Creativity as a Predictor of Business Performance: Empirical Investigation of Selected Undergraduate Entrepreneurs in Nigerian Universities

This study investigates the impact of creativity as a predictor of business performance of undergraduate entrepreneurs in Nigerian universities. Survey research design was used. A sample size of 120 respondents was selected while only 100 of them actively participated in the study. Research questions were set with one main hypothesis that was formulated and tested. Descriptive statistics comprising the simple percentage and tables were used for detailed presentation and analysis of data. The Pearson product moment correlation coefficient was adopted to test the hypothesis. The study reveals that there is a positive relationship between creativity and business performance. The researcher concluded by recommending that young entrepreneurs be more creative, attend more business seminars, invest in reading wide, scanning the environment regularly, and identifying society problems as well as customers’ needs and wants. It was also recommended that universities should widen their curricula to include core courses that encourage creativity, lateral-thinking, brainstorming, and problem solving as well as entrepreneurship development. In addition, universities should set up programmes to encourage the commercialisation of student’s business ideas and possibly self employment scheme. DOI: 10.4018/978-1-4666-2934-9.ch017