Dear Colleagues, 

I recently published a new International Marketing case set in the emerging economy of Morocco.  

The case title is ‘DEI and Brand Marketing of a Women’s Off-Road Rally in Morocco’s Sahara Desert.’ An abstract appears below. 

In addition to its Marketing focus, the case addresses gender and gender identity of women participants as a basis for segmentation and brand image development of the Rally. The Teaching Note suggests how to teach nuances of national DEI policies and expectations among Rally participants who come from a wide range of countries. 

To access a free inspection copy of the case and teaching note, register as ‘faculty’ and log in to the website https://wdi-publishing.com/product/dei-and-womens-rally-morocco/  Copies can be purchased directly on the website. 

Lyn 

Lyn S. Amine, PhD 

Professor Emerita of Marketing and International Business 

Saint Louis University 

[log in to unmask] 

Abstract: ‘DEI and Brand Marketing of a Women’s Off-Road Rally in Morocco’s Sahara Desert’ 

Lyn S. Amine 

The sports events agency Maïenga, owned by two French women, operates off-road motor rallies in the Sahara Desert of Morocco. Its flagship event, the annual ‘Rallye Aïcha des Gazelles du Maroc,’ is the foundation on which Maïenga has built its reputation for being a socially and environmentally responsible company operating in a fragile desert ecosystem. Maïenga’s unique brand image centers around Rallye Aïcha participants, who are known as Gazelles, ‘a tribe of modern women’ willing to push themselves to the limit in a challenging physical environment. 

Students examine the intersection of key marketing decisions (segmentation, targeting, positioning, company reputation, brand management, and promotion) with considerations about DEI, corporate charitable operations, and the critical need for environmental protection and responsibility in the locations of Maïenga’s rallies. A key issue is whether segmentation based on gender (women) is exclusionary or justified by Maïenga’s celebrated Gazelle brand image and its operation as a French company. Students must determine how this positioning might affect the agency’s corporate image and options for growth.