摘要 : The automotive industry is undergoing a global transformation, and Morocco is also experiencing significant changes in its automotive ecosystem. This study utilises semi-structured interviews as a scientific method to investigate ... 展开 The automotive industry is undergoing a global transformation, and Morocco is also experiencing significant changes in its automotive ecosystem. This study utilises semi-structured interviews as a scientific method to investigate the opportunities and challenges for innovative management in navigating this transformation in Morocco. Through semi-structured interviews with key stakeholders in the Moroccan automotive industry, this research identifies various factors that influence the transformation of the ecosystem, including government policies, technological advancements, customer preferences, and competition. Furthermore, the study discusses how creative management practices, aligned with the global value chains (GVC) concept, can enable companies in Morocco to seize opportunities and overcome challenges associated with this transformation. The findings of this research have implications for automotive SMEs in Morocco and can provide insights for policymakers and practitioners in other emerging economies. Moreover, a new conceptual framework is proposed to analyse automotive ecosystems. 收起