Part of the results of a research carried out at the publishing company 'El Comercio', specifically in the area of commercial printing, will be shown. This study considers the structure of meaning of terms collected from the personnel of the production, entertainment and culture area, which are found in the professional practice of industrial engineering, business administration and marketing. Terms linked to the improvement of competitiveness will be analyzed, which, considered by the members of the business environment, are framed within the area of focus and economic diversification.