Involys: a Moroccan SME playing with African giants
Publication date: 31 July 2020
Abstract
Supplementary materials
Teaching notes are available for educators only.
Learning outcomes
Objective 1 analyse the internationalization process of Involys and compare it with the traditional theoretical analyses; Objective 2 analyse and learn from past successes and failures in Africa, building up a meaningful strategic analysis with a specific focus on: understanding the advantages and disadvantages of size (small and medium-sized enterprise (SME) suppliers/State Institutions customers); understanding the importance of institutional barriers and opportunities in this specific context; understanding and measuring the distances issues and the way they affect the company’s development Objective 3 learn to be creative and concrete in proposing feasible solutions to the Board of Involys.
Case overview/synopsis
Involys is a medium-sized Moroccan company designing and implementing enterprise resource planning (ERP) systems. It was co-founded in the 1980s by its present chief executive officer (CEO), quite a charismatic individual. As its listing on the Casablanca Stock Exchange, the company has set its main goal to develop its business on the African markets. This is a significant shift in commercial strategy for a company who has built its past success on working with Northern countries. Involys tries with its ERP system to accompany state-level reforms. The case study takes place in 2017, Involys has just lost a significant project in Cameroun, despite significant pre-sale investments, and is trying to build on its success in Gabon to accelerate and improve its competitive position in Africa. The case focusses on the internationalization process of a firm involved in long terms contracts and dealing mainly with institutions such as states or state departments. The issues of sizes, institutional barriers and distance should be specifically addressed in a south-south context.
Complexity academic level
Master’s degree executive training programs.
Subject code
CSS 5: International business.
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognisable information to protect confidentiality.
We would like to thank INVOLYS, and more particularly Mr Bachir Rachdi, for accepting to conduct this study with us and providing us with all the necessary resources.
Citation
Minialai, C., El Mabrouki, M.N. and Chamchati, O. (2020), "Involys: a Moroccan SME playing with African giants", , Vol. 10 No. 2. https://doi.org/10.1108/EEMCS-12-2018-0280
Publisher
:Emerald Publishing Limited
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