The Corporate Social Responsibility (CSR) guides organizations to interact with their stakeholders, seeking to satisfy the external in order to create value in the market, considering government, society, and providers, among others. However, the internal customer is neglected, ignoring the value that brings to the organization. Both groups generate impacts for companies in decision-making, although internal stake holders [shareholders, alliance partners and workers] are an important component for organizational sustainability, since they favor the corporate image. This article presents the results of a research conducted on 60 companies within the construction sector in Bucaramanga in 2013, where there is evidence that the business objectives are oriented to satisfy the external customer in order to maintain their competitive position in the market, ignoring the impact upon their internal stakeholders. In addition, positive values are generated to meet the needs of its shareholders, without interfering with its employees, as a fundamental element of the process of generating value to the external stakeholders. After this analysis suggestions are made to entrepreneurs to include the best practices within their organizations to promote the valorization of internal customers, such as disseminating and strengthening the image of the company.