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A pesar de que la aparicion del emprendimiento en Cuba no es nueva, si lo son las investigaciones sobre el tema. Este trabajo refleja un estudio en una muestra de emprendedores de las actividades mas representadas en el pais, realizado en la provincia de La Habana, para caracterizar el desenvolvimiento de este tipo de actor, sus principales motivaciones, percepciones y limitaciones en su actividad, asi como una valoracion de su orientacion al mercado. Para ello se emplearon una adaptacion de la metodologia GEM y la Auditoria de marketing, ambas ajustadas a las caracteristicas del sector y del pais. Se concluye con los retos para la potenciacion de este tipo de actor en la economia cubana. / Although entrepreneurship in Cuba is not new, studies of it are. This work presents a study of a sample of entrepreneurs –owners of major business enterprises in the country- conducted in the province of Havana with the aim of describing their performance, motives, perceptions of and restrictions on their activities, and appraising their market orientation. The study was based on the Global Entrepreneurship Monitor (GEM) research project, and marketing audit, with both of them being adapted to the characteristics of sectors in question and the country’s ones. Finally, challenges to stimulating entrepreneurs to play a more significant part in the Cuban economy are examined.
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