Financial Creativity and Innovative Marketing on Business Performance: A Collaborative Study of Selected Commercial Banks in Nigeria

Abstract

Creativity, innovation and marketing are three great veritable tools of an entrepreneur
that drives performance towards economic growth and development in any business
concern. This study was designed to investigate the place of entrepreneurship creativity
and innovation on business performance in commercial banks. The study population
comprised of 132 staff of selected banks in South-South Nigeria. All the population was
used as the sample because of the manageable size. Two research questions were raised
and two hypotheses were formulated and tested at 0.05 level of significance. The
questionnaire was adequately validated by experts and the instrument had a reliability
coefficient of 0.93. Data from the respondents obtained were analyzed using mean and
standard deviation. The study findings revealed that creativity and innovation play a key
role in the quality, time management and service delivery in business concerns.
Recommendations were also made along that lines that management of banks should
encourage exceptional ingenious entrepreneurial skills devoid of bias and sentiments.
Also, the creativity and innovation marketing of individuals should be appropriately
rewarded as a panacea for greater performance.