EL FENÓMENO DE LA INNOVACIÓN EN MICRO Y PEQUEÑAS EMPRESAS DE LA PARROQUIA CRUCITA, CANTÓN PORTOVIEJO

The objective of this research is to diagnose the phenomenon of innovation in micro and small businesses in the Crucita parish. A non-experimental, exploratory, and descriptive study design was used. Observation, Focus Group and the PESTEL tool (insert the meaning of PESTEL) were used as information collection techniques. Additionally, Porter's five forces were considered to analyze the phenomenon of innovation in 48 micro and small businesses in the Crucita parish, Portoviejo canton. The main results show the openness of their managers for their productive activities, they work in an environment of expectations seeking reactivation, they have access to technologies, environmental awareness and appropriate legislation. It is concluded that both the internal and external diagnosis places the micro and medium-sized companies of Crucita, in an optimistic moment to innovate and develop. Continuous training is suggested, investing in technology, designing marketing strategies in mass media networks, analyzing working conditions, improving the quality of corporate products and services.