This presentation shows the results obtained within the research project “Communication strategies of Companies in Neiva that intend to compete in a globalized world from 1996 to 2010”. This project was supported from the need to identify in what degree the local companies transformed their communication strategies to confront competency from global businesses from 1996 to 2010. To accomplish this, we developed a research methodology with mixed focus and qualitative preponderance of a comparative-descriptive type, because this intends to show the communication perspective from businesses. The obtained results display a new useful knowledge for local organizations, allowing knowing how the communications and businesses innovations have been transformed due to the dynamics imposed from the great commercial platforms. As a result we present a diagnostic of the regional context and an analysis that allows a characterization of the transformations and innovations in the communications field from the organizations studied. We were able to establish management styles and entrepreneurial capacity. Furthermore we propose that it is necessary to begin the incorporation of the New Strategic Theory (NST) as an essential component in the development of the organizations, since this brings up theoretical and conceptual tools that allow a better understanding of today’s organizations. With the need to manage and implement communication strategies from an inclusive and social perspective.