EXPLORING HOW DIGITAL PLATFORMS, BIG DATA, AND ARTIFICIAL INTELLIGENCE SHAPE ORGANIZATIONAL INNOVATION: A QUALITATIVE MULTIPLE-CASE STUDY

Digital transformation is reshaping organizational innovation through the growing integration of digital platforms, Big Data, and Artificial Intelligence (AI). Despite increasing scholarly attention to these technologies, limited research has examined how their interrelationships shape organizational innovation, particularly in emerging economies. In this study, we investigate the interplay of digital platforms, Big Data, and AI in shaping innovation within Moroccan organizations. Drawing on the Resource-Based View and the Dynamic Capabilities View, our study adopts a qualitative multiple-case design involving six Moroccan organizations across public, private, and public–private institutional settings. Semi-structured interview data are analysed using a hybrid deductive–inductive approach, combining open, axial, and selective coding with within-case and cross-case analyses. In this analysis, we examine how digital platforms support data-related activities, how Big Data contributes to AI implementation, and how these interconnected processes relate to organizational innovation. It also explores variations in innovation pathways across institutional settings. The study aims to advance understanding of technological interdependencies and their implications for digital innovation in emerging economies.