Vision/Objectives

• Combine individual researchers’ expertise to develop joint research agendas and seek complementary external expertise for the purpose of development of research outputs, funding bids, and innovation projects.
• Identify synergies between members’ skills, focus areas, and existing networks to prioritize and encourage teamwork within and across SRUs.

Key Focus Areas

Team Members

Vision/Objectives

The strategic research unit of Decision Sciences and Operations at the Africa Business School integrates three pillars of business and management knowledge-building: Statistics and AI for Business, Operations Research and Operations Management, and Behavioural Decision Making.

The pillars form the foundation of analytical decision-making embracing descriptive, predictive, and prescriptive business analytics. The unit’s core mission is to address complex business challenges in Africa by utilizing a cutting-edge, data-driven, quantitative modelling approach that also incorporates the behavioural aspects of human judgment and decision-making.

Key Focus Areas

Team Members

Vision/Objectives

The E&I SRU aims to advance scientific knowledge, develop innovative solutions, and promote entrepreneurial education, innovation management, and gender inclusivity. Our mission is to foster socio-economic impact by equipping individuals with an entrepreneurial mindset, promoting resilience and innovative thinking, and addressing economic disparities, particularly in the MENA region.

Key Focus Areas

• Tech Innovation and Entrepreneurship
• Growth Mindset
• Performance and Culture
• Entrepreneurial Readiness/Action
• Innovation Readiness/Action

Team Members

Vision/Objectives

• Build and maintain world-class research capabilities that support high-quality, impactful research and innovation projects in Africa and beyond.
• Conduct relevant research in marketing that addresses contemporary challenges and contributes to academic and practical knowledge.
• Develop strategic partnerships with industry stakeholders or leaders to ensure the practical application of research and facilitate knowledge transfer.
• Develop and commercialize innovative research projects that meet emerging market needs.

Key Focus Areas

• Digital transformations in service creation, interactions, and delivery
• Dysfunctional digital consumer behavior
• Customer centricity models in B2B
• Farmer experience journey and customization
• Competitive intelligence and customer knowledge management

Team Members

Vision/Objectives

• Develop and sustain rigorous research capabilities that enable high-quality, impactful knowledge creation, dissemination, and innovation in the field of Organizational Behavior (OB), Leadership, Human Resources Management (HRM), International Management (IM), and Organizational Development (OD).
• Conduct research in the fields of OB, Leadership, HRM, IM, and OD to address current and future challenges of ABS stakeholders, Morocco, and Africa.
• Establish strategic alliances with international academic organizations, the public sector, industry, ABS stakeholders, and corporate leaders to facilitate the development of research efforts and enable the dissemination of knowledge.
• Create, develop, and capitalize on active research that meets the evolving needs of Moroccan and African organizations in OB, Leadership, HRM, IM, and OD.

Key Focus Areas

• Leadership for innovation culture and organizational ambidexterity
• Agents, practices, and dynamics of change implementation
• Systemic approach of the learning organization
• Commitment at work and managerial innovation
• International Management

Team Members

Amine Belemlih

Professor of Management Practice

Karina R. Jensen

Affiliate

Leonardo Liberman

Affiliate

Muhammad Malik

Affiliate

Brent Strickland

Affiliate

Vision/Objectives

The “Strategy” SRU supports the ABS vision by aligning its research with the school’s strategic priorities, such as entrepreneurship, innovation, and sustainability. It focuses on interdisciplinary research to solve real-world problems in corporations, industries, and society.

The “Strategy” SRU fosters partnerships within and outside the school, including international collaborations, to produce diverse and impactful research. It integrates knowledge from various disciplines to enhance strategic insights and addresses both global and local business challenges. The unit aims to bridge the gap between theory and practice, disseminating findings through various channels to maximize impact. It also promotes innovative research that challenges conventional strategic management thinking.

Key Focus Areas

• Sustainability strategy at the core
• Making strategy work & Value network in a digital and AI world
• Globalizing Morocco & Africa

Team Members

Marcio Amaral-Baptista

Professor of Management Practice

Laurent Beduneau-Wang

Assistant Professor

Dirk Boehe

Full Professor

Reda Benkirane

Affiliate

Michel Fender

Affiliate

Jean Staune

Affiliate