Research and teaching | INCAE

Research and teaching

The teaching cases are developed by members of the INCAE Business School Faculty to be used in entrepreneurship sessions with various areas of study, such as strategy, finance, marketing, operations, technology management, administration and organizations. The enterprises that are part of the library are based on Latin American experiences, which show the challenges of undertaking in contexts with limited access to resources.

Teaching Cases

Everybody)
Ecofiltro: The Company Seeking to Provide Drinking Water in Guatemala

Andrea Prado, Beatriz Avalos

SIFAIS is a social enterprise, which focuses on offering spaces to communities within contexts of scarce socio-economic opportunities, through music, art and sports in the marginal urban neighborhood of La Carpio in San José, capital of Costa Rica. SIFAIS was preparing to grow as a model center in the country. Maris Stella Fernandez and Alicia Aviles, co-founders and social entrepreneurs, a Costa Rican and another of Nicaraguan origin, lead to a meeting with a donor to take the next big step in their endeavor, in order to achieve a capital contribution of more than Half a million dollars.

Collection

Strachan Chair of Philanthropy and Social Investment

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Organizations
Productive social entrepreneurship through music and art. "Sifais 2.0: Towards a replicable entrepreneurial model"

Ryan Schill, Gustavo Jimenez

SIFAIS is a social company, which has been focused for more than 6 years, on offering spaces for personal and community growth within marginal socio-economic contexts, through music, art and sports in the Barrio La Carpio in San José capital of Costa Rica . SIFAIS was preparing to grow as a model center in the country. Maris Stella Fernández and Manuel Zúñiga, president and member of the board of directors discuss the future and expansion of SIFAIS as a model of productive social entrepreneurship that can be replicated at the local level. SIFAIS is in a phase of substantial progress, the debate focuses on whether or not it is time to expand given its financial situation and as a model. The decision is key for the organization in this phase.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Organizations
Music with an entrepreneurial soul. "Sifais a social enterprise. Looking for financial and organizational sustainability"

Ryan Schill, Gustavo Jimenez

SIFAIS is a social enterprise, which focuses on offering spaces to communities within contexts of scarce socio-economic opportunities, through music, art and sports in the marginal urban neighborhood of La Carpio in San José, capital of Costa Rica. SIFAIS was preparing to grow as a model center in the country. Maris Stella Fernandez and Alicia Aviles, co-founders and social entrepreneurs, a Costa Rican and another of Nicaraguan origin, lead to a meeting with a donor to take the next big step in their endeavor, in order to achieve a capital contribution of more than Half a million dollars.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Organizations
Unleash ImmunoOncolytics

Santiago Kraiselburd, Priscilla Rodriguez

Unleash lmmuno Oncolytics is a biotechnology startup that seeks to develop oncolytic viruses for the treatment of cancer. The company was founded by Daniel Katzman, an Argentine entrepreneur with extensive experience in the biotechnology industry. Unleash is challenged to transport its temperature-sensitive virus to different regions of the world.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Operations
Gopato: Tailoring your personal assistant

John Ickis, Jose Lopez

GoPato is a web based personal assistant and delivery service, established in 2015 in Costa Rica. The company's customer base is steadily growing, and has gone through two successful funding rounds, but the operation is not yet profitable. The two co-founders have different ideas of the strategy they should pursue to obtain the aggressive growth they need to reach profitability. In this case, students must put themselves in the role of the founders, and debate the merits of the strategies.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Strategy
Biotor Labs

Niels Ketelhohn, Emiliano Alzate

Biotor Labs is a company dedicated to the production and sales of biological control products for agriculture. The company imports the raw material (Trichoderma Asperellum and Pochonia Chlamydosporia mushrooms) from a research center in Cuba, and reproduces them in its laboratories in Nicaragua. Its client and sole distributor, Agricenter, is a Costa Rican company that has just been acquired by the multinational AMVAC. The case begins when the protagonist, Luis Torrez, is summoned to a meeting in California to discuss the future of his business and the relationship he will have with the new distributor. The case serves to discuss the benefits of different forms of strategic alliances, and the discussion becomes more interesting in light of the trade restrictions between the US and Cuba.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Strategy
58 cacao: Entrepreneurs passionate about Venezuelan artisan chocolate

