THE IMPACT OF ENTREPRENEURSHIP ON SMALL BUSINESS SUSTAINABILITY AND ENTREPRENEURIAL MARKETING
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This study investigates the influence of entrepreneurial mind-set, innovation, business skills, and digital technology on the marketing performance and sustainability of small businesses in Benin City, Nigeria. A total of 100 questionnaires were distributed to small business owners and entrepreneurs across Benin City, and all were duly completed and analysed using descriptive
statistics and chi-square tests through SPSS software, representing a 100% response rate. The chi-square analysis revealed four key findings: (1) there is a significant relationship between an entrepreneur’s mind-set and marketing success, indicating that proactive and growth-oriented entrepreneurs tend to achieve higher business stability; (2) entrepreneurship, innovation, and
risk-taking significantly affect marketing strategy, showing that innovative entrepr between business skills and marketing competitiveness, emphasizing that financial management, planning, and communication skills enhance marketing performance; and (4) digital technology significantly improves marketing effectiveness, highlighting the role o
statistics and chi-square tests through SPSS software, representing a 100% response rate. The chi-square analysis revealed four key findings: (1) there is a significant relationship between an entrepreneur’s mind-set and marketing success, indicating that proactive and growth-oriented entrepreneurs tend to achieve higher business stability; (2) entrepreneurship, innovation, and
risk-taking significantly affect marketing strategy, showing that innovative entrepr between business skills and marketing competitiveness, emphasizing that financial management, planning, and communication skills enhance marketing performance; and (4) digital technology significantly improves marketing effectiveness, highlighting the role o
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