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Reference no. 470-C10A
Subject category: Entrepreneurship
Published by:
Babson College (2010)
25 January 2010
13 pages
Data source:
Field research
This item is part of a free case collection. For terms & conditions go to


This is the first of a two-case series. Veronica Jaramillo has been a vegetable producer in the Huasco River Valley in the north of Chile since 1993. She founded her company because she wanted to raise her children in a green environment rather than a grey and dusty city. By June 2009 the business had a good relationship with its customers, mainly supermarkets. She could rely on her workers, and the production level was steady. But ironically this stability made Veronica uncomfortable because she had always been motivated by challenge. Her current challenge was to create value for her family, her workers and her community. This case is part of the Babson College free case collection (visit for more information on the collection).


Growth and the emergent process of finding and assessing opportunities; Women''s entrepreneurship; Workers'' motivation; Monetary versus non-monetary compensation; Convergence of economic versus social goals in business; The role of technical / professional skills in entrepreneurship; The issue of remoteness and the role of the network; Funding alternatives and risk aversion

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