder verstärktes Recruiting – während innovative Ansätze und Potenziale der Automatisierung bisher nur selten genutzt werden.
Neben dieser fundierten Analyse bietet die Studie auch praxisnahe Anregungen für KMU. Erfolgreiche Beispiele aus der Industrie veranschaulichen konkrete Lösungswege in allen fünf Handlungsfeldern. Ein 100-Tage-Zukunftsplan unterstützt Unternehmen dabei, strukturiert in die Umsetzung zu starten. Zusätzlich hilft eine Checkliste, den eigenen Entwicklungsstand zu bewerten und geeignete Maßnahmen zu priorisieren
Women’s land ownership and rural development: The case of Kébili governorate
No full textThis paper underscores the critical role of land ownership in empowering women and
improving their socio-economic status. It examines a study conducted in Kébili, Tunisia,
which evaluates shifts in rural communities’ perceptions and practices regarding women’s land ownership following initiatives by feminist organizations. Quantitative survey data, analyzed using a binary Logit model, reveal a positive transformation in societal attitudes and behaviors toward women’s ownership and inheritance of agricultural land, contributing to enhanced rural development and overall well-being. The study highlights the importance of addressing socio-cultural barriers to promote gender equality, strengthen women’s empowerment, and advance sustainable rural development, offering valuable insights into improving the relationship between women and land or the environment
Digital transformation: a lever for innovation in SME CSR practices
No full textSmall and medium-sized enterprises (SMEs) are facing major changes in a rapidly
evolving business ecosystem, while pressure to become more sustainable continues
to intensify. Our analysis of 35 peer-reviewed academic research articles published
between 2015 and 2024, based on a scientific literature review, presents how digital
tools improve the quality of transparency, stakeholder engagement, and
environmental footprint. The results of our study highlight that the digitalization
process not only paves the way for the evolution of CSR but also helps bridge the
gap between SMEs and their business objectives and community and environmental
solutions. However, problems such as unequal distribution of access to digital
resources and lack of technical skills persist. One of the solutions proposed in our
article to overcome these problems is to improve people's digital skills and establish
public-private partnerships. Although digital instruments hold promise for the
future, the situation is generally not conducive to their successful and equitable
integration into CSR strategies. Therefore, support mechanisms designed according
to the characteristics of each entity remain necessary. Finally, our research confirms
that the digital trend is a key factor in the sustainable transformation of SMEs.
Keywords: Digital transformation, CSR, SMEs, innovation, sustainability
The impact of artificial intelligence on ESG indicators in moroccan companies: a systematic literature review
No full textThis article investigates the impact of artificial intelligence (AI) on
environmental, social, and governance (ESG) indicators in Moroccan companies
through a systematic literature review. The study systematically selected and
analyzed peer-reviewed academic sources, institutional reports, and regulatory
documents published between 201 and 2024 from databases including Scopus,
Web of Science, Springer, and Emerald. The findings highlight how AI can
enhance ESG performance through resource optimization, improved transparency,
and inclusive service delivery. However, the review also identifies key challenges
such as limited AI adoption in SMEs, ethical concerns, and regulatory gaps. This
study contributes to the growing body of literature by offering evidence-based
insights into the opportunities and risks associated with integrating AI in
sustainable business strategies in Morocco
Green human resource management (GHRM) and sustainable innovation as levers for organizational value creation: an empirical analysis of organic agricultural compagnies
No full textThis study analyzes the relationship between Green Human Resource
Management (GHRM) and organizational value creation, and its influence on
sustainable innovation, within the organic agriculture sector. Our quantitative
survey of 213 certified organic farms uses multivariate and binary logistic
regression. We specifically test GHRM's direct effect on value creation and its
impact on the likelihood of sustainable innovation. Results show a significant,
positive direct effect of comprehensive GHRM practices (training, green
recruitment, performance appraisal) on organizational value creation. While
GHRM increases the odds of sustainable innovation, we find no evidence of a
mediating role for innovation in the GHRM–value link. These findings establish
GHRM as a strategic, standalone driver of both economic and environmental
performance