SPOTLIGHT DR. ZOHOR KETTANI ON KNOWLEDGE SHARING FOR CREATIVITY
About you lately
Lately I’ve been deeply involved in research, shaping a couple of concept notes for an exciting project I’ve been part of for almost two years. Finding ways to bring real-world experience into scholarly conversations has been fascinating, it’s one of the most rewarding parts of my academic journey, and something I’m genuinely passionate about.
Your morning routine
My mornings are my grounding time. I love starting with some yoga and meditation before the world starts calling, then having a nice breakfast while watching a comfy, feel-good show. After that, I take a few moments to plan the day ahead. I’ve found that giving myself that quiet time early on helps me approach the day with purpose and calm.
How do you like to help people
I like to help people by encouraging them to see their full potential, to trust their creativity and not limit themselves when exploring new ideas. I also believe in helping through openness, by sharing my own experiences, both the good and the challenging, so others can learn from them. For me, sharing is how we all grow!
What is your most creative moment you have had
I think one of my most creative moments was when I developed new frameworks that hadn’t existed before. They emerged from blending ideas from different worlds — theory, practice, and personal experience — into a structure that could truly guide analysis.
Another moment that stands out was when I began selecting and integrating interactive activities into my courses to make the sessions more dynamic and engaging. It was inspiring to see how those methods could spark curiosity and a genuine appetite for learning among the learners I work with.
Do you have some tips to be always doing new things
For me, it’s about staying curious and open to learning from different fields. I also recommend visualizing new ideas as they come, letting them unfold naturally without limiting yourself or overthinking them. This helps you feel their potential, connect with the excitement of creating something new, and find the energy to actually make it happen.
Are you using some innovation tools or collaboration tools at your work
I mainly use design thinking tools and digital collaboration platforms in my work. They help me make the learning process more interactive and inclusive, allowing participants to share ideas visually and build on each other’s contributions in real time. I find that these tools not only enhance collaboration but also spark curiosity and collective creativity.
How do you find your motivation
I find my motivation by constantly reconnecting to my initial purpose, by reminding myself why I started in the first place. Even though priorities evolve and goals can shift along the way, keeping that ‘why’ in mind helps me stay centered and motivated.
Your toolkit for keeping up with the leadership community:
I try to stay connected through continuous learning. My toolkit includes reading recent research, following inspiring practitioners and researchers on platforms like LinkedIn, and participating in webinars and discussions that explore emerging trends. I also gain a lot from conversations with peers during conferences and workshops.
MASTERCLASS KNOWLEDGE SHARING IN INNOVATION ECOSYSTEMS: WHY IT MATTERS AND HOW TO MAKE IT HAPPEN by Prof. Dr. Zohor Kettani
28 Noviembre, 12noon CET
This masterclass explores the key role of knowledge sharing in innovation ecosystems and its capacity to facilitate the shift from ego to eco. It examines how this dimension of openness enables organizations and networks to move beyond isolated innovation toward ecosystem thinking, collaboration, and collective intelligence.
Through conceptual insights, illustrative cases, and practical discussions, the session highlights how knowledge sharing can be cultivated as both a cultural mindset and a systematic organizational practice. Emphasis will be placed on designing and sustaining knowledge-sharing environments that foster trust, reciprocity, shared value creation, and sustainable innovation.
ABOUT DR. ZOHOR KETTANI
Dr. Zohor Kettani is a Research Associate in Strategy at Africa Business School, Mohammed VI Polytechnic University (UM6P). Her scholarly work bridges academic and applied research, with interests spanning strategizing, knowledge dynamics, open strategy, and leadership. In addition to authoring a book on competitive intelligence in small and medium-sized enterprises, she has contributed to several peer-reviewed publications and international research collaborations. Her work has been presented at major international conferences, including EURAM, AIMS, AFAM, AIB MENA, and IEEE ICTMOD. In 2024, she received the Best Paper Award from the Africa Academy of Management in recognition of her contributions to the field. An active member of the European Academy of Management (EURAM), Dr. Kettani currently chairs the “Strategic Processes and Practices” track. Since 2019, she has also been a dedicated university lecturer. Her teaching philosophy centers on inclusivity and engagement, fostering active participation, critical thinking, and collaborative learning. She is deeply committed to nurturing intellectual curiosity and inspiring a lifelong passion for learning among her students.
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