After completing her studies in small business management, Fatima began working in the fishing industry in Dakhla, Morocco. However, observing that her opportunities for career advancement were limited, she decided to open her own small business selling marinated seafood. Due to her limited resources, she approached her close friend Nadia to join her in the venture. Both friends invested the same amount of financial capital. Despite character differences between them, their business was doing fairly well. After months of observing the market, Fatima began to think about taking her business in a completely new direction by developing a new ready-to- eat product. The new product would target high-income individuals with hectic schedules, whose time constraints left them little time to cook. Nadia, on the other hand, thought that they should bank on the prospective sales volume and potentially infinite number of customers that could be attained through a competitive price. As tension heightened between the two business partners, Fatima was perplexed and did not know what to do.