The role of business in society has grown , so that more representatives of different social groups demand to be informed, consulted and participate in corporate decisions . Therefore , this research shows a model of plural company that includes the diversity of legitimate interests in the ordinary course of business and against which the company has an ethical responsibility . Managing interest groups presented provides considerable competitive advantages in the form of trust, reputation and innovation for businesses , in addition to the achievement of objectives that contribute to building a more sustainable society.