ESCA Africa Case Conference 2026
Local Voices : African Case Studies in Global Business Eductaion
Participants from across Africa, Europe, and beyond are invited to discover Casablanca, Morocco’s vibrant economic capital. A dynamic city at the crossroads of tradition and modernity, Casablanca offers a unique blend of business energy, cultural richness, and coastal charm.
From the iconic Hassan II Mosque, overlooking the Atlantic Ocean, to the lively neighborhoods of Maarif and Anfa, the city provides a wide range of experiences. Visitors can enjoy seaside walks along the Corniche, explore art deco architecture in the city center, or discover Morocco’s renowned cuisine in its many restaurants and cafés.
For those wishing to explore beyond the city, Casablanca is well connected to key destinations such as Rabat, the administrative capital (1 hour away), or Marrakech (2.5 hours by train), offering additional cultural and historical experiences.
Located in the heart of Casablanca, ESCA Ecole de Management provides easy access to the city’s main attractions, business districts, and hospitality services.
Program Overview :
Day 1
Thursday, May 21th
08:30 am – 09:00 am Registration & Welcome Coffee
09:00 – 09:15 am Opening Remarks – ESCA Leadership & Africa Case Lab
Location: Casablanca Auditorium, 3rd Floor
Imane EL Ghazali
Director, Africa Case Lab, ESCA Ecole de Management
Imane EL Ghazali is a Professor of Economics at ESCA Ecole de Management and Director of the Africa Case Lab. A passionate case method trainer and award-winning case author, she has supervised acclaimed case studies, co-edited casebooks, and published extensively on the case method. She also serves as a reviewer for peer-reviewed case journals. With a strong commitment to advancing case-based learning, she delivers workshops and seminars on case writing and teaching across various institutions.
Director, Africa Case Lab, ESCA Ecole de Management
Thami Ghorfi
President, ESCA Ecole de Management
Thami Ghorfi is the Dean of ESCA Ecole de Management, one of Africa’s leading business schools based in Casablanca. His expertise focuses on entrepreneurship, leadership, and change management in Morocco and the wider region.
He serves as a member of Morocco’s Economic, Social and Environmental Council (CESE) and the Higher Council for Education, Training and Scientific Research (CSEFRS). Deeply engaged in social impact initiatives, he is also Vice President of the Al Amana Microfinance Foundation, supporting financial inclusion across the MENA region. Since 2024, he has been a member of the Board of Directors of AACSB.
President, ESCA Ecole de Management
09:15 – 10:15 am Keynote – “Learning through Relevance, Context, and Generalization : Why Local Voices Matter in Case-Based Learning”.
Location: Casablanca Auditorium, 3rd Floor
By:
Michael M. Goldman
University of San Fransisco
Michael M. Goldman is a professor at the University of San Francisco and a globally recognized expert in case writing and teaching. He is a former president of the North American Case Research Association and serves on the board of the Case Research Foundation.
An award-winning case author, he has published numerous teaching cases through leading academic publishers. His work focuses on marketing, sales, and sport management, with teaching and consulting experience across the United States and Africa.
University of San Fransisco
Q&A : 15 minutes
10:15 – 10:30 am Coffee Break
Location: terrace, 3rd Floor
10:30 am - 11:30 am Panel Discussion
« The Strategic Role of the Case Method in African Business Education »
Location: Casablanca Auditorium, 3rd Floor
Howard Thomas
EFMD Global
Howard Thomas is Emeritus Professor of Strategic Management and Management Education at Singapore Management University (SMU) and Special Advisor to the President of EFMD. He previously held senior roles at SMU, including Dean of the Lee Kong Chian School of Business and Mastercard Chair in Financial and Social Inclusion.
He is an internationally recognized scholar and academic leader, with fellowships in major global management associations and past leadership roles including President of the Strategic Management Society and Chair of AACSB. He has worked across leading universities on four continents and received multiple lifetime achievement awards and honorary doctorates.
EFMD Global
Ihsan Zakri
AACSB
Ihsan Zakri is Vice President of Growth and Engagement for Europe, the Middle East, and Africa at AACSB. Since joining AACSB in 2016, he has supported dozens of business schools through the accreditation process and leads regional initiatives focused on quality, impact, and institutional growth.
With expertise in international higher education and accreditation, Ihsan combines operational leadership with a strong academic background, including studies at Lund University and doctoral research in leadership at the University of Amsterdam. Before AACSB, he managed EU-funded capacity-building projects across multiple countries.
AACSB
Olayinka David-West
Lagos Business School
Olayinka David-West is Dean of Lagos Business School and a recognized expert in business management, technology, and digital transformation. With extensive experience in IT and financial services, she has played a key role in strengthening the school’s international reputation and accreditation.
Her research focuses on the impact of technology on business strategy, financial inclusion, and organizational transformation. Since 2015, she has led the Sustainable and Inclusive Digital and Financial Services initiative, promoting digital finance and fintech development across Africa. She is also an advocate for women in STEM and a leading voice in Africa’s digital finance ecosystem.
Lagos Business School
Lakshmi Goel
Al-Akhawayn University
Lakshmi Goel is a Professor of Information Systems and Dean of the School of Business Administration at Al Akhawayn University. With over 20 years of experience in higher education and business consulting, his expertise focuses on enterprise strategy, business analytics, and leadership development.
He holds a PhD in Decision and Information Sciences and a Master of Science in Computer Science from the University of Houston. Throughout his career, he has held several academic leadership roles, including Associate Dean, MBA Director, and endowed Chair for Strategy at the University of North Florida.
Al-Akhawayn University
Thami Ghorfi
President, ESCA Ecole de Management
Thami Ghorfi is the Dean of ESCA Ecole de Management, one of Africa’s leading business schools based in Casablanca. His expertise focuses on entrepreneurship, leadership, and change management in Morocco and the wider region.
He serves as a member of Morocco’s Economic, Social and Environmental Council (CESE) and the Higher Council for Education, Training and Scientific Research (CSEFRS). Deeply engaged in social impact initiatives, he is also Vice President of the Al Amana Microfinance Foundation, supporting financial inclusion across the MENA region. Since 2024, he has been a member of the Board of Directors of AACSB.
President, ESCA Ecole de Management
Moderator:
Chourouq Haisni
ESCA Ecole de Management
Chourouq Haisni is Director of Programs and Accreditation and an experienced higher education professional specializing in program development, quality assurance, and international accreditation. She leads initiatives focused on curriculum innovation, faculty development, and Assurance of Learning to strengthen academic excellence in management education.
Dr. Haisni is also a regular speaker at international conferences on accreditation, educational quality, and pedagogical innovation. She holds a PhD in Management from Université de Bordeaux.
Q&A : 15 minutes
11:30 am - 12:30 pm Deep-Dive Conversation : « The relevance of the case teaching method 100 years on, and into the future »
Location: Casablanca Auditorium, 3rd Floor
By:
Sergio Klecker
Harvard Business Impact
Sergio Klecker is an Academic Relationships Manager at Harvard Business School Publishing is an international manager and educator with over 30 years of global experience, including 16 years at Shell plc. Based in Madrid, he has lived and worked across Europe and Latin America, bringing extensive international expertise in business and consulting.
He teaches International Business, Corporate Governance, and Consulting at Comillas Pontifical University and serves as a Learning Mentor at IESE Business School. He is currently Academic Relationships Manager for Southern Europe and Switzerland at Harvard Business School Publishing, where he manages partnerships with leading universities and business schools.
Harvard Business Impact
Moderator:
Rihab Abba
ESCA Ecole de Management
Rihab Abba is a Professor Researcher at ESCA Ecole de Management and a Management Board Member of Africa Case Lab. Her teaching and research focus on problem-solving, complexity management, cross-cultural management, and the case method. She has also led international virtual exchange projects with global academic partners for over 10 years.
Dr. Abba holds two PhDs from Hassan II University of Casablanca, specializing in Advertising Discourse and French Language & Literature. Before joining academia, she held leadership positions in training and consultancy firms, developing expertise in business communication, research methodology, and organizational complexity.
Q&A : 15 minutes
12:30 – 01:30 pm Lunch
Location: Athletica, 1st Floor
01:30 – 02:30 pm Keynote Speech : « Local Voices, Global Classrooms: Elevating African Business Perspectives through the Case Method »
Q&A : 15 minutes
By:
Vicky Lester
The Case Centre
Vicky Lester has been the Chief Executive Officer of The Case Centre since July 2022, overseeing its global operations. Since joining the organization in 1991, she has held leadership roles across sales, operations, and strategic development.
