Through the study, analysis and understanding of founder’s values, the organizational culture and the market orientation, an explicative model in a service sector familiar enterprise is formulated. This enterprise is passing from the first to second generation. The model has a starting point: the founder’s values. From them, organizational values, beliefs, and entrepreneurial activities are forged with which the market orientation is built. For doing do, the research was developed based on a relativistic approach. The researcher was in the enterprise during three months applying interviews, doing non participant and participation observations and applying some measure scales.