Juan Pablo Fernandez, Marcela Vellojin

Sisters Adriana and Teresa Pino partner with graphic designer Sandra Boesi to create in 2015 a venture called + 58Cacao, in which they make chocolate bars with Venezuelan cocoa. The difficult economic situation in Venezuela that occurred since 2014 leads them to seek employment alternatives that provide additional income for their daily professions. The creation of this venture is not an easy task, considering that none of them knew anything about processing chocolate or how to start a business from scratch. However, with adequate training, contact networks with master chocolatiers, passion, creative mind and resilience, they are dedicated to creating bars with chocolate proposals with distinctive flavors, which leads them to commercialize their products in the local market and gradually gain the predilection. of demanding palates inside and outside the country.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Strategy
Brumas del Zurquí: special coffee from Costa Rica to the world

Wendy Alfaro, Marcela Vellojin

Brumas del Zurquí is a small company dedicated to the production, processing and export of specialty coffee. It has more than 100 years of experience in cultivation, but in the last 10 years it has taken a turn towards specializing in high quality coffee. Juan Ramón Alvarado, agronomist, and owner of the company has distinguished himself by his work in the selection of varieties of specialty coffees such as Geisha, Borbón and SL28 that are commercialized locally, and that have been successfully positioned in the main international markets (mainly Asians). The main producing farms, the mill and the coffee laboratory are located in San Isidro de Heredia.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Strategy
Enjoy: "Getting the juice out of innovation"

Ryan Schill, Hector Gonzalez

Enjoy is the main chain of toy stores in Peru. The case details the history of entrepreneurs since their inception and describes describes some of the most important decisions in terms of customer experience, operational efficiency and innovation for the success of the company. The case is located in 2017, when entrepreneurs meditate on the strategy they must follow for their expansion and consolidation.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Strategy
Hielo Cristal: Transforming the ice market in Costa Rica

Ryan Schill, Allan Martinez, Natalia Chaves

Hielo Cristal was a cubed ice producer and marketer that transformed the market in Costa Rica. After a period of growth and expansion, it faced a stage of stagnation and low profitability. The high cost of distribution undermined profitability and the company had not been able to diversify its portfolio towards products with higher added value than ice. The partners of Hielo Cristal had to define the course that the company would take in the years to come with the purpose of increasing profits and that the business that they had cost so much to build would have a bright future.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Strategy
The popsicles that energized the ice cream market in Costa Rica

Ryan Schill, Allan Martinez, Natalia Chaves

After the Paleteros overcame the problem of supplying the demand, opening stores under franchise mode, their own stores and acquiring industrial equipment. Now they had a plant with unused capacity, and an industry that had become quite competitive. The entrepreneurial friends were looking for growth alternatives to continue their expansion.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Strategy
Tutorez, crossing in death valley

Emiliano alzate

Tutorez is a "startup" based on an internet platform that connects parents interested in academic tutoring for their children, with independent academic tutors. The business model is to charge tutors a commission for each hour sold through the platform. The case takes place in the midst of the situation faced by the directors of Tutorez, Alejandro Carbonell and Alejandra Lizarazu, who must deploy a strategy to improve the company's financial results quickly; since they have been operating at a loss and the survival of the company is threatened. The case serves to exercise marketing decision-making through research and quantitative analysis; as well as presenting the growth process of a Startup in its quest to survive or cross the valley of death.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Marketing
Garyth SA, "Feel the chocolate"

Ryan Schill, Luis Chandi

Company dedicated to the production of Fine Aroma Cacao for export, located in the Province of Santo Domingo de los Tsáchilas, 120 km from Quito, the capital of Ecuador. José Cedeño, Agricultural Engineer and young businessman creator of the family business of agricultural export production, attended an Ecuadorian Chocolate fair near the capital with the aim of publicizing his product with added value "Dark Chocolate" , the only one with a designation of origin. He had several ideas in his mind, one of them how to position his product against the competition in the national and international market.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Marketing
Beards and mustaches of Costa Rica: natural products and special services for bearded men

Wendy Alfaro, Marcela Vellojin

Barbas y Mustaches de Costa Rica is an undertaking that was born in 2014 with the aim of providing products and services for the care and maintenance of the aesthetics of the "bearded" of the country. Initially it was positioned with the sale of natural products such as exfoliating soap, moisturizing oil, beard shampoo, volcanic clay as a facial mask, fixing cream, shaving cream, growth stimulating tonic.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Marketing
Hello Cupcakes: A Sweet Definition of Success