Vicky is a frequent speaker and moderator at international conferences, webinars, and academic events focused on case teaching and writing. She is also Editor-in-Chief of Case Focus: The Journal of Business & Management Teaching Cases, Middle East and Africa Edition.
The Case Centre
Q&A : 15 minutes
02:30 - 03:30 pm Panel Discussion « From Practice to Classroom : Why The Corporate World Matters in Case Development »
Alaa Amer
Procter & Gamble Africa Egypt, Morocco & South Africa
Alaa Amer is an experienced HR professional with 15 years of expertise across talent acquisition, sales, supply chain, and human resources. Currently serving as Human Resources Talent Acquisition Leader for Africa, Egypt, Morocco, and South Africa, Alaa leads strategic hiring and employer branding initiatives across multiple markets.
With a strong background in organizational development and communication, Alaa specializes in talent strategy, recruitment innovation, and workforce development. Their cross-functional experience brings a broad business perspective to HR leadership and talent management.
Procter & Gamble Africa Egypt, Morocco & South Africa
Nwamaka Nwobi Okoye
Entrepreneur, and business leader
Nwamaka Nwobi Okoye is an entrepreneur, interior architect, and co-founder of Design Genre, Dulo, and Dulo Property, companies focused on architecture, workspace solutions, manufacturing, and real estate development across Africa. Through these ventures, she has led projects for major organizations including IBM, Unilever, HP, and Procter & Gamble.
With more than two decades of experience in African markets, her work focuses on sustainable business development, design innovation, and systems thinking. She also serves as Chairperson of the Stanford Seed Transformation Network Board of Trustees and is the author of Navigating the Return, a guide for diaspora entrepreneurs building businesses in Africa.
Entrepreneur, and business leader
Mimoun Ouchaou
IBM Maroc
Mimoun Ouchaou is the Country General Manager and Technology Leader of IBM Morocco, where he leads strategic operations, innovation, and organizational performance. With extensive international experience, he has managed large-scale technology projects across Africa, the Middle East, Europe, and the United States.
Prior to his current role, he held several leadership positions within IBM, including regional technical leadership roles for Africa and the Middle East. He also worked as a Senior Architect Consultant in both the United States and the United Kingdom, contributing to complex international technology projects.
His expertise focuses on technology strategy, digital transformation, operational excellence, and business growth across global and emerging markets.
IBM Maroc
Aimane Cherragui
Abdelkader Bensalah Foundation, Holmarcom
Aimane Cherragui is a Senior Program Manager at the Abdelkader Bensalah Foundation, where he oversees academic initiatives and collaborative projects linking academia, civil society, public institutions, and the private sector. He notably contributes to the VALISE project, developed in partnership with ESCA Ecole de Management, promoting pedagogical case studies on social innovation in Morocco.
His work focuses on social innovation, the social and solidarity economy, and the development of inclusive, impact-driven partnerships. Aimane is also an alumnus of the U.S. Department of State’s International Visitor Leadership Program.
Abdelkader Bensalah Foundation, Holmarcom
Moderator:
Kenza El Badia
ESCA Ecole de Management
Kenza El Badia is a Professor of Marketing and Management at ESCA Ecole de Management, where she also serves as Program Director of the Bachelor in Business Management. Her research focuses on phygital experiences, value co-creation, consumer behavior, and digital transformation in marketing.
Dr. El Badia is also involved in communication and public relations for the CIEB Chair of Innovation and E-Business, supporting initiatives in innovation, entrepreneurship, and digital advancement. She is actively engaged in mentoring students and promoting international collaboration in marketing education and research.
ESCA Ecole de Management
Q&A : 15 minutes
03:30 - 03:45 pm Coffee Break
Location: terrace, 3rd Floor
Parallel Case Discussion sessions
Location: 6th Floor
Session 1: Digital Platforms, AI and Fintech Disruption in Africa
Chair: Claire Barnardo / University of Cape Town
Location: Doha, 6th Floor
- The Jumia Paradox: Can the "Amazon of Africa" Survive a Global Supply Chain War?
- Mona Moussa / ESLSCA University, Doaa Salman / ESLSCA University / MSA
- HPS: Financing the Leap From Moroccan Start Up to Global Fintech Consolidator: The International Finance Architecture of an Emerging Market Multinational.
- El Mehdi Es‑sbaa, Azzedine Allioui / ESCA Ecole de Management
- From Cash to Clicks: Can ORACASH Accelerate Morocco’s Digital Payment Shift?
