Badr Bentalha

Research interests, expert knowledge, and methodical expertise:

• Supply chain management,

• Digital supply chain,

• Industry 4.0

• Sustainability

• Optimal control and scheduling

• Qualitative study

Prof. Dr. Badr BENTALHA teaches Supply Chain and Operations Management at National School Of Business and Management – Fez, Sidi Mohamed Ben Abdellah University – Morocco. Dr. Bentalha investigates the structural dynamics and control of complex networks, applying his findings to supply chain management, Industry 4.0, risk analysis, and digital supply chains. His pioneering research has established seminal academic and practical approaches for sustainable and intelligent supply chain optimization. Using optimization, simulation, control theory, and AI, he tackles real-world supply chain and operations challenges. His work emphasizes the intersection of supply chain management, operations research, industrial engineering, and digital technology.

As a professor, he teaches undergraduate, graduate, and, doctoral courses in operations management, supply chain management, logistics, management information systems, and strategic management. Through guest lectures, webinars, and scholarly presentations, he engages students and fosters an active learning environment. He aims to equip future industry leaders with the management knowledge and technological skills to build more resilient, adaptable, and sustainable supply chain operations. Dr. Bentalha's academic background includes management and economics, operations research, and supply chain management. He studied management operations and supply chain management, graduating with honors. He earned PhD degrees and completed an aggregation in economics and management. Before entering academia, he primarily worked in industry and consulting, focusing on process optimization in manufacturing, logistics, and ERP systems. His practical experience includes numerous operations research and process optimization projects for operations design, logistics, scheduling, and supply chain management. Before joining the Fez National School of Business and Management, he was a professor of economics and management preparatory classes since 2009.

Dr. Bentalha's influential research is cited in supply chain management and logistics. His publication record includes over 60 papers in prestigious academic journals such as the International Journal of Logistics Systems and Management, International Journal of Business Performance Management, International Journal of Business and Technology Studies, Journal of Environmental Issues and Climate Change, and Economical Managerial Alternatives. He is also the author of three books : Netnography: Principles, Method, and Ethics, Internal Audit of Treasury and Cash Management: Report on the Audit of Treasury and Integrating Intelligence and Sustainability in Supply Chains.

Professor Bentalha specializes in supply chain and operations management, operations research, and service management. He is passionate about integrating knowledge across disciplines to solve real-world problems. He has delivered numerous invited plenary talks, keynotes, and panel discussions at conferences and global webinars. He serves as Associate Editor of the Economical Managerial Alternatives journal and is on the editorial boards and advisory committees of several other publications. He regularly presents his research and has chaired organized program committees, and served on advisory boards for over 60 international conferences in supply chain management, operations, management studies, control theory, and information science. He is a member of numerous scientific committees of international journals and conferences. Since 2009, Mr. Bentalha has helped sundry companies implement an audit system, resolve issues, and improve performance.

