Abstract:

This article investigates how Chinese enterprises internationalize in Morocco, addressing a gap in research on South–South investment in hybrid emerging markets. Based on semi-structured interviews with seven key actors—including Chinese entrepreneurs, Moroccan consultants, and intermediaries—this qualitative study uses NVivo for thematic analysis, combining horizontal (cross-case) and vertical (within-case) approaches. Together, these methods reveal coexisting internationalization logics: state-driven expansion among SOEs and opportunity-led entry among private firms. Despite differing paths, all actors converge on cultural adaptation, localization, and strategic patience as keys to success. Findings are interpreted through the Uppsala Model and the Eclectic Paradigm (OLI), proposing a hybrid framework better suited to Chinese investment in politically stable, institutionally open African economies. The study also reveals asymmetries in institutional support between Chinese and Moroccan actors and a diversity of entry modes. A key value-added contribution of this study lies in the empirical-theoretical cross-analysis conducted to interpret findings through the lens of established internationalization theories—namely the Uppsala Model and the Eclectic Paradigm (OLI).