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Daring to be different: a case study of entrepreneurial stewardship in a Guatemalan family’s coffee farm

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This chapter explores a entrepreneurial stewardship perspective in a dynamic environment. The coffee industry in a developing country is examined highlighting how diverse contextual pressures may affect a family in business. This qualitative study focuses in Guatemala, Central America, with a single case study. Findings reveal that contextual crisis can ignite a differentiation approach which align with an entrepreneurial stewardship perspective. Such approach emphasizes a shared vision to look after the family coffee farm, the application of traditional and specialised knowledge to bring out the best features of a product and the development of diverse relationships to serve the business over time.