Alejandro Roblero, Marcela Vellojin

Hi! Cupcakes is a boutique company, creator of cakes, cupcakes and sweets of the highest quality and creativity, based in Costa Rica. Daniela, its owner and creator, is a highly empathetic, innovative and creative entrepreneur who has made the sweet dreams of hundreds of clients come true for almost ten years. However, situations and new personal priorities lead her to make a decision about the management style and size of her beloved brand.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
CloudBiz: An alternative solution for SMEs

Allan Martinez, Natalia Chaves

Startup that is dedicated to the design and implementation of ERP's, a Honduran venture executed by 3 brothers who seek growth with their company, however they face various challenges, from the little adoption of technology in their country of origin, such as the search for financing for carry out your project.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
Great (Case A)

Ryan Schill, Allan Martinez, Natalia Chaves

Company dedicated to the frozen food industry, after several years developing the category in supermarkets they decided to diversify and venture into refrigerated foods in convenience stores. Thanks to a strategic alliance with a partner, they obtained funds and an important client, however the negotiation did not turn out as expected.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
Great (Case B)

Ryan Schill, Allan Martinez, Natalia Chaves

After overcoming obstacles with the strategic partner, the Vargas brothers want to continue growing, but they do not know which way to go. Different alternatives were being evaluated, including increasing participation in current markets, searching for new markets in the country under a strategic alliance, or internationalization.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
Hotel Antigua Comayagua

Allan Martinez, Natalia Chaves

The Hotel Antigua Comayagua, located in the city of the same name, faced the political crisis in Honduras in 2009 at the time of its foray into the hotel market. Despite the adversities, the family business managed to reach equilibrium and its average occupancy began to increase, to the point that the hotel's capacity became insufficient. Therefore, for 2017 the manager was considering an expansion project, but precisely at that moment a new political crisis broke out in Honduras, which added complexity and uncertainty to the investment decision.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
Comayagua Private Institute

Allan Martinez, Natalia Chaves

A reform of the Honduran educational system threatened the Comayagua Private Institute. The restructuring of the school system would put 33% of the business income at risk. Jesús Martínez will have to decide how to act to guarantee the continuity of the venture that he had founded with so much effort 40 years ago.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
La Fondue: An Entrepreneur in a Male-Dominated Guild

Ryan Schill, Allan Martinez, Natalia Chaves

Adriana Ballestero, owner of La Fondue, had had to deal with more obstacles than she had imagined when she began her adventure as an entrepreneur. Apart from the legal conflicts she had had with her former partner - which had not yet been resolved - the businesswoman faced a union dominated by men, in which the female leadership figure was not respected. This gender bias had caused her many problems with the business staff, generating staff turnover that had become unsustainable. High turnover led to poor customer service, which had been reflected in sales and led to an economic crisis for the last two years. Ballestero had to provide a prompt solution to the problem, because although she continued to believe in the project, she was beginning to lose her illusions and her dream of being an entrepreneur had become an economic and emotional burden. The entrepreneur was considering various alternatives, from closing operations to offering the executive chef to be her partner in the venture.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
La Fondue: The Story of an Entrepreneur Passionate About Swiss Gastronomy

Ryan Schill, Allan Martinez, Natalia Chaves

Adriana Ballestero, decided to transform her passion for Swiss gastronomy into a gourmet restaurant. After several failed attempts, Ballestero begins her adventure as an entrepreneur supported by a strategic partner. However, friction between partners generated legal conflicts that put the continuity of the company at risk.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
Pure Life: Adventure Therapy in the Desert

Ryan Schill, Piero Chirinos, Felipe Molina

Andrew faces many obstacles to consolidate his adventure tourism operation, this case details some of the functional areas of the company and the challenges he needs to overcome, additionally it details alternatives that Andrew has to select to grow his business.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
Adroliv SA "From success to failure? Case A

Ryan Schill, Luis Chandi

Mateo Armando Quito, young creative and founding partner of an advertising agency dedicated to carrying out advertising campaigns in Ecuador, who had won several national and international awards with the campaign that the Government of Ecuador had launched in 2014 “All you need is Ecuador ”, He waited alone in the boardroom for his partners for the quarterly meeting of the Shareholders' Meeting, which was convened to determine the future of the company. He had in his mind all the awards they had won and the great income they had had since 2007; however, the company was in a very difficult financial situation. So much so, that they had not been able to pay the salaries of their collaborators in the last three months.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
Adroliv SA. "From failure to success?" case B

Ryan Schill, Luis Chandi

Mateo Armando Quito and the ADROLIV partners had decided to declare the company bankrupt by October 2015. Every month that the company was in operation meant an outlay in expenses for salaries, rent and basic services. The company had an uncertain future Mateo did not know what to do, the uncertainty was very great and Mateo had health problems due to excessive stress, fell ill and had to be hospitalized for a week. Mateo was concerned about the uncertain situation because in June 2015 he had just had his first child and had important debts that he had to pay and he did not know how he was going to do it. Mateo wondered how to pay my debts? And especially after feeling the responsibility of having a child, what legacy and example will I give my son?

