Why culture matters in international cooperation
In international trade relationships, cultural expectations often shape how conversations unfold, how quickly decisions are made, and how parties assess one another. Between the Netherlands and Morocco there are clear, but understandable differences that in practice regularly lead to misunderstandings.
Communication: directness versus context
Dutch business communication is known for its directness. Positions are stated explicitly and feedback is often shared openly. This is seen as efficient and transparent.
In Morocco, context plays a greater role. Communication is generally more indirect and relationship-oriented. Preserving harmony and respect carries significant weight, so criticism or rejection is expressed less explicitly.
Recognizable situations
- A Dutch entrepreneur interprets a polite Moroccan response as agreement, while it is mainly intended to keep the conversation pleasant.
- A Moroccan partner experiences Dutch directness as too confrontational, while it is not meant personally.
Decision-making: speed and hierarchy
In the Netherlands, decisions are often made through consultation, with clear deadlines and defined steps. Efficiency and planning are central.
In Morocco, decision-making is more often hierarchical and relationship-based. Decisions are sometimes made later in the process, after trust has been built and internal alignment has taken place.
What this means in practice
- Patience is essential: pushing for a quick decision can backfire.
- Informal conversations and personal meetings help build support for formal decisions.
Trust: contracts and relationships
In Dutch business culture, contracts and documented agreements form the basis of cooperation. Trust is strongly linked to compliance with these agreements.
In Morocco, trust is built primarily through personal relationships and repeated contact. Contracts are important, but are often seen as part of a broader relationship of trust.
Common misunderstandings
- Dutch parties expect a contract to cover all scenarios.
- Moroccan partners place more value on flexibility and mutual understanding in unforeseen situations.
From difference to workable cooperation
Successful cooperation emerges when both parties recognize and respect each other’s starting points. This does not require changing identity, but mutual understanding.
By combining clear communication with relationship investment, and by linking planning to flexibility, a solid foundation for long-term business relationships is created.
The role of MAROQ
MAROQ translates cultural differences into concrete, workable business insights. With knowledge of both markets and cultures, MAROQ helps entrepreneurs prevent misunderstandings and leverage opportunities effectively.
