In the first decade of the century, Colombian companies are affected by discontinuities of technological, political, demographic, economic which have tested the learning ability to meet those challenges and to survive. These discontinuities in the environment have led to turmoil in the sector, a phenomenon characterized by three elements: uncertainty, dynamism and complexity. The uncertainty is evident when making decisions, without being able to be certain about what may happen to the company, or the effect of a decision taken, the dynamic look is accomplished by permanent changes in customer needs and emergence of new products, which leads to increased price competition, and complexity can be identified in the emergence of new actors that must interact to conduct a transaction.