Currently, poverty in one of the most important problems NGOs, society and governments try to fight. This matter may find its solution in the actions taken by the enterprises. On one hand, theories such as the Shared Value Theory stablishes that companies can create value by attending needs and improving economic and social conditions of the environment they are merged in (Porter & Kramer, 2011), meanwhile, the inclusive markets theory stablishes that, organization are capable of making efforts in order to impact positively the bottom of the pyramid by defining reinvesting goals for this market. This article starts by creating a model in which the shared value, dynamic capabilities and inclusive markets theories are interrelated, stating that, companies are able to generate competitive advantages by developing shared value strategies or social effort. Also, in the current article, there is a framework in which this theory can be applied in Colombia, as well as a definition of the opportunities found in the market. The methodology used in this paper consists on gathering literature regarding the mentioned issues and theories from which definitions can be stated, as well as the interrelation framework. Also, using the updated data from poverty and economic growth in Colombia, the definition of the opportunities comes to place, in this case for the financial system, stablishing that companies can improve the conditions from those in poverty conditions while increasing their income.
