The Moroccan Model of Contextual Internationalization in the Face of Institutional Constraints: Francophone West Africa as a Strategic Anchor

Abstract

This paper explores the specific determinants behind the success of Moroccan companies in their internationalization strategies in West Africa. Through a qualitative approach based on discourse analysis of expert insights gathered during an academic workshop, the study identifies five key strategic levers. First, Morocco’s structured institutional support—through public programs (such as Maroc Export), active economic diplomacy, and strategic infrastructure like the Tanger Med port—plays a fundamental role. This institutional framework strengthens the legitimacy of Moroccan firms in African markets. Second, cultural and linguistic proximity, especially shared Francophonie, facilitates entry into culturally compatible environments. Third, informal networks—built on interpersonal, diasporic, and social relationships—emerge as effective mechanisms for accessing African markets, bypassing institutional rigidities.

Furthermore, dynamic capabilities and intangible resources—such as intercultural competence, familiarity with local norms, and organizational flexibility—enable companies to adapt to uncertain and unstable environments. Finally, sectoral diversification provides strategic resilience against external shocks by spreading risks across multiple industries (pharmaceuticals, construction, agriculture). The analysis also highlights ongoing logistical and infrastructural challenges, which Morocco seeks to address through emerging logistics hubs such as Dakhla. While the Moroccan model demonstrates transferable potential, its performance remains closely tied to a structured national ecosystem. The study concludes by calling for broader quantitative research to generalize findings and refine African public policies on enterprise internationalization. This contribution aims to reinforce theoretical foundations while offering concrete strategic insights for implementation.

JEL Classification : F23, M16, O55

Paper type : Empirical research