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to Document]

Administration
Butterfly kingdom

Ryan Schill, Allan Martinez, Natalia Chaves

Company composed of two business units, export and butterfly exhibition. Founded by enterprising women and with a concept of corporate social responsibility. They face regulatory and legal changes that put the business continuity of the export business at risk. On the other hand, the exhibition business has not been as successful as expected, and there is little time to make a decision about its future.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Finance
Comayagua Bilingual School - venturing into new market segments

Ryan Schill, Allan Martinez, Natalia Chaves

In response to the reform of the Honduran educational system, the Martínez family decides to enter a new market niche. The new venture exceeded all growth expectations, so it was necessary to inject capital to meet the demand. Would this be a peak demand as a result of the novelty, which would tend to fall? Would the required investment be worth it?

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Finance
Costa Rica Beer Factory: The artisan beer in Costa Rica

Santiago Hernandez, Marcela Vellojin

Family business with accelerated growth between 2013 and 2017. CRBF joins the world trend of pubs and craft beer breweries with a totally innovative proposal in terms of a variety of beers, deep knowledge of the world of beer, cozy restaurant environments and different and a menu that mostly integrates beer in its recipes. It was recently subjected to a transformation process when it had the opportunity to be sold to a large corporation.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Finance
Vital Station

Jose Torres, Nicolas Marin, Andrea Prado, Ryan Schill

Vital Station was a company dedicated to offering free preventive health orientations through three stations or "kiosks" in two shopping centers in Managua, the capital of Nicaragua, and it was preparing to expand to the rest of the country. Marcos Lacayo, a young Nicaraguan businessman, creator and promoter of a project in the health sector, Estación Vital, was driving to a restaurant to meet with Central American investors in order to define the massive expansion of his project.

Collection

Central American Healthcare Initiative

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Technology Management
Laboratories

Ryan Schill, Hector Gonzalez

Laboratoria is a social training program in web development, which seeks to give young Latin American women with limited resources a career in the technology sector. The case details the history of the entrepreneurs from their beginnings in Peru until 2017, when the protagonists meditate on the strategy they must follow to achieve the aggressive goal of inserting 10 web developers in Latin America by 2021.

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Technology Management
Greencloud: Entrepreneurship with environmental commitment

Ryan Schill, Wendy Alfaro

GreenCloud® is a web platform that provides Organizational Carbon Neutral services. It is designed so that organizations and their users can implement a tailored strategy, with immediate access and mainly easy to use. Juan de Oliva, CEO and founder of the company, has defined a new challenge: to position GreenCloud® on the global stage. To achieve this, it is looking for a partner willing to invest to expand consultative and commercial operations. "

Collection

René Morales Carazo Chair of Entrepreneurship

[Go to document]

Technology Management
    Organizations
    Ecofiltro: The Company Seeking to Provide Drinking Water in Guatemala

    Andrea Prado, Beatriz Avalos

    SIFAIS is a social enterprise, which focuses on offering spaces to communities within contexts of scarce socio-economic opportunities, through music, art and sports in the marginal urban neighborhood of La Carpio in San José, capital of Costa Rica. SIFAIS was preparing to grow as a model center in the country. Maris Stella Fernandez and Alicia Aviles, co-founders and social entrepreneurs, a Costa Rican and another of Nicaraguan origin, lead to a meeting with a donor to take the next big step in their endeavor, in order to achieve a capital contribution of more than Half a million dollars.

    Collection

    Strachan Chair of Philanthropy and Social Investment

    René Morales Carazo Chair of Entrepreneurship

    [Go to document]

    Organizations
    Productive social entrepreneurship through music and art. "Sifais 2.0: Towards a replicable entrepreneurial model"

    Ryan Schill, Gustavo Jimenez

    SIFAIS is a social company, which has been focused for more than 6 years, on offering spaces for personal and community growth within marginal socio-economic contexts, through music, art and sports in the Barrio La Carpio in San José capital of Costa Rica . SIFAIS was preparing to grow as a model center in the country. Maris Stella Fernández and Manuel Zúñiga, president and member of the board of directors discuss the future and expansion of SIFAIS as a model of productive social entrepreneurship that can be replicated at the local level. SIFAIS is in a phase of substantial progress, the debate focuses on whether or not it is time to expand given its financial situation and as a model. The decision is key for the organization in this phase.

