The major contributions made by ancient civilizations and by the most outstanding philosophers throughout time, allow us to comprehend some concepts that we use now days. Those contributions begin by the conception of time since the early days to the modern times, which lead us to understand that time defines the durability of things. According to this, an approach of the origin of the term lasting is made, which in fact will be the basis of this research. Understanding the background of the term as well as the use given to it, makes its application easier in the business environment, where, different perspectives of national and international authors are taken into account and based on the parameters that have been established by the Universidad del Rosario, state a theoretical framework to support future investigations dedicated to business lasting. Likewise, some key factors or principles are established since they help a company to overstep borders of time and profitability, which means that it will not only last for many years in the market, but also will keep its constant growth and performance.
