Emergence, development and organizational transformation of commercial schools in Costa Rica. An analysis from their advertising in the written press between 1950 and 1985



Based on the analysis of the advertisements in the Costa Rican press between, this paper studies the history of private commercial schools in Costa Rica during the period of 1950 and 1985. This work concludes that a permissive legal framework and a transformation of the labor market determined by processes of change typical of the postwar period favored the creation of private commercial schools. It also explains how organizational flexibility determined the ability of these schools to adapt to changes in the factors mentioned above, which posed challenges to their existence as well as new business opportunities. Finally, it analyzes of the attempt by schools to change favorably informal institutions by representing education as a channel for social mobility and as an investment for individual well-being. 



Business education, Private education, Neo-institutionalism, Costa Rica.