The Contribution of Universities to Promoting Responsible Innovation and the Sustainability of Moroccan SMEs: The Case of the Marrakech – Safi Region

This paper examines the role of Moroccan universities in supporting SMEs facing the challenges of a VUCA environment (Volatility, Uncertainty, Complexity, Ambiguity). SMEs, representing 95% of the country’s business fabric, must cope with energy transition, digital transformation, and rising social and environmental demands. The study investigates how universities, as key actors in research, education, and technology transfer, can foster responsible innovation, defined as the integration of economic, social, and environmental objectives into business models. Using a qualitative methodology, literature review, semi-structured interviews, and case studies at Mohammed VI Polytechnic University and Cadi Ayyad University, the findings highlight best practices, major obstacles, and drivers of success. Results show that universities play a crucial role in promoting sustainable practices, yet challenges remain regarding funding, partnership management, and training. The paper offers practical recommendations to strengthen university – SME collaboration, thereby enhancing the resilience, competitiveness, and sustainability of Moroccan SMEs in an increasingly uncertain global context.