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Women Entrepreneurs in the Eastern Region of Morocco

Despite the various reforms undertaken by the state, women entrepreneurship in Morocco barely constitutes 10% of all businesses in the country whereas the average in the rest of Africa is of 24%. Based on these figures, this chapter seeks to study the evolution and characteristics of female entrepreneurship in Morocco. It examines the motivation behind an entrepreneurial project as well as the environment around it and the struggle to adjust to a male-dominated ecosystem. By exploring a few examples from the eastern region of the country, the study shows that entrepreneurship in Morocco is mainly urban, non-innovative, and merely of a subsistent nature. Indeed, women entrepreneurs, mostly in socially conservative regions (as is the case of the region under study), show a great adaptability to their socio-economic context. While enhancing their leadership skills, autonomy, and self-confidence, the business models adopted by women entrepreneurs focus on their own well-being and that of their families and community. Therefore, the indicators of success are not the usual business and profit growth, but financial autonomy coupled with family responsibility and well-being.