Impact of Entrepreneurial Creativity on the Performance of Bread Manufacturing Firms in Nigeria’s South-South Zone

Abstract

This study examined the impact of entrepreneurial creativity on the performance of bread manufacturing firms in Nigeria’s South-South zone. The specific objectives were to determine the relationship between innovation and firm performance, and to examine the influence of adaptation on firm performance. The study was anchored on the Resource-Based View (RBV) theory, which posits that internal resources like creativity can drive competitive advantage. RBV was used to explain how innovation and adaptation function as intangible assets that influence firm performance, particularly in a competitive and dynamic environment such as the bread manufacturing industry in Nigeria. The study employed a descriptive survey design with a sample of 300 bread manufacturing firms across six states in the South-South zone. Data were collected from 500 respondents using structured questionnaires and analyzed using Pearson correlation and multiple regression. The findings revealed a strong positive and significant relationship between both innovation and adaptation with firm performance. Specifically, innovation enhanced product quality and market competitiveness, while adaptation enabled firms to respond effectively to changing market and economic conditions. Based on the findings, the study concludes that entrepreneurial creativity significantly improves the performance of bread manufacturing firms in the South-South zone. It recommends that firms should invest more in innovative practices such as product development and modern packaging, and build adaptive capabilities that allow them to adjust to environmental changes. Policy support from government and industry associations is also encouraged to foster a more enabling environment for creativity and performance improvement in the sector