One of the main difficulties presented in Colombia, in terms of economic and socialdevelopment, is given by the unsustainability of the most of companies in the country. For this reason, this work is focused on researching this problematic. It provides tools that might help to promote a culture of longevity. To this purpose, we conducted a study on Avianca, a benchmark company in the country in terms of longevity, positioning and strategy, because throughout its nearly 100-year history it overcame challenges and circumstances, which, having acted in a different way, could have led it to its end.
