ENTREPRENEURIAL ORIENTATION AND MARKET SUSTAINABILITY OF MSMES IN THE SOUTH EAST, NIGERIA

This study ascertained the association between entrepreneurial orientation and market sustainability of MSMEs in the South East, Nigeria. Specifically, the study sought to: determine the association between innovativeness and product acceptance of MSMEs in South East, Nigeria, and ascertain the association between proactiveness and product acceptance of MSMEs in South East Nigeria. Survey research design was adopted for the study. A sample of 386 MSMEs was used by the study. Data collected through questionnaires that was distributed to the respondents were analyzed with descriptive analysis and the hypotheses were tested with Regression analysis via SPSS version 20. From the results, it was revealed that innovativeness and proactiveness have a positive and significant effect on the product acceptance of MSMEs in South East, Nigeria. Based on the findings, the study recommended among others, that MSMEs must constantly launch new products and use high innovation in product marketing operations because the innovation dimension drives new business opportunities