Moroccan business representatives are increasingly interested in exploring business ventures with U.S. companies. Implementation of the FTA has opened new sectors and attracted a large number of U.S. firms to explore the local market. Nevertheless, there are still many subtle cultural differences that must be overcome to succeed in this market.
A primary difference is the business culture. Many of Morocco’s leading industrialists and businesspersons were educated in Europe. Morocco is a former French protectorate and many of its business practices are based on the French system. The main language used in business discussions is French. Both public and private procurements are predominantly in French with some exceptions.
Moroccans are increasingly interested in doing business with U.S. firms in part because it makes good business sense to diversify. The value of the Euro compared with the U.S. dollar creates opportunities for U.S. firms to engage in new business dialogue. A growing number of young, talented U.S.-educated entrepreneurs returning to Morocco are contributing to an improved receptivity for U.S. firms and U.S. business culture.
Many aspects of Morocco’s rich culture and heritage are absorbed in its business etiquette, and U.S. business representatives should make every effort to understand the subtleties of this important aspect of doing business in Morocco. For example it is always polite to accept an invitation to drink tea or coffee. It is wise to build trust and friendship in order to build the business. That said, businesses should be wary of agreeing or entering into any “informal” business ventures and vet all proposals and document all commitments. Verbal agreements, which are common in Morocco, will not hold up in court.
When planning a business trip to Morocco, consult with a U.S. Commercial Service Trade Specialist and the Commercial Section at the U.S. Consulate General in
Casablanca, Morocco to receive value-added advice, trade leads, contacts, or matchmaking services: http://www.buyusa.gov/morocco/en/
Businesses are open Monday through Friday and sometimes Saturday morning. Most businesses close for lunch from noon to 2:00 p.m., except during the month of Ramadan, when they remain open at mid-day but close earlier in the afternoon. Morocco is a predominantly Muslim country. Thus many local establishments refrain from serving any alcoholic beverages during the holy month of Ramadan. Please check other religious holidays listed under the Business Travel section.