INNOVATIVE ENTREPRENEURSHIP AND FIRM SUCCESS: THE CRITICAL ROLE OF ENTREPRENEURIAL ATTITUDE AMONG MSMES IN PLATEAU STATE.

Abstract

This study investigates the crucial role of entrepreneurial attitude in driving innovative entrepreneurship and achieving firm success among micro, small, and medium enterprises (MSMEs) in Plateau State, Nigeria. The research addresses a significant gap in understanding how entrepreneurial attitudes influence innovation practices in this context. Employing a quantitative design, the study surveyed 214 MSMEs selected through systematic random sampling across the manufacturing and services sectors in Jos North and Jos South. Data were collected using a structured questionnaire with a five-point Likert scale, assessing dimensions of entrepreneurial attitude, innovation (product, process, and marketing), and firm success. Analysis was conducted using SPSS and Structural Equation Modelling (SEM). The findings reveal significant positive relationships between entrepreneurial innovation and firm success, with entrepreneurial attitude serving as a critical mediator. These results underscore the need to foster an innovative mindset among MSME owners to enhance business success. Additionally, the study offers targeted policy recommendations to support Nigeria's entrepreneurial ecosystem, emphasising the importance of innovation for sustainable growth and competitiveness in the MSME sector. Limitations include the cross-sectional design and the specific focus on Plateau State, suggesting the need for future longitudinal studies and broader regional comparisons to deepen understanding in this vital area.