From building information modelling to city information modelling: developing a service-oriented framework for urban digital transformation in Morocco

Purpose Urban digital transformation through building information modelling (BIM) and city information modelling (CIM) is a lever for improving urban planning, infrastructure management and service delivery. Yet research remains largely technology-centric and focused on developed economies. This study aims to examine how Morocco can transition from BIM to CIM while fostering value co-creation from a service-oriented perspective. Design/methodology/approach The study adopts a qualitative, interpretive design based on an integrative documentary synthesis of 75 peer-reviewed studies and Moroccan institutional materials. Service-dominant logic (SDL) provides the theoretical lens, conceptualising CIM as a service infrastructure where value emerges through use. Findings Morocco’s transition depends on governance coherence, institutional coordination, capability development and citizen engagement. Enablers such as political commitment, infrastructure investment and advanced telecommunications coexist with constraints including institutional fragmentation, skills gaps and interoperability. The proposed framework comprises four SDL-driven principles (user value primacy, interoperability, sustainability and collaborative governance), a four-layer CIM architecture and a phased 10-year roadmap. Research limitations/implications As a documentary-based conceptual study, the framework requires empirical validation through pilot implementations, while offering an analytical foundation for future studies in emerging economies. Practical implications The framework offers actionable guidance for policymakers and urban stakeholders, aligning technological initiatives with governance, institutional capacities and user value creation. Social implications By emphasising citizen-centric design and collaborative governance, the study contributes to more inclusive, accessible and trustworthy urban digital services. Originality/value To the best of the authors’ knowledge, this study is among the first to apply SDL to the BIM–CIM transition in an emerging economy, bridging digital infrastructure, service management and smart-city governance research.