OCP: Liberating energy to create sustainable growth
Case Study

OCP: Liberating energy to create sustainable growth

17 pages
November 2022
Reference: IMD-7-2330

The case focuses on the transformation of OCP, a state-owned monopoly that mined and exploited Morocco’s phosphate reserves. By 2021 it had become an organization with a mission to contribute to the sustainability of food security as the custodians of 70% of the world’s phosphate reserves. Phosphate is one of three vital ingredients in fertilizers that are used to grow healthy, drought-resistant plants, and contributes to sustainable agriculture. This is nowhere more urgent than in Africa: sub-Saharan Africa has the world’s fastest-growing population, but an impoverished agricultural system and only one-third of its arable land is cultivated. Helping smallholder farmers to cultivate more land with robust crops could improve the continent’s sustainable agriculture and better feed its population. In 2016 OCP Group’s Chairman, Dr Mostafa Terrab, launched “the Movement,” a vaguely defined initiative to “liberate energy” and develop collective intelligence to build a more purposeful sustainable future. The Movement’s goal was to continue the group’s transformation from a hierarchical phosphate producer to a global, digital and learning organization with a mission to create sustainable growth for everyone. The case describes the Movement’s philosophy, intention and principles: self-organization, an advice process, and collective intelligence based on a shared vision that all people can contribute to the organization and its ecosystem through collaboration. The Movement brings people together to anticipate future challenges and stakeholder expectations and to bring innovative ideas to life. By 2019, the Movement had launched 60 projects involving 9,000 people that have diversified the group’s business activities, enhanced the employee experience, created growth opportunities and community engagement in Morocco and across Africa. Several of these projects have been anchored into the Group and have increased its focus on inclusive business and sustainable development.

Learning Objective
  • How does change occur through movements within ecosystems?
  • What are movements, their pros and cons, and what differentiates them from other change initiatives?
  • What impact can a movement have on cultural transformation?
  • How does the Movement contribute to delivering OCP’s vision: creating sustainable growth for everyone?
  • How can organizations manage both exploitation and exploration and share value and growth with stakeholders and communities
Keywords
Culture, Movement, Energy, Diversity, Equity, Inclusion, Organizational Learning, Development, Motivation, Exploration, Potential, Employee Well-being, Life-changing Experience, Attitude to Change, Doubt, Sponsorship, Leading by Example, Poverty Elimination, Hunger Elimination, Good Health, Well-being, Quality Education, Gender Equality
Settings
Africa, Morocco
OCP Africa, Manufacturing, Chemicals
2016-2021
Type
Field Research
Copyright
© 2022
Language
English
Related material
Teaching note
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics