Forecasting Effect of Creativity on Entrepreneurial Sustainability

Certain variables are important quest for managers of businesses to achieving high level of success for the benefit of the enterprise. This research investigated creativity as predictor to entrepreneurial success and performance. Creativity strategies needs to be formulated so as to help the entrepreneurs strategize by setting up grand plans that enable them attain competitive advantage in the marketplace. This could be in areas of creating new products to attract more customers. In addition, new process strategy are required by business entrepreneur’s managers to boost customer base of the organization and increase the sales volume. Others variables such as new market, new service, new value, new places and needs of consumers should be addressed. However, this study tries to find out the degree of improvement in entrepreneurial firm’s performance when creativity is adopted in the operations of the organization. To test the hypotheses for this study, quantitative survey method was used by distributing 350 closed ended questionnaires to entrepreneurs in some selected markets in Lagos state. Data analysis of the 288 completed questionnaires for this study was carried out with the use of Statistical Product of Social Scientists (SPSS 22). The study finds that creativity adaptation has a positive impact on return on investment and customer base of the sampled business enterprises. This study will be relevant to manufacturing firms and business enterprises who do not adequately adopt creativity strategy to operate at optimum capacity.