Strategic expert in private sector and socio-economic development, Sanae El Ouali has over 23 years of experience advising national and international institutions in the design, management, and evaluation of high-impact economic and social programs, integrating innovation-driven approaches to foster inclusive and sustainable growth.
Sanae El Ouali will defend her Executive Doctorate of Business Administration (EDBA) in March 2026 on the theme “Unlocking Creative Entrepreneurship in Fashion and Design: A Multidimensional and Life-Cycle Analysis of Barriers and Success Factors,” under the supervision of Professor Birgit Hagen, University of Pavia, Italy. Her research examines the drivers and barriers shaping creative ventures from conception to commercialization, contributing to a deeper understanding of cultural and creative industries in emerging markets.
Thesis Direction
Prof Hagen Birgit
Thesis Title
An Evaluation of the Drivers and Barriers to Success in Creative Entrepreneurship: A Case Study of Fashion and Design Ventures Death Valley
Abstract
The global cultural and creative sector is valued at over $2.3 trillion and provides 6% of the world’s jobs. In Morocco, the Cultural and Creative Industries (CCI) market is diverse and expanding, holding significant potential for creating jobs and boosting the economy, especially in areas like fashion and design. Despite this growth potential, its economic contribution in Africa, particularly in Morocco, remains very small, making up only 1% of GDP. This gap is especially striking given Africa’s rapidly increasing youth population, which serves as both a cultural influence and an untapped demographic opportunity.
This research examines the factors that influence the success and failure of creative ventures in Morocco’s fashion and design industry, focusing on the journey from idea to market. Using a qualitative approach that combines the GIOIA methodology, Sphinx textual analysis, and the Entrepreneurial Mindset Profile (EMP), the study analyzes 14 semi-structured interviews with creative entrepreneurs and experts to identify key obstacles and drivers of venture development.
Findings show that success depends on the interaction of individual, operational, market, cultural, and ecosystem factors throughout the conception and commercialization stages of the life cycle. A creative entrepreneurial mindset rooted in vision, creativity, and execution forms the foundation of creative readiness, while collaboration between designers and artisans is essential for production viability. Market differentiation depends on marketing and digital storytelling, innovation, and cultural identity, yet institutional fragmentation, informality, and territorial inequalities still obstruct growth.
The research broadens entrepreneurial success factors and life-cycle models to include creative industries, introducing a multidimensional framework that incorporates skills, mindset, operations, markets, institutions, and contextual enablers. It highlights the importance of stage-sensitive, ecosystem-based support programs that combine creative and business training, co-creation platforms, and regional inclusion. These initiatives aim to improve the success and long-term resilience of creative ventures in fashion and design by strengthening the integration of innovation, cultural identity, and entrepreneurial skills.