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This study seeks to understand how micro, small, and medium-sized enterprises (MSMEs) can be innovative while developing their reputation. In doing so, this study focuses on companies classified as promoters of Colombia’s “orange economy,” which relates to the country’s cultural and creative diversity. Firms with a non-technological emphasis also require knowledge, innovation, and reputation to perform better. In this regard, the study is based on the work of Hormiga and Garcia-Almeida (2016) who proposed the relationship between accumulated knowledge and innovation as background of reputation. In this paper, the purpose is to understand the internal reputation-building process carried out by MSMEs and the variables that intervene. Therefore, this research accounts for how MSMEs can build their reputation through innovation and accumulated knowledge. For this, a survey was conducted in 320 orange economy MSMEs located in Bogotá, Colombia, and the relationship of these variables was statistically tested through a quantitative analysis of multivariate data. Innovation was found to not impact the performance of companies, but this can be associated to factors that were not considered in this research. However, it is proposed to refine the original model by considering the manager’s perspective. It is recommended that entrepreneurs invest resources in accumulating internal (tacit) knowledge to improve skills that enhance reputation.

本研究旨在探究微型、小型和中型企业（Micro, Small, and Medium-sized Enterprises，简称MSMEs）如何在树立声誉的同时实现创新发展。为此，本研究聚焦于被归类为哥伦比亚“橙色经济（Orange Economy）”推动者的企业——该经济形态与该国的文化与创意多样性息息相关。非技术导向型企业同样需要依托知识、创新与声誉来提升经营绩效。有鉴于此，本研究以Hormiga与Garcia-Almeida（2016）的研究为基础，二人提出了累积知识与创新之间的关联，并将其作为声誉构建的理论背景。本研究的核心目的在于探析MSMEs的内部声誉构建流程及其干预变量。因此，本研究阐释了MSMEs如何通过创新与累积知识构建自身声誉。为此，研究团队针对位于哥伦比亚波哥大的320家橙色经济领域MSMEs开展了问卷调查，并通过多变量数据定量分析对上述变量间的关联进行了统计学检验。研究发现创新并未对企业经营绩效产生显著影响，但该结果或与本研究未纳入考量的诸多因素相关。不过，本研究提出可通过纳入管理者视角来优化原有理论模型。研究建议创业者投入资源积累内部（隐性）知识，以提升可强化声誉的相关技能。