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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 Ghazali
Imane El Ghazali

 Director, Africa Case Lab, ESCA Ecole de Management  

T-Ghorfi
Thami Ghorfi

 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
Michael Goldman

 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
Thomas Howard

 EFMD Global 

Ihsan Zakri
Ihsan Zakri

 AACSB 

Olayinka David-West
Olayinka David-West

 Lagos Business School 

Lakshmi Goel
Lakshmi Goel

 Al-Akhawayn University 

T-Ghorfi
Thami Ghorfi

President, ESCA Ecole de Management  

Moderator:

chourouq
Chourouq Haisni
ESCA Ecole de Management

 

 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
Sergio Klecker

 Harvard Business Impact 

Moderator:

Rihab Abba
Rihab Abba
ESCA Ecole de Management

 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
Vicky Lester

 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
Alaa Amer

 Procter & Gamble Africa Egypt, Morocco & South Africa 

 

Nwamaka Nwobi Okoye
Nwamaka Nwobi Okoye

 Entrepreneur, and business leader 

Mimoun Ouchaou
Mimoun Ouchaou

 IBM Maroc 

Aimane Cherragui
Aimane Cherragui

 Abdelkader Bensalah Foundation, Holmarcom 

Faical Berrada

 Maghreb Steel 

Moderator:

kenza el badia
Kenza El Badiaa

 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
Engy Magdy

  El-Khazindar Business Research and Case Center/ American University in Cairo 

 

Albert Wöcke
Albert Wöcke

 GIBS Case Study Hub/ University of Pretoria 

Claire Barnardo
Claire Barnardo

 GSB Case Writing Centre/ University of Cape Town 

Claire Beswick
Claire Beswick

 WBS Case Centre/ University of Witwatersrand 

Moderator:

imane el ghazali
Imane El Ghazali

 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
Randa Salamoun

  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
Antoine Duvauchelle

 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
Candis McInnes

 Ivey Publishing 

Vicky Lester-1
Vicky Lester

 The Case Centre 

Antoine Duvauchelle-1
Antoine Duvauchelle

 LiveCase 

Mahynour Okda
Mahynour Okda

 Emerald Publishing 

Alon Epstein
Alon Epstein

 LearnAI 

Moderator :

Mourad Prof-1
Mourad Aakiri

 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

BS4CL ESCA

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).