Integrating Industry 4.0 and Six Sigma for operational excellence: empirical evidence from the Moroccan industrial context

Purpose This study examines how Moroccan organizations integrate Industry 4.0 technologies and Six Sigma practices to improve operational performance, sustainability, and traffic management. It also explores how organizational and human factors influence the effectiveness of this integration in resource-constrained and heterogeneous operational environments. Design/methodology/approach A qualitative research design was adopted using semi-structured interviews with 37 managers, engineers, analysts, and municipal coordinators in Morocco. Data were collected through purposive sampling and analyzed using thematic analysis to identify patterns related to digital transformation, Six Sigma implementation, organizational dynamics, and sustainability practices. Findings The findings show that Industry 4.0 enhances real-time monitoring and predictive capability, while Six Sigma transforms digital data into structured continuous improvement. Leadership, workforce skills, organizational culture and digital maturity significantly influence implementation success. The integration also improves sustainability performance and traffic management optimization. Research limitations/implications The study is limited by its qualitative design and focus on Moroccan organizations, which may reduce generalizability. The findings are based mainly on participant experiences rather than longitudinal operational data, and sectoral differences may have influenced the results. Practical implications The study provides guidance for managers and policymakers by showing that Industry 4.0 technologies are more effective when integrated with Six Sigma practices. It also highlights the importance of leadership, employee training, and digital infrastructure development for sustainable operational improvement and traffic optimization. Originality/value This study develops a socio-technical understanding of Industry 4.0 and Six Sigma integration in an emerging economy context. It extends prior research by linking digital transformation not only to operational performance but also to sustainability and urban traffic optimization, while highlighting the moderating role of organizational and human factors.