Half of managers see it as the only solution for business survival – today’s Morocco

The results of the 27th edition of PwC’s annual survey testify to this. This work made it possible to survey almost 4,702 managers about the prospects of their companies. A question that is de facto necessary in a context characterized by economic, geopolitical and social disruptions. The highlights of this research.

Experts from the PwC agency focused the research precisely on “the relationship of managers, and more broadly of companies, with value, but also on the transformations taking place in organizations, the sustainability of the company and its relationship with the creation and maintenance of value. . The result is that “90% of managers are confident about economic growth in Morocco over the next twelve months.” The research showed that attention to climate change among the transformation factors will increase by more than 200% over the next three years. The results went further than that. “Almost half of Moroccan managers expect their company to disappear within ten years if the business model remains unchanged.”
The observation is clear. And this change will only happen through the use of technology that is central to the transformation strategy. The interviewed managers unanimously agree. Moreover, this fact comes after a notable decline in confidence in the global economy between 2022 and 2023 (77 to 18%). Today the signals are green. And the 2024 edition highlights the return of confidence, especially in the Moroccan economy, in the same proportions as that of 2022. According to the data collected, “90% of leaders are confident in economic growth in Morocco in the next twelve months, while only 10% foresee a decline.
Reda Loumany, Managing Territory Partner of PwC in Morocco, will shed more light on this: “Although Moroccan companies have been facing a disrupted economic panorama for several years, their optimism about growth prospects remains, especially thanks to the major projects the country has executed. in the short term, especially in the context of the organization of the Football World Cup in 2030. At PwC in Morocco, we firmly believe that Moroccan leaders appear to be on this path of continuous and sustainable transformation, with an emphasis on a pragmatic approach in which people are central to the process and the technology that serves them. The attitude of Moroccan leaders towards artificial intelligence and climate change perfectly illustrates this pragmatism.
Moreover, over a three-year period, Moroccan managers are almost unanimous: “Confidence in the future is essential when it comes to the growth prospects of their company. 61% say they are extremely confident in the future of their company in the next three years. 41% of them express great confidence this year, a notable improvement compared to 33% last year.
This positive attitude will have an impact on recruitment. In fact, 51% of the sample have planned to increase their workforce by more than 5% in the coming year.
A figure that exceeds the overall average by 12 points, which amounts to 39%. “Many Moroccan companies believe that the next chapter of their growth will be written beyond national borders.
Confidence in the international economic prospects and the desire to accelerate expansion through external growth operations should make it possible to realize this ambition in the very short term,” underlines Jonathan Le Henry, Partner Strategy& (PwC’s strategy consulting entity), Head of Strategy& in the Maghreb.
Furthermore, 76% of managers in Morocco, compared to 81% globally, confirm that “external elements have largely or very largely driven their company to transform the way it creates, delivers or captures value over the past five years.” Moroccan leaders. cite technological changes equally (41%) and also the actions of competitors at 41%, a factor recognized in greater proportions than their foreign counterparts (32%). “But it is at the level of climate change that we observe an underweighted factor in Morocco (12%) compared to the rest of the world (22%),” the study authors note.
The transformation exercise remains complex and subject to significant obstacles. The research shows that “Moroccan leaders, like their foreign colleagues, are hampered in their desire for change by various obstacles, both internal and external, to their organization. More than two-thirds of managers in Morocco say they are to a large or very large extent hindered by at least one factor in the transformation of their company. At the top of the ranking of obstacles to transformation, Moroccan leaders point to the regulatory environment, which is cited at 32%.
The lack of internal skills comes second, followed by the multitude of operational priorities, the lack of technological capacity and access to financing, which is becoming increasingly difficult.