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From Sidewalk to Supermarket: María Saavedra and the Silent Strength Behind Growth
Abstract
This chapter, per the authors, examines the entrepreneurial trajectory of a Peruvian woman micro-entrepreneur navigating Latin America's high-informality environment. Drawing on the Theory of Planned Behavior and Upper Echelons Theory, it analyzes how attitudes, subjective norms, and managerial cognition shape intentions, resilience, and gradual formalization. Using a qualitative case study design, the chapter integrates interviews, participant observation, and documentary data to trace the evolution from informal street vending to managing a neighborhood store aspiring to become a supermarket in Ventanilla, Callao. Findings reveal that family embeddedness, community trust, microcredit, and the incremental use of digital tools such as Yape and Plin foster adaptive growth, while informality constrains access to credit and professionalization. The discussion highlights the interaction between behavioral intention, values-based management, and purpose, offering policy and scholarly implications for supporting women-led microenterprises toward sustainable formalization.
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