- Fatima Ezzahra Tibary, Hajar Mouatassim Lahmini / ENCG Casablanca
- Casablanca AI.
- Mohsine Alla / ENCG Casablanca
- ParcSmart: Reimagining the role of smart cities via a parking app.
- Adil Marzouk / ESCA Ecole de Management
Session 2: CSR, Sustainability & Responsible Organizational Transformation
Chair: Candis McInnes / Ivey Publishing
Location: Madrid, 6th Floor
- Union of Arab Chambers: Institutionalizing Corporate Social Responsibility in the Arab Private Sector
- Najoua Zhar (AUB), Dounia Zhar / ISGA
- Trash to Treasure: Attawafouk Cooperative's Journey to Dignity and Sustainability
- Fatima Zahra Moussaid, Ahlam Qafas / ENCG Kenitra
- When an African Bank Becomes a Socially Responsible Institution: The Case of the Dar Al Moukawil Program
- Adil Cherkaoui / Université Hassan II
- Kijani Link
- Ved Patel, Simeon Wemali / USIU
- The Price of Offsetting: Scaling Akili’s Impact in Kenya
- Deval Kartik / HEC Paris, Robert Falkner / LSE, Laurence Lehmann‑Ortega / HEC Paris
- How Can a Family Group Uncover Value in a Distressed Company? Moroccan Beverages Industry Case
- Houda Arougay, Badr Habba / ESCA Ecole de Management
Session 3: Finance, Audit and Decision Making under Scrutiny
Chair: Randa Salamoun / American University of Beirut
Location: Milan, 6th Floor
- How Safe is the Kenyan Banking System? The KBA $6 Trillion Global Cybersecurity Risk Mitigation Agenda.
- Francis Wambalaba, Paula Musuva, Judy Ouma / USIU
- The Dilemma of Disclosure: An Auditor's Test of Professional Judgement.
- Francis Ayodeji, Simon Adekunle, Ololade Olaniyan, Xtiana Ajibade / ABUAD BS
- De l’institution de microfinance à la banque: La Régionale, un exemple de l’introduction d’une PME à la bourse.
- André Kadandji / Saint Jerome University, Cameroon
- Humanizing Innovation: Rethinking Empowerment Through IDAs in Morocco’s Banking Sector.
- Chaimae Hathout, Sara Hathout, Kenza El Badia / ESCA Ecole de Management
- Gouvernance familiale et performance durable des entreprises familiales marocaines: entre structuration des mécanismes et création de valeur à long terme.
- Yassine El Bahaoui / Université Ibn Zohr
- Jouahri et le Dirham : Bank Al‑Maghrib à l'Heure du Grand Passage
- Kenza Ouazzani / ESCA Ecole de Management
Session 4: Social Innovation, NGOs and Inclusive Development
Chair: Marie-Noëlle Rimaud / Excelia Business School
Location: Nairobi, 6th Floor
- Innover pour réussir : le modèle pédagogique de remédiation éducative de la fondation zakoura au Maroc.
- Youssef Ouazzouz / Fondation Abdelkader Bensalah - Holmarcom
- Zakoura Foundation: The Dilemma of NGO Leadership: Balancing the social mission: Financial vs. Human Capital in NGOs.
- Amal Zaki, Amine Zenjari, Ghizlane Akourim, Oumnia Sidqui, Kenza Eljaafari / ISCAE
- Quel plaidoyer en faveur de l’autonomisation des personnes en situation de
Handicap ? Cas de l’AMH au Maroc.
- Hind Taktak / Université Hassan II
- Nabda Maroc: le défi de l’inclusion sociale par le sport pour une organisation africaine.
- Laila Aghil / Université Ibn Tofail
- Cooking for Impact, Struggling for Sustainability – The Rise and Fall of a Moroccan Social Enterprise
- Aimane Cherragui / Fondation Abdelkader Bensalah - Holmarcom
- Reconciling Social Innovation and Financial Autonomy: The Ambition and Experience of the Tahar Sebti Institute.
