Successful McDonald’s executive Pedro Medina recounts his transformation from business leader to social entrepreneur. After bringing the McDonald’s brand to his native Colombia, Medina develops and promotes Yo Creo en Colombia (I Believe in Colombia), a grassroots initiative that empowers Colombians to take pride in their country’s achievements and resources and leverage its assets into building a just and competitive nation. As the impact of his vision grows and the volume of his speaking engagements increases, Medina must choose between his lucrative corporate career and his fledgling national-empowerment venture. His new role could both fulfill his life’s passion and positively affect his country. But at what personal cost? The case prompts students to examine the role of entrepreneurship in creating value and solving social problems. It forces students to buck the stereotype that entrepreneurship is all about creating a for-profit venture. It also demonstrates that the processes of entrepreneurship are the same for both for-profits and social enterprises.
Darden Business Publishing – University of Virginia