business in the world according to the Executive Education Ranking of the Financial Times newspaper –, crosses the ocean and arrives in Morocco. Through a partnership with the Africa Business School (ABS), the country will carry out the survey Trajectories of Internationalization the Companies. In Brazil, research has been developed and carried out by FDC since 2006, and has already been applied in Portugal and India, generating knowledge about the evolution of companies’ internationalization, as well as evaluating international strategies, challenges and the results of this process to national companies.
“The partnership with the Africa Business School will allow us to learn more deeply about the global competitiveness strategies of companies from another context, that of Morocco. Based on comparative analyzes and successful cases of companies there, we will be able to draw parallels with Brazilian companies and inspire new ways of operating abroad”, says research coordinator and FDC professor, Lívia Barakat.
Moroccan companies of all sizes will be able to participate in the study, which will be carried out in 2023. According to the professor at the Africa Business School and coordinator of the study, Marcio Amaral-Baptista, broad participation will be important because, with digitalization, countless companies are already born or may become global. He also says that the results will be segmented by size, so that companies can compare their international strategies with other companies.
Through the partnership, ABS and FDC will help accelerate the internationalization of Moroccan companies. “This is an important initiative, as Morocco aims to seek leadership in the African space and, for that, multiplying international trade is one of the country’s development axes. One of the ways to make this movement is to transfer knowledge of successful cases of companies in other countries and FDC’s experience in the subject is crucial. The knowledge generated by the study in Morocco will also be useful for Brazilian companies, which will be able to develop better international growth strategies”, points out Amaral-Baptista.
Moroccan economy
Morocco’s economy has grown significantly and diversified over the years. Phosphate and fertilizers, products in which the country has a global competitive advantage, represent around 15% of GDP. Other prominent sectors are tourism, agriculture, the textile industry, mining and shipbuilding. The country has also invested in sectors such as renewable energies, information technology, sustainable tourism and organic agriculture. The automotive production center will also see significant growth in the coming years, with investments from large international companies. Transversely, the African country stands out for its initiatives focused on innovation, to position itself as a regional center for the development of new technologies.
“There are common traits between Morocco and Brazil. In both countries, communication is expressive and personal relationships are of great importance in business. On the other hand, the interpersonal context in Moroccan companies is less individualistic, valuing social and family ties. Brazilian organizations delegate more authority and tend to be less hierarchical, with a greater orientation towards immediate results. In both cases, flexibility and adaptability are remarkable”, says the ABS professor.
The results related to the application of the research in Brazil and Morocco will be published and disseminated in the second half of 2023. The Brazilian Trade and Investment Promotion Agency (ApexBrasil) is one of the partners in carrying out the research in Brazil.
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