Social implications: The consumption and understanding of yerba mate is vital not only for all students and their faculty, but people of the world and the nations they hail from.

Practical implications: This study offers a living research model for humanity that infuses the consumption of yerba mate with true history to form an experiential learning opportunity par excellence. Research limitations: Mateology offers limitless research potential. Yerba mate remains a primary export commodity of the region, and is key to understanding the roots of indigenous, family as well as industrial entrepreneurship and economic development in the New World otherwise known as globalization which is nothing more than the synthesis of mercantile, free-market capitalism versus cartel-communist socialism operating today at the local, national and transnational levels as a consequence of the Reformation and the continuing counter-Reformation. These actors employed indigenous Guarani labor on military reductions in the Rio de la Plata, alias missionary region of South America. Findings: Yerba mate grew wild in southern Brazil, northern Argentina, and all of Paraguay until it was domesticated, cultivated and finally perfected for export during the 17th and 18th centuries by European corporate entrepreneurs working for Company of Jesus. Methodology: This analysis uses a historical-structural framework to analyze yerba mate in the sociological tradition of Brazil's first entrepreneurship scholar and the father of dependency theory (aka globalization), Dr. Design: The qualitative research design is descriptive and ethnographic, synthesizing current events at the Vatican with history that has shaped the industry of yerba mate from creation as the Guarani Indians' daily tonic for good health, aka the drink of the gods, and currency for trading with tribes such as the Incas and Charruas until today as a product that is being rediscovered and situated to assume a position of dominance in the world-wide natural and organic beverage market by nascent entrepreneurs from the United States, South Africa and others at the forefront of the Marketing Entrepreneurship Interface. ABSTRACT Purpose: The purpose of this exploratory study is to highlight mateology as both a force to strengthen entrepreneurial intensity (EI) and a useful new theoretical perspective for understanding the roots of dependency as it relates to social and economic development and the process of globalization.

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