    Collection

    René Morales Carazo Chair of Entrepreneurship

    [Go to document]

    Organizations
    Music with an entrepreneurial soul. "Sifais a social enterprise. Looking for financial and organizational sustainability"

    Ryan Schill, Gustavo Jimenez

    SIFAIS is a social enterprise, which focuses on offering spaces to communities within contexts of scarce socio-economic opportunities, through music, art and sports in the marginal urban neighborhood of La Carpio in San José, capital of Costa Rica. SIFAIS was preparing to grow as a model center in the country. Maris Stella Fernandez and Alicia Aviles, co-founders and social entrepreneurs, a Costa Rican and another of Nicaraguan origin, lead to a meeting with a donor to take the next big step in their endeavor, in order to achieve a capital contribution of more than Half a million dollars.

    Collection

    René Morales Carazo Chair of Entrepreneurship

    [Go to document]

    Organizations
      Operations
      Unleash ImmunoOncolytics

      Santiago Kraiselburd, Priscilla Rodriguez

      Unleash lmmuno Oncolytics is a biotechnology startup that seeks to develop oncolytic viruses for the treatment of cancer. The company was founded by Daniel Katzman, an Argentine entrepreneur with extensive experience in the biotechnology industry. Unleash is challenged to transport its temperature-sensitive virus to different regions of the world.

      Collection

      René Morales Carazo Chair of Entrepreneurship

      [Go to document]

      Operations
        Strategy
        Gopato: Tailoring your personal assistant

        John Ickis, Jose Lopez

        GoPato is a web based personal assistant and delivery service, established in 2015 in Costa Rica. The company's customer base is steadily growing, and has gone through two successful funding rounds, but the operation is not yet profitable. The two co-founders have different ideas of the strategy they should pursue to obtain the aggressive growth they need to reach profitability. In this case, students must put themselves in the role of the founders, and debate the merits of the strategies.

        Collection

        René Morales Carazo Chair of Entrepreneurship

        [Go to document]

        Strategy
        Biotor Labs

        Niels Ketelhohn, Emiliano Alzate

        Biotor Labs is a company dedicated to the production and sales of biological control products for agriculture. The company imports the raw material (Trichoderma Asperellum and Pochonia Chlamydosporia mushrooms) from a research center in Cuba, and reproduces them in its laboratories in Nicaragua. Its client and sole distributor, Agricenter, is a Costa Rican company that has just been acquired by the multinational AMVAC. The case begins when the protagonist, Luis Torrez, is summoned to a meeting in California to discuss the future of his business and the relationship he will have with the new distributor. The case serves to discuss the benefits of different forms of strategic alliances, and the discussion becomes more interesting in light of the trade restrictions between the US and Cuba.

        Collection

        René Morales Carazo Chair of Entrepreneurship

        [Go to document]

        Strategy
        58 cacao: Entrepreneurs passionate about Venezuelan artisan chocolate

        Juan Pablo Fernandez, Marcela Vellojin

        Sisters Adriana and Teresa Pino partner with graphic designer Sandra Boesi to create in 2015 a venture called + 58Cacao, in which they make chocolate bars with Venezuelan cocoa. The difficult economic situation in Venezuela that occurred since 2014 leads them to seek employment alternatives that provide additional income for their daily professions. The creation of this venture is not an easy task, considering that none of them knew anything about processing chocolate or how to start a business from scratch. However, with adequate training, contact networks with master chocolatiers, passion, creative mind and resilience, they are dedicated to creating bars with chocolate proposals with distinctive flavors, which leads them to commercialize their products in the local market and gradually gain the predilection. of demanding palates inside and outside the country.

        Collection

        René Morales Carazo Chair of Entrepreneurship

        [Go to document]

        Strategy
        Brumas del Zurquí: special coffee from Costa Rica to the world

        Wendy Alfaro, Marcela Vellojin

        Brumas del Zurquí is a small company dedicated to the production, processing and export of specialty coffee. It has more than 100 years of experience in cultivation, but in the last 10 years it has taken a turn towards specializing in high quality coffee. Juan Ramón Alvarado, agronomist, and owner of the company has distinguished himself by his work in the selection of varieties of specialty coffees such as Geisha, Borbón and SL28 that are commercialized locally, and that have been successfully positioned in the main international markets (mainly Asians). The main producing farms, the mill and the coffee laboratory are located in San Isidro de Heredia.

