An exploratory study on the practice of operational excellence in the automotive industry in Morocco

Abstract

PurposeThis study aims to explore the implementation of operational excellence (OpEx) within the Moroccan automotive industry focusing on its perception adoption and integration into organizational structures.Design/methodology/approachThis research uses a qualitative exploratory design using semi-structured interviews with eight key experts from various ecosystems within the Moroccan automotive industry. A purposive expert sampling method was used to select participants with significant experience in OpEx ensuring a deep context-specific understanding of its implementation.FindingsThis study reveals that Moroccan automotive firms adopt OpEx practices in a phased structured manner beginning with foundational methodologies such as Lean manufacturing 5S and Kaizen before progressing to advanced tools like Six Sigma. The integration of these practices is typically supported by dedicated teams within engineering and production departments with some firms establishing specialized OpEx departments reporting directly to plant directors. While notable progress has been made in the adoption of OpEx significant challenges remain particularly regarding the technical expertise required for advanced methodologies like Six Sigma. Nevertheless strong support from international parent companies and Morocco's highly integrated automotive ecosystem has been identified as key enablers in accelerating the adoption of OpEx best practices.Research limitations/implicationsThe generalizability of this study is constrained by its focus on a specific industry and region. While the qualitative findings provide valuable insights into the Moroccan automotive sector further research is needed to broaden the scope across different industries and geographical contexts. Future studies could explore the application of OpEx practices in other developing economies or investigate the role of Industry 4.0 technologies in enhancing OpEx outcomes.Originality/valueThis study contributes to the limited body of research on OpEx implementation in developing economies offering empirical insights from the Moroccan automotive industry. The findings provide practical insights for industry practitioners and theoretical contributions toward understanding how OpEx practices can be adapted and scaled within the unique context of emerging economies.