THE ROLE OF INNOVATION IN NAVIGATING THE BUSINESS ENVIRONMENT
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ABSTRACT: THE ROLE OF INNOVATION IN NAVIGATING THE BUSINESS ENVIRONMENT
This study aims to: 1) evaluate the impact of innovation on business competitiveness; 2) analyze the factors driving innovation in businesses; and 3) assess the role of innovation in fostering sustainable growth. A survey research design is employed to gather insights into innovation practices. Using Taro Yamane’s formula, a sample size of 360 respondents, including innovation managers and business leaders, is determined. Lagos, known for its entrepreneurial spirit and innovation hubs, is selected as the location. The survey instruments achieve a reliability coefficient score of 0.89. Findings indicate that innovation enhances business competitiveness by fostering product differentiation, operational efficiency, and market expansion. Factors such as investment in research and development (R&D), collaboration with startups, and digital transformation drive innovation in businesses. The study recommends that companies prioritize innovation as a core strategic initiative, cultivate a culture of creativity, and invest in technological advancements to sustain competitive advantage in dynamic business environments.
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