Dr. Effiom Effiom Inameti 1 & Dr. Lucy Akenbor2
Department of Entrepreneurship and Marketing, Federal University, Otuoke, Bayelsa State- Nigeria
Correspondence Emai Address: [email protected]
Abstract
Due to a growing middle class, rapid urbanization and technological advancements, emerging markets are quickly becoming centres of innovation. Therefore, entrepreneurs must set themselves apart by providing unique and alluring goods and services in order to prosper in these fast-paced markets. This study examined witty invention-relevance, memorability, shareability, functional value and entrepreneurial growth in emerging market. The study was anchored on diffusion of innovation theory. The study was guided by a cross-sectional research design. Primary data were obtained from 373 entrepreneurs via structured questionnaire. Descriptive statistics was adopted for data analysis while multiple regression and Pearson’s moment correlation analytical tools were used in testing the study’s hypotheses at .05 significant level. The findings revealed that, relevance, memorability and shareability have negative but significant effect as well as relationship on entrepreneurial growth in emerging market. On the other hand, functional value has positive and significant effect as well as relationship on entrepreneurial growth. The findings highlight the potential of witty invention to enhance brand image, attract investment, and improve customer satisfaction. The study recommended among other things that resources should be made available for entrepreneurs to enhance research and development activities to drive innovation.
Keywords: witty invention, entrepreneurial growth, emerging market, functional value.