32. MANAGERIAL PROFILE, ARTIFICIAL INTELLIGENCE READINESS AND SUSTAINABLE DIGITAL TRANSFORMATION IN SMES: A CONCEPTUAL REVIEW OF PERFORMANCE AND COMPETITIVENESS DRIVERS

Small and medium-sized enterprises (SMEs) are increasingly exposed to technological acceleration, competitive pressure, sustainability requirements and uncertainty. In this context, their performance and competitiveness depend not only on financial or technological resources, but also on the strategic profile of their managers. This article develops an integrative conceptual review of how the managerial profile shapes SME performance and competitiveness through artificial intelligence (AI) readiness and sustainable digital transformation. Drawing on Upper Echelons Theory, the Resource-Based View, Dynamic Capabilities Theory and the Technology-Organization-Environment framework, it argues that managers’ education, experience, digital openness, innovation orientation, risk-taking propensity and strategic vision influence the firm’s ability to prepare for AI, adopt digital technologies and integrate sustainability into organizational practices. The review connects previously fragmented streams of literature on managerial characteristics, AI readiness, digital transformation, sustainability orientation and SME competitiveness, and proposes a conceptual framework in which AI readiness and sustainable digital transformation mediate the relationship between the managerial profile and SME performance. The article contributes theoretically by positioning the managerial profile as a micro-foundation of SME transformation, conceptually by developing an integrative model, and managerially by emphasizing the importance of digital literacy, data-driven decision-making, responsible leadership and sustainability awareness. The framework is particularly relevant for Moroccan SMEs, which face challenges related to digital maturity, managerial capabilities, innovation, financing and institutional support.