This dissertation sought to understand the participation of the social actions of the micro and small enterprises in the revitalization process of Rio de Janeiro´s urban center. The empirical object of this research focussed on the enterprises that comprise the project Polo Novo Rio (Pole Rio´s New), the actions of which target the homeless population and trash collectors. The study reveals some struggles that occur between the interests of those enterprises in strengthening and increasing their businesses and the interests of the homeless population and trash collectors in establishing themselves in such a busy area. In the view of the businessmen, this area becomes marked by violence and abandon, which yields a negative image to it.