Entrepreneurship has become an important topic at universities, especially in developing countries where the job market has become saturated and wages are low compared to the developed world. To strengthen its entrepreneurship curriculum, Zamorano University asked its alumni what knowledge and skills are required to be a successful entrepreneur. To analyze the responses, data mining techniques were employed. Interpretation of the results of word frequencies, associations, and a dendrogram yielded nine thematic areas that should be the focus of entrepreneurship programs at universities, according to actual entrepreneurs and experts working in agriculture. While some of the themes were expected, such as discipline-specific and business administration knowledge, other themes, such as resilience to a changing business environment, were sort of a surprise.

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