        Collection

        René Morales Carazo Chair of Entrepreneurship

        [Go to document]

        Strategy
        Enjoy: "Getting the juice out of innovation"

        Ryan Schill, Hector Gonzalez

        Enjoy is the main chain of toy stores in Peru. The case details the history of entrepreneurs since their inception and describes describes some of the most important decisions in terms of customer experience, operational efficiency and innovation for the success of the company. The case is located in 2017, when entrepreneurs meditate on the strategy they must follow for their expansion and consolidation.

        Collection

        René Morales Carazo Chair of Entrepreneurship

        [Go to document]

        Strategy
        Hielo Cristal: Transforming the ice market in Costa Rica

        Ryan Schill, Allan Martinez, Natalia Chaves

        Hielo Cristal was a cubed ice producer and marketer that transformed the market in Costa Rica. After a period of growth and expansion, it faced a stage of stagnation and low profitability. The high cost of distribution undermined profitability and the company had not been able to diversify its portfolio towards products with higher added value than ice. The partners of Hielo Cristal had to define the course that the company would take in the years to come with the purpose of increasing profits and that the business that they had cost so much to build would have a bright future.

        Collection

        René Morales Carazo Chair of Entrepreneurship

        [Go to document]

        Strategy
        The popsicles that energized the ice cream market in Costa Rica

        Ryan Schill, Allan Martinez, Natalia Chaves

        After the Paleteros overcame the problem of supplying the demand, opening stores under franchise mode, their own stores and acquiring industrial equipment. Now they had a plant with unused capacity, and an industry that had become quite competitive. The entrepreneurial friends were looking for growth alternatives to continue their expansion.

        Collection

        René Morales Carazo Chair of Entrepreneurship

        [Go to document]

        Strategy
          Marketing
          Tutorez, crossing in death valley

          Emiliano alzate

          Tutorez is a "startup" based on an internet platform that connects parents interested in academic tutoring for their children, with independent academic tutors. The business model is to charge tutors a commission for each hour sold through the platform. The case takes place in the midst of the situation faced by the directors of Tutorez, Alejandro Carbonell and Alejandra Lizarazu, who must deploy a strategy to improve the company's financial results quickly; since they have been operating at a loss and the survival of the company is threatened. The case serves to exercise marketing decision-making through research and quantitative analysis; as well as presenting the growth process of a Startup in its quest to survive or cross the valley of death.

          Collection

          René Morales Carazo Chair of Entrepreneurship

          [Go to document]

          Marketing
          Garyth SA, "Feel the chocolate"

          Ryan Schill, Luis Chandi

          Company dedicated to the production of Fine Aroma Cacao for export, located in the Province of Santo Domingo de los Tsáchilas, 120 km from Quito, the capital of Ecuador. José Cedeño, Agricultural Engineer and young businessman creator of the family business of agricultural export production, attended an Ecuadorian Chocolate fair near the capital with the aim of publicizing his product with added value "Dark Chocolate" , the only one with a designation of origin. He had several ideas in his mind, one of them how to position his product against the competition in the national and international market.

          Collection

          René Morales Carazo Chair of Entrepreneurship

          [Go to document]

          Marketing
          Beards and mustaches of Costa Rica: natural products and special services for bearded men

          Wendy Alfaro, Marcela Vellojin

          Barbas y Mustaches de Costa Rica is an undertaking that was born in 2014 with the aim of providing products and services for the care and maintenance of the aesthetics of the "bearded" of the country. Initially it was positioned with the sale of natural products such as exfoliating soap, moisturizing oil, beard shampoo, volcanic clay as a facial mask, fixing cream, shaving cream, growth stimulating tonic.

          Collection

          René Morales Carazo Chair of Entrepreneurship

          [Go to document]

          Marketing
            Administration
            Hello Cupcakes: A Sweet Definition of Success

            Alejandro Roblero, Marcela Vellojin

            Hi! Cupcakes is a boutique company, creator of cakes, cupcakes and sweets of the highest quality and creativity, based in Costa Rica. Daniela, its owner and creator, is a highly empathetic, innovative and creative entrepreneur who has made the sweet dreams of hundreds of clients come true for almost ten years. However, situations and new personal priorities lead her to make a decision about the management style and size of her beloved brand.

