Volume 31, Issue 1 (2026) Innovation for Performance: Different Perspectives
Editorial : Innovation for performance : different perspectives
Fatima Zahra ALAMI, Adil CHERKAOUI, and Raja TEMNATI
HR Marketing: A Strategic Lever in the Face of Labor Market Uncertainty
Fatima Zahra ALAMI and Kawtar BOUFTASS
The Adoption of Ethical Marketing by Moroccan Companies: A Temporary Trend or a Strategic Challenge?
Hasnaa BENOMAR
Digital Communication and Corporate E-Reputation in Morocco: Insights from a Case Study
Adil CHERKAOUI, Ilham BOUGHABA, Yasmina BENNIS BENNANI, and Sabah KHAOUA
Impact of Celebrity Endorsement on the Behavior of Banking Service Users
Salima Debbarh Mounir and Safaa Idmoussa
Towards an Economy Serving the General Interest
Amina Kchirid
The University in Support of Small Businesses through the Recognition of Entrepreneurs' Professional Experience (RAPE) Framework
Mostafa Kharbachi
Brand Content: A Strategic Lever for Improving the Marketing Performance of Service Companies
Leila Kissi
The Impact of Big Social Data on Optimizing the Marketing Strategies of Moroccan Companies: Opportunities and Challenges
Leila Kissi and Hasna BENOMAR
Market Response Time and Performance: The Case of Exporting SMEs
Kamar Abaaoukide
Public Administration 2.0: How Artificial Intelligence and Digitalization Are Reinventing Public Services
Raja Temnati
The Integration of New Employees in an Uncertain and Complex Environment: A Renewed Approach to the Mentoring Process
Kaoutar RAZZAQ and Rhita SERIR
