This paper about business perdurability lessons, is based on the case of Industria de Calzado Jovical, this is a well known company in the sector of leather and footwear industry in Colombia. The study is divided upon three different moments of the company’s history: before, during and after the 1990’s crisis, result of the difficult economic situation of the country, that was caused by the contraction of demand. The main objective is identifying the causes that led to the crisis of the Jovical footwear company and analyzing the way in which this company attained perdurability after being able to overcome its period of crisis. This working paper was carried out with the collaboration of Mr. Cesar Jaramillo, General Manager of the Jovical Footwear Industry, who was of great help during the field work, allowing us to gain a wider perspective and understanding the complete scope of the problem. In order to understand how the nowadays running company enter in a state of crisis and, eventually, overcame it, we carried out an analysis based on the facts observed during the field research the analysis focused on the situations that led to the crisis and its relations with the internal, external and market behaviors of the company. Emphasis was also made upon the actions of the company’s leaders and the strategies assumed by them, based on their experiences and testimonies. For the effects of this work, we will follow the Universidad Del Rosario linings in which the management of a company is divided into Direction and Management. These will be the central arguments to explain the causes of failure associated to each one of the essential components of the business management. By understanding the flaws that led to the aforementioned crisis, is possible to visualize the strategies adopted by the Jovical Footwear Company which allowed it to reborn inside the footwear industry.