PRODUCT INNOVATION AND ENTREPRENEURIAL EFFECTIVENESS IN SOUTH EAST GEOPOLITICAL ZONE OF NIGERIA

Abstract

The study investigated how merger and product innovation entrepreneurial effectiveness in south east geopolitical zone of Nigeria because of insufficient research in the area. The primary and general objective of the study was to investigate the effect of some selected growth strategies on entrepreneurial effectiveness. The study adopted the survey research design. Data was obtained from both primary and secondary sources. The purposive sampling technique was adopted in the study. Data analysis was committed to descriptive statistics and correlation analysis. The result showed that product innovation enhanced entrepreneurial effectiveness. The study concludes that product innovation enhanced entrepreneurial effectiveness in beverage firms in south eastern Nigeria. It was recommended among others that management should sincere efforts in using horizontal integration to boost market share and make other effectiveness indicators.