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Breaking Barriers in Precision: The Entrepreneurial Journey of Marta Cantabrana
Abstract
Women entrepreneurs in Latin America face barriers, particularly in high-skill technical sectors where female participation remains limited. This chapter examines the entrepreneurial trajectory of Marta Cantabrana, a Spanish immigrant who founded and developed 3CMetrology Mexico. Employing a case study methodology, the research draws on two individual interviews with Marta and a group session with four team members. These were structured around three thematic axes: the industry and women's inclusion; commercial strategy and its relevance in women's entrepreneurship; and, finally, Marta's leadership style within this context. Findings reveal an intersectional legitimacy-building process shaped by gender, nationality, and technical expertise gaps, evolving from overcompensation through technical learning to the establishment of organizational systems that transcend individual credibility. The case challenges traditional assumptions around technical entrepreneurship requires formal technical credentials or capital-intensive innovation, demonstrating alternative pathways.
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