Publications

Transparency in AI-Assisted Management Decisions
Abdelfattah Jamal, Karima Aissaoui, Lhoussaine Alla, Bouchra Alj, Badr Bentalha. © 2026. 510 pages.
The integration of artificial intelligence (AI) into organizational processes is reshaping how decisions are made, driving innovation, efficiency, and strategic adaptability. By...
AI, Transparency, and Organizational Change
Abdelfattah Jamal, Karima Aissaoui, Lhoussaine Alla, Bouchra Alj, Badr Bentalha. © 2026. 575 pages.
Artificial intelligence (AI) reshapes the way organizations operate, offering transformations across industries. However, as AI systems become more integrated into...
Preface
Lhoussaine Alla, Bouchra Alj, Badr Bentalha. © 2025. 8 pages.
This Preface is included in the book Utilizing Technology to Manage Territories.
Smart Tourism and Co-Creation of the Tourism Experience: Netnographic Possibilities and Technological Perspectives
Badr Bentalha. © 2025. 24 pages.
With the union of information and communication technologies, tourism is continuing a genuine transition to e-tourism. This mutation of ICT and the advent of the virtual...
Leveraging the “Made in Morocco” Label for Smart Marketing and Sustainable Territorial Attractiveness
Rachid Boudri, Badr Bentalha, Omar Benjelloun Andaloussi, Zakaria Abbass. © 2025. 26 pages.
The “Made in Morocco” label signifies products originating from Morocco. This study explores the potential of this label for enhancing smart marketing strategies and promoting...
Optimizing Local Attractiveness Through Territorial Digital Communication
Mohammed Beddaa, Badr Bentalha. © 2025. 34 pages.
This study investigates the influence of digital communication strategies on place branding and local attractiveness in an increasingly interconnected world. We hypothesize that...
Transformational Trends of Territorial Economic Intelligence Strategies in the Digital Era: A Systematic Theoretical Exploration
Badre Meziane, Lhoussaine Alla, Badr Bentalha. © 2025. 36 pages.
This research analyzes the use of new technologies in a territorial economic intelligence approach. We aim to examine how these technologies can improve the decision-making...
A Prospective Analysis for Robotic Mobile Fulfillment Systems: Assessing the Benefits of Automated Logistics
Badr Bentalha. © 2025. 28 pages.
In the current epoch, robotics offers numerous practical and commercial occasions. Warehouse order picking is a key task, especially for large-scale distribution companies. The...
Artificial Intelligence in B2B Sales: A Survey of Current Applications and Future Trends
Badr Bentalha. © 2025. 22 pages.
The advent of artificial intelligence (AI) has enabled the emergence of intelligent tools with the potential to dramatically improve performance in a variety of sectors...
Consumer Perception of AI-Generated Content in Influencer Campaigns
Rachid Boudri, Imane Boudri, Badr Bentalha. © 2025. 18 pages.
The proliferation of AI-generated content has significantly impacted the advertising and entertainment industries. This study investigates the influence of AI-generated...
Leveraging Sentiment Analysis for Enhanced Customer Experience: AI-Driven Personalization in Online Retail
Mohammed Khalil El Biyaali, Rachid Boudri, Badr Bentalha. © 2025. 22 pages.
This research investigates the potential of sentiment analysis as an artificial Intelligence (AI)-driven technique for enhancing customer experience within the online retail...
The Impact of Artificial Intelligence on Customer Satisfaction in Moroccan Telecommunications: A Quantitative Study
Mohamed Bouaddi, Mohammed Beddaa, Badr Bentalha. © 2025. 22 pages.
This article aims to study the impact of artificial intelligence (AI) on customer satisfaction regarding the services offered by communication companies, investigating how the...
Purchase Intention and Tourism Strategy in the Post-COVID-19 Era: Lessons and Perspectives From the Moroccan Experience
Badr Bentalha, Ahmed Benjelloun, Hajar Slimani, Bouteïna El Gharbaoui. © 2025. 22 pages.
The COVID-19 pandemic has had an unprecedented impact on the global tourism industry, including Morocco. This article examines purchase intentions and tourism strategies in the...
Sustainable Supply Chain Management in Tourism: An Understanding of the Prospective Possibilities of Environmental Performance
Badr Bentalha. © 2024. 14 pages.
The objective of sustainable logistics management is to ensure enduring economic, environmental, and social stability, leading to long-term sustainable expansion. The global push...
Employees and Robots in Amazon's Robotic Mobile Fulfillment Systems: A Netnographic Analysis of a Supply Chain Transformation
Badr Bentalha. © 2024. 20 pages.
Amazon is a world leader in e-commerce and robotization. Its robotic mobile fulfillment systems (RMFS) aim to speed up product delivery by using robots to move shelves. In terms...
Phygital Marketing and the Pain of Paying: An Amazon Go Netnographic Case Study
Rachid Boudri, Badr Bentalha, Omar Benjelloun. © 2024. 16 pages.
The physical store provides a shopping experience that can't be replaced by digital means. However, the combination of the two has infinite potential and it's called the...
The Evolution of Sustainability in Supply Chain Management: A Literature Review
Badr Bentalha. © 2024. 25 pages.
Sustainable supply chain management (SSCM) has emerged as an important approach for organizations to reduce their environmental impacts and contribute to sustainability. This...
Integrating the Sustainable Supply Chain With Renewable Energy: A Fuzzy Framework for the Photovoltaic Supply Chain
Badr Bentalha. © 2024. 17 pages.
Economic development and energy consumption are temporally correlated. Renewable energy can help overcome contemporary and future pressures, contributing to sustainable...
AI-Driven Territorial Intelligence: An Integrated Approach to Enhancing Digital Sovereignty
Badr Bentalha, Mohamed Boukare. © 2024. 31 pages.
Artificial intelligence (AI) and territorial intelligence (TI) are currently two key fields. AI enables the development of systems capable of performing tasks that generally...
Revealing the Subtleties: The Art of Qualitative Studies in Science and Management
Badr Bentalha, Lhoussaine Alla. © 2024. 21 pages.
Qualitative research methodologies have long been undervalued and overshadowed by quantitative approaches in science and management. However, there is an inherent attractiveness...
A Framework for Exploring the Global Performance of Service Supply Chain Management: A Qualitative Study
Badr Bentalha. © 2023. 24 pages.
Contemporary managerial thinking and practices have been developed in an economic context dominated by industrial logic. This logic conceals the imposing weight of services....
Blockchain-Enabled Machine Learning Framework for Demand Forecasting in Supply Chain Management
Rejuwan Shamim, Badr Bentalha. © 2023. 21 pages.
Supply chain efficiency relies heavily on being able to accurately predict future demand. In this chapter, the authors offer a machine learning framework for supply chain...
Marketing Big Data Analytics and Customer Relationship Management: A Fuzzy Approach
Naoual Bouhtati, Lhoussaine Alla, Badr Bentalha. © 2023. 12 pages.
Customer knowledge is a strategic element, and its importance is growing all the time. The role of the vast quantities of information available in customer relationship...
Consumer Perception of Robotic Mobile Fulfillment Systems: A Netnographic Case Study of Amazon
Badr Bentalha. © 2023. 22 pages.
The chapter aims to understand customer perception after the introduction of robots in the robotic mobile fulfillment system (RMFS) storage areas for Amazon. Based on a...