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This study aimed to present the most relevant cognitive factors that influence innovation in activities of small businesses participating in the Local Innovation Agents program in Rondonia (Amazon, Brazil). Cognitive maps were used as a methodological approach for the study of a group of small businesses within the context of the project. The results indicated the existence of 14 relevant factors mentioned by the businesses assessed, highlighting two influence factors mentioned by all participants in some casual relationship, therefore, a consensus: “need for survival” and “knowledge and experience”. These factors indicate, respectively, motivation and innovation process management of the companies studied. The different relations among the factors allowed identifying two groups within the program. They differed primarily in regard of willingness to innovate and development of learning levels that influence innovation activities resulting from the interaction with the program's agents.

Why do small businesses innovate? Relevant factors of innovation in businesses participating in the Local Innovation Agents program in Rondônia (Amazon, Brazil)