INNOVATION AND CREATIVITY IN ENHANCING COMPETITIVE ADVANTAGE AMONG INDIGENOUS ENTREPRENEURS IN NIGERIA: A STUDY OF LOKOJA METROPOLIS

This study examined innovation and creativity in enhancing competitive advantage among indigenous entrepreneurs in Nigeria, using Lokoja Metropolis as a case study. The specific objectives were to: (i) assess the effect of innovation on competitive advantage among indigenous entrepreneurs, and (ii) determine the influence of creativity on competitive advantage among indigenous entrepreneurs in Lokoja Metropolis. A descriptive survey research design was adopted, while the population of the study comprised of 667 indigenous entrepreneurs operating within Lokoja Metropolis. A sample size of 250 respondents was selected using simple random sampling technique to ensure equal representation. Data were collected using a structured questionnaire, and the data obtained were analyzed using multiple regression analysis with the aid of Statistical Package for Social Sciences (SPSS version 25.0). The findings revealed that both innovation and creativity have significant positive effects on competitive advantage among indigenous entrepreneurs, indicating that businesses that embrace innovative practices and creative strategies tend to perform better and remain competitive in the market. The study concluded that innovation and creativity are critical drivers of sustainable competitive advantage in indigenous enterprises. It was recommended that indigenous entrepreneurs should continuously invest in innovative ideas, adopt creative problem-solving approaches, and engage in skills development training to enhance their competitiveness in an increasingly dynamic business environment.

0 23 Jun, 2026

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