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Case Study: “ChoKoj-Laté” Cafeteria in the Mayan Community of José María Morelos, Quintana Roo, Mexico
Abstract
This chapter highlights the possibility of doing business in vulnerable communities. The “Chokoj-Laté” case presents an entrepreneurial experience in the Mayan community of José María Morelos, Quintana Roo, Mexico. It shows a business model developed by three young Mayas, university-level students, who identified a commercial opportunity in their community, the “Chokoj-Laté” Cafeteria. This space has become a promoter of various local products, among which are organic ones that are grown by people from various communities in the Maya area, providing a space to offer their products to consumers in a direct way. The key factors that led to this successful entrepreneurship were: family motivation or family history of having a business, vision of the future, identity, leadership in the community, vision of economic independence, attitude of helping other members of the environment, ease of interaction in other contexts and ease of practical learning.
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