This paper studies the main obstacles that limit innovation in activities related to productive sectors in Ecuadorian companies with less than 200 workers (micro, small and medium-sized enterprises, MSMEs). The aim is to identify those obstacles that directly keep the sectorial innovation from growing. The study used a quantitative and explanatory analysis using the results presented by the Superintendency of Companies of Ecuador at the end of 2023. At the national level, there were the following numbers of companies: Micro (62,724), Small (21,305) and Medium (6,135). The results show that companies are working inefficiently in relation to growth in innovation, representing current technological challenges. The conclusions present proposals and recommendations for micro-entities to survive and compete better in the current environment, through a guide of good practices that will positively influence the innovation and modernization of their companies.