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The current study investigated the effect of internal marketing practices, specifically the training and rewards system, on job satisfaction, affective commitment and employee turnover intention.

Structural equation modeling analysis was conducted on a sample of 288 responses from employees working in different organizations and diverse industries in Morocco.

The findings revealed that internal marketing positively affected employee job satisfaction and affective commitment and negatively affected employee turnover intention.

The current investigation extends our understanding of the effects of internal marketing practices, especially training and rewards, on an emerging country context and contributes to the organizational behavior and management field. The results may be of interest to organizations and managers who should consider the importance of internal marketing in enhancing job satisfaction, affective commitment and decreasing employee turnover intention.

The current study is the first of its kind to investigate the impact of internal marketing practices on job satisfaction, affective commitment and employee turnover intention in Morocco.

This 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.

This 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.

This 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.

The 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.

This 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.