Eva Peron was a born winner, a self-made woman who had created a product - herself - that millions in Argentina and around the world had bought and consumed. There were - it had to be admitted - powerful reasons why her example had not yet been taken up in the business world: one, the circumstantial anti-capitalist rhetoric and class resentment, which the age and experience that were denied her would no doubt have helped to assuage; two (it was painful to admit, but being economical with the truth would be worse), her being a woman in a still eminently male business environment, where few women could carve out niches for themselves.