Descripción: “...In-depth interviews (unstructured) were conducted to collect the information. The origin of this business is highlighted, detailing its moments of success and failure from 1969 to 2016 and those internal and external factors that influenced its dynamics, some of these being: the autocratic form of leadership that the owner / manager has implemented, the financial strategy of reinvestment and cash sales, the insecurity and demographic growth of Sincelejo.Keywords: Casa Jairo Store, entrepreneur, Sincelejo ...”