Octavio Gonzalez
ABSTRACT
The study conveys the experience of two social entrepreneurs from Latin America at the early stages of their projects. Both entrepreneurships solve the problem of building a pool of recurrent blood donors. The research applies the Extended Case Method to reconstruct the theory of critical mass. The practical contribution is the identification of the general process followed by both cases. The narrative of the general process provides actionable advice for entrepreneurs willing to create and sustain a critical mass for social purposes, whereas the theoretical contribution is the identification of the roles played by two types of heterogeneity of endorsements.
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