- Fabrice Shurweryimana / ESCA Ecole de Management
05:15 - 05:45 pm Campus Tour
05:45 - 06:45 pm Networking Session – Cocktail Dinner
Location: terrace, 3rd Floor
Day 2
Friday, May 22th
08:30 am - 9:00 am Coffee & Networking
9:00 – 10:00 am Keynote Speech: « Teaching African Business Realities: Case-Based Approaches for Leading in Complex Environments” By Chinwe Ajene Sagna, Lagos Business School »
Location: Casablanca Auditorium 3rd Floor
Q&A : 15 minutes
10:00 - 11:00 am Panel Discussion: « Building the African Case Ecosystem : Scaling Collaboration, Capacity, and Global Reach »
Location: Casablanca Auditorium 3rd Floor
Engy Magdy
El-Khazindar Business Research and Case Center/ American University in Cairo
El-Khazindar Business Research and Case Center/ American University in Cairo
Albert Wöcke
GIBS Case Study Hub/ University of Pretoria
Albert Wöcke is a professor and permanent faculty member at the Gordon Institute of Business Science, where he leads the Leadership, HR and Organizational Behaviour Department and heads the Case Study Hub. He is also the lead faculty member for the MPhil Programme in International Business.
An experienced case writer and researcher, Prof. Wöcke has published widely in international academic journals, with several of his teaching cases becoming international best sellers. His expertise includes international business, HR strategy, organizational behaviour, and emerging markets, and he regularly mentors faculty and presents on case writing and teaching worldwide.
GIBS Case Study Hub/ University of Pretoria
Claire Barnardo
GSB Case Writing Centre/ University of Cape Town
Claire Barnardo is the founder and manager of the Case Writing Centre at the University of Cape Town Graduate School of Business, established in 2017. Under her leadership, the Centre has developed a strong portfolio of African teaching cases, including multimedia and open-source case series focused on doing business in Africa.
She holds a Master’s degree in Media from the University of Cape Town and brings extensive experience in journalism and editorial management. Claire is passionate about advancing African and emerging market business cases through innovative and accessible learning formats.
GSB Case Writing Centre/ University of Cape Town
Claire Beswick
WBS Case Centre/ University of Witwatersrand
WBS Case Centre/ University of Witwatersrand
Moderator:
Imane EL Ghazali
Director, Africa Case Lab, ESCA Ecole de Management
Director, Africa Case Lab, ESCA Ecole de Management
Q&A : 15 minutes
11:00 – 11:15 am Coffee Break
Casablanca Auditorium, 3rd Floor
11:15 am - 12:15 pm Professional Development Workshop « Crafting Locally Grounded Teaching Cases : Dilemma, Design, and Learning »
Casablanca Auditorium, 3rd Floor
By :
Randa Salamoun
The Case Hub, American University of Beirut
Randa Salamoun is an award-winning case writer and expert in the case method. She is the founding director of The Case Hub at the American University of Beirut’s Suliman S. Olayan School of Business, where she launched the first annual case conference in the MENA region and established an annual case writing competition promoting regional case development.
Dr. Salamoun is also an Assistant Professor of Information Systems and Organizations. With over 20 years of experience in business education and industry consulting, she specializes in case writing, student-centered learning, and management education. She holds a PhD from the University of Manchester.
The Case Hub, American University of Beirut
Q&A : 15 minutes
12:15 – 01:30 pm Lunch
Location: Athletica, 1st Floor
01:30 - 02:30 pm Professional Development Workshop
« Writing High-Impact African Cases : From Static Narratives to Immersive LiveCases »
Casablanca Auditorium 3rd Floor
By:
Antoine Duvauchelle
LiveCase
LiveCase
Q&A : 15 minutes
02:30 - 03:30 pm Panel Discussion « Publishing African Cases for Global Impact : Standards, Partnerships, and Pathways »
Casablanca Auditorium 3rd Floor
Candis McInnes
Ivey Publishing
Candis McInnes is the Executive Director of Ivey Publishing at the Ivey Business School. With more than 25 years of experience in sales, marketing, customer experience, and brand management, she leads publishing, product development, marketing, and global author relations.
Candis is a strong advocate for experiential learning and the impact of the case method in business education. In addition to her academic leadership, she actively mentors future professionals and serves on community and nonprofit boards supporting leadership development and social impact.
Ivey Publishing
Vicky Lester
The Case Centre
Vicky Lester has been the Chief Executive Officer of The Case Centre since July 2022, overseeing its global operations. Since joining the organization in 1991, she has held leadership roles across sales, operations, and strategic development.
Vicky is a frequent speaker and moderator at international conferences, webinars, and academic events focused on case teaching and writing. She is also Editor-in-Chief of Case Focus: The Journal of Business & Management Teaching Cases, Middle East and Africa Edition.
