Digital Orientation and Digital Innovation Performance in Moroccan IT Workers: A Moderated Mediated Analysis

Abstract

This study investigates the links between digital orientation, digital dynamic capacities, and digital innovation performance, while also examining the moderating effects of knowledge sharing and knowledge hiding among Moroccan IT workers. Drawing on the knowledge-based view and dynamic capability theory, the study utilizes a cross-sectional quantitative design and involves a sample of 350 employees from Casablanca, Morocco. Data analysis is conducted using Smart PLS for measurement and hypothesis testing. The results reveal that knowledge sharing moderates the positive relationship between digital orientation, digital dynamic capabilities, and digital innovation performance. Conversely, knowledge hiding negatively moderates the relationship between digital innovation performance and digital dynamic capacities. This study contributes to the development of a knowledge-based perspective and dynamic capability theory, offering practical implications for businesses and IT professionals seeking to enhance their digital competencies in a rapidly evolving digital environment. To gainqa a more comprehensive understanding of the factors influencing digital innovation performance, future research should address the limitations of this study, including its cross-sectional and quantitative nature, as well as its focus on IT workers from Casablanca, Morocco. Future studies may employ longitudinal and qualitative methods and explore the moderating impact of other variables.