Innovation and marketing challenges of small oil companies in the potiguar basin: the experience of the catalisa MPE program

This study aims to describe the marketing challenges faced by companies operating in the oil and gas sector of the Potiguar Basin, located in Mossoro, Rio Grande do Norte, Brazil. The methodology involved applied research with a mixed approach, starting with a bibliographic investigation analyzing the themes of "open innovation," "digital transformation," and "marketing for micro and small enterprises," based on studies indexed in the databases Periodicos -Capes and Google Scholar. This was followed by the application of questionnaires and meetings with entrepreneurs participating in the Catalisa MPE Program. The results indicate an original and critical contribution stemming from both theoretical review and practical experience. It was observed that although marketing is essential for increasing companies' visibility in the market, entrepreneurs face difficulties in applying this concept, either due to the multitude of tasks performed by the limited number of members within these companies or due to the costs associated with innovation processes. Furthermore, even though implementing marketing strategies through open innovation concepts may lead to cost reduction, these practices are not yet accessible to the Brazilian reality, and many entrepreneurs fail to recognize the value of incorporating new services.