Internal benchmarking and investigation to formulate practical innovations in the Moroccan construction industry

The renovation of the Architecture, Engineering, Construction and Owner Operators (AECOO) industry is at the forefront of countries' concerns. Despite its important place in national economies, it suffers from several challenges. Faced with this paradox, rethinking inspiration has not attracted many countries like Morocco. Any improvement must be based on a thorough analysis for efficient solutions. In this context, the main objective of this paper is to trigger, investigate, and analyse the state and paradoxical aspects of the Moroccan construction industry (MCI). A triangular approach was conducted, consisting of a literature review, official documents, and a survey of 25 professionals and 15 academics in the sector. The results reveal two main failures, one is managerial and the other technological, and the enumeration of ambitions which are also conditioned by the emergence of technology and new managerial approaches. These findings provide a platform for understanding future interventions, support the literature and suggest avenues of research for neighbouring construction industries, developing countries, and Africa due to similarities with Morocco. Furthermore, it provides recommendations for future studies, especially a new research framework for MCI and other similar countries based on the implementation of Building Information Modelling and Lean Construction.