In response to the imperative of global market competitiveness in higher education, this study delves into the strategies and policies enacted by Moroccan institutions, with a particular focus on Sultan Moulay Slimane University. Employing a mixed-methods approach, particularly an explanatory sequential design, the research seeks to elucidate how these institutions navigate the delicate balance between market-driven competition and traditional international collaboration. Through content analysis of strategic documents and in-depth interviews with key stakeholders, the study unveils the multifaceted approaches undertaken to bolster collaboration, innovation, sustainability, employability, and institutional excellence. The findings underscore the transformative potential of internationalization, highlighting its role in reshaping university ethos and practices to meet the demands of an interconnected world. The study offers new insights into the mechanisms through which higher education institutions can achieve and maintain high standards of quality, accountability, and continuous improvement, thus contributing to the literature on educational policy and governance.