            Collection

            René Morales Carazo Chair of Entrepreneurship

            [Go to Document]

            Administration
            CloudBiz: An alternative solution for SMEs

            Allan Martinez, Natalia Chaves

            Startup that is dedicated to the design and implementation of ERP's, a Honduran venture executed by 3 brothers who seek growth with their company, however they face various challenges, from the little adoption of technology in their country of origin, such as the search for financing for carry out your project.

            Collection

            René Morales Carazo Chair of Entrepreneurship

            [Go to Document]

            Administration
            Great (Case A)

            Ryan Schill, Allan Martinez, Natalia Chaves

            Company dedicated to the frozen food industry, after several years developing the category in supermarkets they decided to diversify and venture into refrigerated foods in convenience stores. Thanks to a strategic alliance with a partner, they obtained funds and an important client, however the negotiation did not turn out as expected.

            Collection

            René Morales Carazo Chair of Entrepreneurship

            [Go to Document]

            Administration
            Great (Case B)

            Ryan Schill, Allan Martinez, Natalia Chaves

            After overcoming obstacles with the strategic partner, the Vargas brothers want to continue growing, but they do not know which way to go. Different alternatives were being evaluated, including increasing participation in current markets, searching for new markets in the country under a strategic alliance, or internationalization.

            Collection

            René Morales Carazo Chair of Entrepreneurship

            [Go to Document]

            Administration
            Hotel Antigua Comayagua

            Allan Martinez, Natalia Chaves

            The Hotel Antigua Comayagua, located in the city of the same name, faced the political crisis in Honduras in 2009 at the time of its foray into the hotel market. Despite the adversities, the family business managed to reach equilibrium and its average occupancy began to increase, to the point that the hotel's capacity became insufficient. Therefore, for 2017 the manager was considering an expansion project, but precisely at that moment a new political crisis broke out in Honduras, which added complexity and uncertainty to the investment decision.

            Collection

            René Morales Carazo Chair of Entrepreneurship

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            Administration
            Comayagua Private Institute

            Allan Martinez, Natalia Chaves

            A reform of the Honduran educational system threatened the Comayagua Private Institute. The restructuring of the school system would put 33% of the business income at risk. Jesús Martínez will have to decide how to act to guarantee the continuity of the venture that he had founded with so much effort 40 years ago.

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            René Morales Carazo Chair of Entrepreneurship

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            Administration
            La Fondue: An Entrepreneur in a Male-Dominated Guild

            Ryan Schill, Allan Martinez, Natalia Chaves

            Adriana Ballestero, owner of La Fondue, had had to deal with more obstacles than she had imagined when she began her adventure as an entrepreneur. Apart from the legal conflicts she had had with her former partner - which had not yet been resolved - the businesswoman faced a union dominated by men, in which the female leadership figure was not respected. This gender bias had caused her many problems with the business staff, generating staff turnover that had become unsustainable. High turnover led to poor customer service, which had been reflected in sales and led to an economic crisis for the last two years. Ballestero had to provide a prompt solution to the problem, because although she continued to believe in the project, she was beginning to lose her illusions and her dream of being an entrepreneur had become an economic and emotional burden. The entrepreneur was considering various alternatives, from closing operations to offering the executive chef to be her partner in the venture.

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            René Morales Carazo Chair of Entrepreneurship

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            Administration
            La Fondue: The Story of an Entrepreneur Passionate About Swiss Gastronomy

            Ryan Schill, Allan Martinez, Natalia Chaves

            Adriana Ballestero, decided to transform her passion for Swiss gastronomy into a gourmet restaurant. After several failed attempts, Ballestero begins her adventure as an entrepreneur supported by a strategic partner. However, friction between partners generated legal conflicts that put the continuity of the company at risk.

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            René Morales Carazo Chair of Entrepreneurship

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            Administration
            Pure Life: Adventure Therapy in the Desert

            Ryan Schill, Piero Chirinos, Felipe Molina

            Andrew faces many obstacles to consolidate his adventure tourism operation, this case details some of the functional areas of the company and the challenges he needs to overcome, additionally it details alternatives that Andrew has to select to grow his business.

