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Women Entrepreneurs by Mauro F. Guillén

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2 Jugaré

Educational Toys from Mexico

Claudia González Brambila, Virginia Kalis, Humberto Valencia-Herrera, Eduardo Zelaya, and Pablo Galindo Herrera

Four friends with complementary skills launched a toy company that makes and sells educational toys. Their early success surprised them. Their greatest challenges were to find a way to become profitable and to avoid letting their venture interfere with their family lives.

Figure 2.1 Jugaré’s Logo

Figure 2.1 Jugaré’s Logo

On a rainy summer afternoon in July 2009, Marcela Huet, Ibó Angulo, Hilda Díaz, and Laura Cortés were enjoying lattes at Café Punta del Cielo in Mexico City. The four were happy to be together again ...

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