Proxima Servicios is a company with a social orientation, recognized in 2017 among the 10% most sustainable B companies. It had the objective of improving the working conditions of workers with low qualifications and low salaries, through the provision of subcontracting services in the field of industrial cleaning and maintenance, by transforming the subcontracting work into supercontracting. Proxima sought to deliver a service of excellence and the development of its employees. The development of its workers focused on improving their work skills, increasing their employability, and supporting their welfare. The specific activities that were subcontracted in Chile were varied, and there were no tasks that could not be subcontracted: outsourcing of security and surveillance, cleaning and maintenance, construction and assembly, transport and/or distribution, legal services, and food was widespread. In contrast, the areas of IT, marketing, sales, and finance were outsourced by a small group of companies. From this, Eduardo considered that specifically security guards, cleaning personnel, transportation of workers, or maintenance tasks, were activities that in the last decade had ceased to be an integral part of a companies'' operations. The growing trend in human resources pointed to these services being outsourced or subcontracted. In particular, Eduardo was informed that the Chilean private security market had risen to over 130,000 workers, reflecting a 211% increase in the last five years. This made him think that it could be very attractive to transfer Proxima''s experience in the cleaning service to the private security market. If he remained in the cleaning service, Eduardo thought it was necessary to redefine his strategy but to maintain shared value or offer a new related service. CLADEA''s case collection.