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            René Morales Carazo Chair of Entrepreneurship

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            Administration
            Adroliv SA "From success to failure? Case A

            Ryan Schill, Luis Chandi

            Mateo Armando Quito, young creative and founding partner of an advertising agency dedicated to carrying out advertising campaigns in Ecuador, who had won several national and international awards with the campaign that the Government of Ecuador had launched in 2014 “All you need is Ecuador ”, He waited alone in the boardroom for his partners for the quarterly meeting of the Shareholders' Meeting, which was convened to determine the future of the company. He had in his mind all the awards they had won and the great income they had had since 2007; however, the company was in a very difficult financial situation. So much so, that they had not been able to pay the salaries of their collaborators in the last three months.

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            René Morales Carazo Chair of Entrepreneurship

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            Administration
            Adroliv SA. "From failure to success?" case B

            Ryan Schill, Luis Chandi

            Mateo Armando Quito and the ADROLIV partners had decided to declare the company bankrupt by October 2015. Every month that the company was in operation meant an outlay in expenses for salaries, rent and basic services. The company had an uncertain future Mateo did not know what to do, the uncertainty was very great and Mateo had health problems due to excessive stress, fell ill and had to be hospitalized for a week. Mateo was concerned about the uncertain situation because in June 2015 he had just had his first child and had important debts that he had to pay and he did not know how he was going to do it. Mateo wondered how to pay my debts? And especially after feeling the responsibility of having a child, what legacy and example will I give my son?

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            René Morales Carazo Chair of Entrepreneurship

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            Administration
              Finance
              Butterfly kingdom

              Ryan Schill, Allan Martinez, Natalia Chaves

              Company composed of two business units, export and butterfly exhibition. Founded by enterprising women and with a concept of corporate social responsibility. They face regulatory and legal changes that put the business continuity of the export business at risk. On the other hand, the exhibition business has not been as successful as expected, and there is little time to make a decision about its future.

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              René Morales Carazo Chair of Entrepreneurship

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              Finance
              Comayagua Bilingual School - venturing into new market segments

              Ryan Schill, Allan Martinez, Natalia Chaves

              In response to the reform of the Honduran educational system, the Martínez family decides to enter a new market niche. The new venture exceeded all growth expectations, so it was necessary to inject capital to meet the demand. Would this be a peak demand as a result of the novelty, which would tend to fall? Would the required investment be worth it?

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              René Morales Carazo Chair of Entrepreneurship

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              Finance
              Costa Rica Beer Factory: The artisan beer in Costa Rica

              Santiago Hernandez, Marcela Vellojin

              Family business with accelerated growth between 2013 and 2017. CRBF joins the world trend of pubs and craft beer breweries with a totally innovative proposal in terms of a variety of beers, deep knowledge of the world of beer, cozy restaurant environments and different and a menu that mostly integrates beer in its recipes. It was recently subjected to a transformation process when it had the opportunity to be sold to a large corporation.

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              René Morales Carazo Chair of Entrepreneurship

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              Finance
                Technology Management
                Vital Station

                Jose Torres, Nicolas Marin, Andrea Prado, Ryan Schill

                Vital Station was a company dedicated to offering free preventive health orientations through three stations or "kiosks" in two shopping centers in Managua, the capital of Nicaragua, and it was preparing to expand to the rest of the country. Marcos Lacayo, a young Nicaraguan businessman, creator and promoter of a project in the health sector, Estación Vital, was driving to a restaurant to meet with Central American investors in order to define the massive expansion of his project.

                Collection

                Central American Healthcare Initiative

                René Morales Carazo Chair of Entrepreneurship

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                Technology Management
                Laboratories

                Ryan Schill, Hector Gonzalez

                Laboratoria is a social training program in web development, which seeks to give young Latin American women with limited resources a career in the technology sector. The case details the history of the entrepreneurs from their beginnings in Peru until 2017, when the protagonists meditate on the strategy they must follow to achieve the aggressive goal of inserting 10 web developers in Latin America by 2021.

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                René Morales Carazo Chair of Entrepreneurship

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                Technology Management
                Greencloud: Entrepreneurship with environmental commitment

                Ryan Schill, Wendy Alfaro

                GreenCloud® is a web platform that provides Organizational Carbon Neutral services. It is designed so that organizations and their users can implement a tailored strategy, with immediate access and mainly easy to use. Juan de Oliva, CEO and founder of the company, has defined a new challenge: to position GreenCloud® on the global stage. To achieve this, it is looking for a partner willing to invest to expand consultative and commercial operations. "

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                René Morales Carazo Chair of Entrepreneurship

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                Technology Management