BENBETKA, IbrahimBOUIALI, zakariaMADAGH, Mohamed Cherif (Directeur de thése)2025-10-082025-10-082025-06https://dspace.hec.dz/handle/123456789/1362Abstract This final dissertation analyzes the role of the Algerian Company of Fairs and Exportations (SAFEX) in promoting Algeria’s non-hydrocarbon exports, within an economic context marked by an urgent need for diversification. Adopting a descriptive and analytical approach, the research combines a theoretical framework rooted in major theories of international trade and marketing with an empirical study conducted within SAFEX. The first chapter examines the evolution of global trade and Algeria’s position within it, highlighting the limitations of non-hydrocarbon exports despite recent progress. The second chapter explores international trade fairs as a strategic marketing tool, emphasizing the key success factors such as preparation, cultural adaptation, and managerial competencies. The third chapter presents a case study on Algeria’s participation in the Nouakchott Trade Fair in 2024, identifying the strengths and weaknesses of SAFEX’s support to exporting companies. The study concludes that SAFEX serves as a key driver for the diversification of Algerian exports. However, it recommends strengthening support mechanisms, including better preparation for companies, expanded training services, the establishment of foreign representations, and enhanced institutional coordination.frExportsSAFEXDiversificationInternationalThesis