Description or Abstract
Research Questions and Objectives
Family businesses from emerging markets are increasingly pursuing regional expansion and strategic internationalization to diversify their activities, increase resilience, and reduce dependency on domestic markets. This research centers on Richbond, a distinguished Moroccan family-owned enterprise specializing in manufacturing and consumer goods, which has systematically developed a sophisticated internationalization strategy spanning both African regional markets and global economic landscapes. The study aims to provide a comprehensive analytical exploration of the processes, strategic considerations, and organizational dynamics that support Richbond's progressive business expansion. Specifically, the research seeks to address the following critical research questions:
• What motivational factors led Richbond to pursue international growth in African markets?
• How does Richbond manage its family governance model while adapting to diverse African business environments?
• What significant operational, institutional, and strategic challenges emerged during Richbond's phased international expansion across different geographical and institutional landscapes?
Keywords
Family business, internationalization, Africa, Richbond, Morocco, governance, South-South strategy, regional expansion
Department
Center for Entrepreneurship & Innovation
Program
MENA Family Business Research Conference
Performance Date
2025-10-25
Content Type
Conference Proceeding
File Type
Transcript
Language
eng
Recommended Citation
Elmehdi, Essbaa, "Strategic Internationalization of a Moroccan Family Business: Richbond’s Expansion Across Africa" (2025). Audio & Video by Faculty: Webinars, interviews, documentaries, etc.... 203.
https://fount.aucegypt.edu/audiovisual_faculty_work/203