The Case Centre
Antoine Duvauchelle
LiveCase
Antoine (Tony) Duvauchelle is an entrepreneur, Adjunct Professor at INSEAD and Co-Founder of LiveCase. At INSEAD, he teaches strategy, innovation and leadership for executive education programmes in addition to the MBA and EMBA capstone courses where he leads the development and delivery efforts. He is Co-Founder of LiveCase, which creates immersive, AI-enhanced chat simulations and interactive stories. The platform grew out of his own teaching needs and is now being shared with educators and organisations beyond his classroom.
LiveCase
Mahynour Okda
Emerald Publishing
Mahynour Okda is a Regional Publishing and Training Manager at Emerald Publishing is a publishing and training professional with over 20 years of experience across higher education and corporate sectors. Currently with Emerald Publishing, they manage strategic partnerships and institutional relationships across the Middle East, Africa, and Central Asia.
With expertise in academic publishing, stakeholder engagement, and account management, they have delivered more than 4,000 hours of workshops and training programs. Their work focuses on supporting universities, researchers, and educational institutions through sustainable collaborations, practical initiatives, and long-term partnership development.
Emerald Publishing
Alon Epstein
LearnAI
Alon Epstein is the co-founder of AVRIS Technologies / LEARN AI and heads the Immersive content and pedagogical development at INSEAD Immersive Learning.
He is a learning expert, focusing on organizational development, and talent management practices. He spent two decades in leading, designing, and delivering executive education and corporate development programmes.
Alon has published numerous traditional case studies and has led the production of over 40 immersive cases in various areas in business and management education.
LearnAI
Moderator :
Mourad Aakiri
ESCA Ecole de Management
Mourad Aakiri is an academic and finance professional specializing in international business, cross-border mergers and acquisitions, and financial systems. He holds a PhD in International Business with a concentration in finance from Southern New Hampshire University.
He currently teaches International Business and finance-related subjects at ESCA Ecole de Management and has previously worked in finance and public service, including at the New York City Mayor’s Office. His research focuses on value creation in emerging market firms through cross-border M&A, while his technical expertise includes financial modeling, Python, and SQL.
ESCA Ecole de Management
Q&A : 15 minutes
03:30 – 03:45 pm Coffee Break
Location: terrace, 3rd Floor
03:45 - 05:15 pm Parallel Case Discussion sessions
Location: 6th Floor
Session 5: International Expansion, Industrial Strategy and Cross Border Scaling
Chair: Engy Magdi / American University in Cairo
Location: Milan, 6th Floor
- Huawei in Morocco: building a digital future together.
- Amina Tannaoui, Karim Gassemi / ENCG Casablanca
- Managem: International Expansion, Financial Strategy and ESG Commitments in a
Pan African Mining Group.
- El Mehdi Es‑sbaa, Azzedine Allioui / ESCA Ecole de Management
- SUNU Group and the Challenge of Scaling Inclusive Insurance in Africa.
- Deval Kartik, Benedicte Faivretavignot, Christelle Bitouzet / HEC Paris
- GF Intelligent Technology: Chinese companies invest in Morocco.
- Yu Chang / Hassan II University, Salah Koubaa / ESCA Ecole de Management
- Estimating the Loading/Unloading Time: Case of LOGISTIKA
- Houda Boubaker / MSB/SMU, Catalina Stefanescu‑Cuntze / ESMT Berlin
- JESA: From Captive Partner to International Player?
- El Mehdi Es‑sbaa, Kenza El Badia / ESCA Ecole de Management
Session 6 : Market Entry, Sales, Growth & Leadership Strategy
Chair: Albert Wocke / GIBS Business School, Ahmed Iraqi / ESCA Ecole de Management
Location: Madrid, 6th Floor
- From Platform to Storefront: The Strategic Evolution of Wlidaty in Morocco’s Retail Landscape
- Kenza El Badia, Sara Hathout, Chaimae Hathout / ESCA Ecole de Management
- The sales process in new product development: The case of PATT in the Moroccan market
- Imane Ouazzani Touhami / Ibn Toufail University, Dalil Essakali Othman / OCP Group
- Reinventing leadership at Textifor
- Oumnia Sidqui, Amine Zenjari, Kenza Eljaafari, Ghizlane Akourim, Amal Zaki / ISCAE
- Construction and Project Management
- Gift Mpho Mogodi / SAICW
- The rise and fall of Regragui’s dream as a leader
- Mouna Belhabib‑Filali / ESCA Ecole de Management
- Paper: Entrepreneurial Orientation Under Female Family Leadership: Zooming in on Only-Child CEOs and Generational Dynamics in Family Firms.
