The Effect of Entrepreneurial Innovation on the Sustainability of Small Businesses in Jos Metropolis, Plateau State

his study investigated the effect of entrepreneurial innovation on the sustainability of small
businesses in Jos Metropolis, Plateau State. The study focused on three dimensions of
entrepreneurial innovation product innovation, process innovation, and marketing innovation
and examined their influence on the long-term sustainability of selected small businesses,
including retail stores, restaurants, fashion businesses, ICT firms, bakeries, beauty salons, and
agro-allied enterprises. A descriptive survey research design was adopted, and data were
collected from owners and managers of registered small businesses using structured
questionnaires. The data were analyzed using descriptive statistics (frequency, percentage,
mean, and standard deviation) and inferential statistics (Pearson Product Moment Correlation
and Multiple Linear Regression Analysis). The findings revealed that product innovation
improves customer satisfaction and competitiveness, process innovation enhances operational
efficiency and profitability, while marketing innovation increases customer patronage and
business growth. Overall, entrepreneurial innovation was found to have a significant positive
effect on the sustainability of small businesses in Jos Metropolis. The study concludes that
continuous innovation is essential for the survival, growth, and long-term success of small
businesses. It recommends that entrepreneurs should invest in innovative business practices,
while government agencies and business support organizations should provide training,
financial assistance, and policies that encourage innovation among small businesses.