Morocco: An Inspiring Model of Development

marrakesh, morroco, global education magazine, esca

US Business Schools attend ’Doing Business in North-Africa’ seminars at ESCA Ecole de Management in Casablanca, a gateway to Emerging Africa

A gateway to Emerging Africa, Casablanca attracts an increasing number of American executives and entrepreneurs eager to understand the economic challenges and potential that African markets offer. From 23 to 29 November 2014, ESCA Ecole de Management, a Casablanca-based business school, will conduct a one-week seminar to introduce MBA Participants from Stern School of Business (New York University), a leading American business school, to the emerging markets of the MENA region.

These exploratory study tours provide a unique insight in the three dimensions necessary for a good understanding of business:

  • Cultural dimension: While six of the best-performing economies of the 2001-2010 decade are African (IMF / The Economist Report – 2011), and four African countries are among the top 10 economies recording the highest growth rates in 2013 (‘The World in 2013’ report by The Economist), multinational companies prospecting in African markets often face cultural differences and find It difficult to operate with their local partners. ESCA Ecole de Management’s seminars shed light on the cultural aspects that define Moroccan economic dynamics, lifestyles, institutions and business models.

  • Academic dimension: Morocco is an economically prosperous and politically stable country that serves as a hub and a model of development in the MENA and EuroMed regions. The seminar will be an opportunity to discover local potentials for growth in the banking sector, new technologies, tourism industry, distribution or design, and understand the economic dynamics that lead North Africa, the Arab-Muslim world, the MENA region and Africa.

  • Finally, and most importantly, meeting with businesses: the “Doing Business in Morocco and North Africa” program provides a unique opportunity for participants to attend company visits, interact with local entrepreneurs, leaders and political representatives, and meet Morocco’s Emerging Champions. The objective is to better understand their vision, their dynamics and key factors of success in Africa: a mix of innovation and opportunism, connections and negotiations, business agility and resourcefulness. MBA Participants from Stern School of Business will have the opportunity to visit the LESIEUR CRISTAL factory in Casablanca, an industrial operator who has turned innovation into a growth engine. In Marrakech, visiting the Sidi Ghanem complex will introduce them to designers that combine the ancestral traditions of Moroccan handcrafts and the requirements of mass production and international consumers’ tastes. Finally, the brand image of Marrakech City will be covered during a meeting with the Vice-President of the General Council of Tourism of the Red City, on ‘ Marrakech : From a Legend to a City Branding ‘ .

This study trip, that has largely been prepared in advance with many readings, will close with a report and assessment under ESCA Ecole de Management faculty supervision. They constitute one of the pillars of the MBA program contents, which aim to prepare participants to take high-responsibility positions in sectors where their analytical and leadership skills will enable them to implement in-depth solutions to address complex problems.

ESCA Ecole de Management is positioned as a leading business school in the analyzing and disseminating of knowledge and practices at play in MENA and Africa’s emerging markets.

About ESCA Ecole de Management

Founded in 1992 in the heart of Casablanca, Morocco’s largest city, financial hub and economic capital, ESCA Ecole de Management is a school of reference in North Africa and in the Mediterranean region in the fields of education and training in management. ESCA School of Management offers advanced master degrees as well as executive training to students and professionals in all management fields, with the mission to educate a new generation of high potential managers in Africa and emerging countries. International focus is at the core of the School’s strategy with a network of over 60 prestigious international partners in the world and more than 19 nationalities on campus. For the fourth year in a row, the School ranks #1 among universities and business schools in French-speaking countries in Africa in Jeune Afrique (international newsmagazine) ratings. ESCA Ecole de Management is recognized for strong commitment of faculty and research, educational quality of programs as well as the School’s international dimension and relationship with the business community. More details:

About New York Stern School of Business

New York University’s Leonard N. Stern School of Business is one of the nation’s premier management education schools and research centers. From its Greenwich Village campus in the heart of New York City, NYU Stern offers a broad portfolio of academic programs at the graduate and undergraduate levels, all of them informed and enriched by the dynamism, energy and resources of the world’s business capital. NYU Stern today has taken its place among the nation’s most distinguished business schools. We are proud of our more than 100-year heritage as a progressive, forward-looking, merit-based institution, deeply committed to diversity, opportunity, innovation and excellence.

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ESCA, ecole de management, global education magazine

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Mahja NAIT BARKA +212 5 22 20 91 20 –

This article was published on 20th December 2014, for the International Human Solidarity Day, in Global Education Magazine.


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