Authors: Torchia Mariateresa (International University of Monaco, Omnes Education Group), Monaco; Alfredo Valentino ( ESCE International Business School), France; Carl Alberg (USN School of Business), Norway
- Paper: Family Talk, Entrepreneurial Walk: The Role of Language in Shaping Entrepreneurial Mindsets
Authors: Giorgia Maria D'Allura; Federica Romano (University of Catania), Italy
- Paper: From organizational entrepreneurial orientation to individual entrepreneurial orientation: Exploring the case of non successors in business families
Authors: Badr Habba (CFB, ESCA Ecole de Management); Hiba Ait Bihi (LAREGO, UCA) Morocco
Session 7 : Brands, Retail and Consumer Market Reinvention
Chair: Azzeddine Allioui & Zoulikha Maaroufi / ESCA Ecole de Management
Location: Doha, 6th Floor
- La Centrale Danone au lendemain du hashtag #Khalih_Yerib#.
- Ahmed Belgaid Université Hassan I, Adil Cherkaoui / Université Hassan II
- The modern Moroccan footwear entering the luxury scene: NADA KADI Case.
- Kenza El Badia, Chaimae Hathout, Sara Hathout / ESCA Ecole de Management
- Tawesna: Quand les femmes réinventent l’innovation sociale. Éclairage par le marketing mix.
- Laila Zeroual / ENCG Tanger
- Stratégie de croissance sur le marché marocain du thé. Cas de Zine Capital Invest
- Zoulikha Maaroufi / ESCA Ecole de Management
- Réinventer l'Héritage: L'artisanat marocain à l'ère du marketing digital et de l'innovation sociale avec « 1001 Artisans ».
- Salima Jazi / ENCG Settat
- Comment Détrôner un Leader sur le Marché Marocain du Couscous? Cas AlItkane
- Zoulikha Maaroufi / ESCA Ecole de Management
Session 8: Social Entrepreneurship & Impact Scaling
Chair: Nabil Adel / ESCA Ecole de Management
Location: Nairobi, 6th Floor
- BudgIT: The Dilemma of the Anticorruption Crusader
- Bongo Adi / Lagos Business School
- Beyond Physical Humanitarian Headquarters: The Strategic Digital (Re)architecture of APSOPAD International
- Ahmed Iraqi / ESCA Ecole de Management
- FACE Tunisia: An NGO Supporting the Sejnane Pottery Workshop How can we better promote this unique, ancestral craft, when passing it down is proving difficult?
- Marie‑Noëlle Rimaud / Excelia, Houda Boubaker / MSB-SMU, Karim Ben Slimane / Excelia
- Fondation JADARA L’innovation sociale à l’épreuve du changement d’échelle
- Naoufal Belrhazi / USMBA
- When Africa Takes the Lead: HAF's Carbon Offset Journey
- Kaoutar Jamai / ENA Meknès
- Harvesting Hope from the Fog: How Dar Si Hmad Bridges Ancient Wisdom and Modern Innovation in Morocco's Anti Atlas
- Ahlam Qafas, Fatima Zahra Moussaid / ENCG Kenitra
05:15 - 05:45 pm Closing Remarks – Key Insights & Awards
Casablanca Auditorium, Terrace 3rd Floor
About BS4CL Africa

Business Schools for Climate Leadership Africa.
Business Schools for Climate Leadership (BS4CL) Africa is an initiative that brings together six leading African business schools to build a collaborative framework for climate action in management education, in conjunction with the private sector and civil society, mirroring the ambitions of the UN Climate Conferences COP27 and COP 28. These business schools are The American University in Cairo, Egypt, ESCA Ecole de Management in Morocco, the Gordon Institute of Business Science in South Africa, Lagos Business School in Nigeria, the School of Tourism and Hospitality at Strathmore University in Kenya, and Stellenbosch Business School in South Africa.
BS4CL Africa was launched as part of the Deans’ Roundtable which was hosted by the American University in Cairo on the side-lines of COP 27 in November 2022, and which gathered deans from the six business schools and representatives from the African Chapter of the Principles for Responsible Management Education (PRME) and the European Business Schools for Climate Leadership (BS4CL).
