Non-Technological Innovation: A Catalyst for Sustainable Micro Small and Medium Enterprises (MSMEs) Growth in Nigeria

Abstract

As MSMEs face increasing pressure to remain competitive in a dynamic economic environment, non-technological innovation has emerged as a critical driver of sustainability. This study investigates the influence of non-technological innovation on the sustainable growth of Micro, Small, and Medium Enterprises (MSMEs) in Nigeria, with a specific focus on organisational and marketing innovations. The research employed a quantitative approach, gathering data from 418 respondents through structured questionnaires distributed to selected MSMEs across key Nigerian states. Data analysis was conducted using Statistical Package for Social Sciences (SPSS) version 21.0. The findings highlight that organisational innovation has a positive but weak influence on sustainable MSME growth, suggesting that changes in internal structures, work routines, and managerial practices are supportive but not strongly impactful. On the other hand, marketing innovation exhibited a stronger and highly significant effect on sustainable growth, underscoring the importance of innovative marketing strategies, customer relationship management, and market positioning. These results highlight marketing innovation as a more potent catalyst for sustainable MSME growth in the Nigerian context. The study recommends targeted policies and capacity-building programmes that support non-technological innovation, particularly in marketing.