Competitiveness is often considered as competition, although they are related, they are not the same thing. Competitiveness generates in companies, a lifestyle, linked to progress that with perseverance achieves success in personal and family well-being. The Crem Helado case, which has managed to remain in the market for 68 years, standing out for its focus on variety, innovation and retrobranding strategies and changes in the brand image, can be applied as a pedagogical strategy that, through the use of learning methodologies, allows students of Business Administration to build reflective analyses that contribute to business decision-making.