A configurational approach to digital transformation in the African pharmaceutical industry

Purpose This study investigates how technological, organisational, and environmental factors combine to explain digital transformation success in the African pharmaceutical industry. The study identifies configurations leading to high and low levels of digital transformation. Design/methodology/approach Grounded in the Technology–Organisation–Environment (TOE) framework, this study takes an exploratory approach, using Morocco as a case study due to its position as the second-largest pharmaceutical industry in Africa. An online survey of professionals in the Moroccan pharmaceutical sector was conducted to assess the factors influencing digital transformation. After data quality assessments, Fuzzy-set Qualitative Comparative Analysis (fsQCA) was used to identify necessary and sufficient conditions for high and low levels of digital transformation. Findings The analysis found that IT and cybersecurity capabilities are the necessary conditions for attaining high digital transformation levels. The sufficiency analysis for high levels of digital transformation highlighted four configurations as alternative pathways, which combine various technological, organisational and environmental factors. Among the four, the most relevant pathway combines organisational readiness for digital transformation, technological readiness and investment, and IT and cybersecurity capability. Originality/value This study provides the first empirical examination of digital transformation in the African pharmaceutical industry through a Moroccan case study. Using a TOE-based configurational perspective, it presents several pathways to successful digital transformation, highlighting causal asymmetry, equifinality, the centrality of organisational readiness and the necessity of IT and cybersecurity. The findings provide practical insights for managers and policymakers working to advance digital transformation in emerging economies.