I am trying to launch an executable file with the ShellExecute win32api function with the following parameters:

M.SHELL_RET = ShellExecute(FindWindow(0, _SCREEN.caption), ;
"open", "c:\softwares\general\finservices - modelo 2\finservices.exe", ;
"101", "c:\softwares\general\finservices - modelo 2", 1)

The exe does not launch and I receive the following value in M.SHELL_RET: 2

What is happening? I am sure about the exe path and exe file name.