ABSTRACT

The research study focused on an aspect of creativity, that is, product creativity within small
enterprises that are craving for survival within the stiffened economy. The enterprises’ actions in
creating new product are therefore studied to identify to what degree such vital parts of their
actions lead to success of their enterprises.  For clear analysis, the study centers on two broad variables; the dependent variable and the independent variable. The dependent variable is taken as entrepreneurial success which was further broken into sub-variables to include sales increase and profit increase. The independent variable was product creativity which was operationalized in terms of time, that is, new product initiation period, market period, and maturity period.  
The hypotheses were tested using the Pearson Product Moment Correlation Co-efficient with
interpretation provided for further recommendation and conclusion to be made thereon.

TABLE OF CONTENTS                                PAGE
Title page
Certification                        i
Dedication                        ii   
Acknowledgement                      iii
Abstract                        iv
Table of Contents                      v   
List of Table                        viii
List of Figures                      ix

CHAPTER ONE: GENERAL INTRODUCTION
1.1  Background to the study                  1
1.2  Statement of Research Problem                2
1.3  Research Objectives                    3
1.4  Research Questions                    4
1.5  Research Hypotheses                  4
1.6  Research Method                    5
1.7  Significance/Justification for the study              5
1.8  Scope of the Study                    5
1.9  Outline of Chapters                    6
1.10  Operationalizing the Research Topic              6

CHAPTER TWO: LITERATURE REVIEW
2.1  Introduction                      9
2.2  Theoretical Framework                  9
2.3  Conceptual Framework                  22

CHAPTER THREE: RESEARCH METHODS
3.1  Introduction                      26
3.2  Research Methodology                  26
3.3  Research Design                    27
3.3.1  Study Population                    27
3.3.2  Sample Size                      28
3.3.3  Sample Technique                    29
3.3.4  Data Collection Instrument                 30
3.3.5  Validity of the Research Instrument              31
3.3.6  Reliability of the Research Instrument              31
3.4  Method of Data Collection                  32
3.5  Limitations of the Methodology                32

CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION
4.1  Introduction                      33
4.2  Questionnaire Analysis and Interpretation            33
4.3  Analysis of Single Product Creators, Age, Gender, and Marital Status    37
4.4  Pearson Product Moment Correlation Co-efficient Analysis of Variables    38
4.4.1  Pearson Product Moment Correlation Co-efficient between Product initiation  
period and profit increase                  38
4.4.2  Pearson Product Moment Correlation Co-efficient between Product market  
period and profit increase                  39
4.4.3  Pearson Product Moment Correlation Co-efficient between Product maturity  
period and profit increase                  40
4.4.4  Pearson Product Moment Correlation Co-efficient between Product initiation  
period and sales increase                  41
4.4.5  Pearson Product Moment Correlation Co-efficient between Product market  
period and profit increase                  42
4.4.6  Pearson Product Moment Correlation Co-efficient between Product maturity  
period and profit increase                  43
4.5  Test Analysis of Hypotheses                44
4.5.1  Test Analysis of Hypothesis 1                44
4.5.2  Test Analysis of Hypothesis 2                45
4.5.3  Test Analysis of Hypothesis 2                46
4.5.4  Test Analysis of Hypothesis 2                47

CHAPTER FIVE: SUMMARY, RECOMMENDATIONS AND CONCLUSION
5.1  Summary                      49
5.2  Recommendations                    49
5.3  Conclusion                      51
5.4  Contribution to Knowledge                  51
REFERENCES                      52
APPENDICE
Questionnaire


LIST OF TABLES                                                                  PAGE
Table 4.1: Analysis of Questionnaire Distributed and Retrieved        33
Table 4.2: Total Respondents and Gender              34
Table 4.3: Total Respondents and Age                34
Table 4.4: Total Respondents and Marital Status              35
Table 4.5: Responsiveness to New Product Creation and Time Horizon      35
Table 4.6: Structural Composition of New Product Creation          36
Table 4.7: New Product Respondents Gender              37
Table 4.8: New Product Respondents Age              37
Table 4.9: New Product Respondents Marital Status            38
Table 4.10: New Product Initiation Period and Profit Increase Co-efficient      40
Table 4.11: New Product Market Period and Profit Increase Co-efficient      41
Table 4.12: New Product Maturity Period and Profit Increase Co-efficient      41
Table 4.13: New Product Initiation Period and Sales Increase Co-efficient      42
Table 4.14: New Product Market Period and Sales Increase Co-efficient      42
Table 4.15: New Product Maturity Period and Sales Increase Co-efficient      44
Table 4.16: Statistics of Hypothesis 1                45
Table 4.17: Statistics of Hypothesis 2                46
Table 4.18: Statistics of Hypothesis 3                46
Table 4.19: Statistics of Hypothesis 4                47

LIST OF FIGURES                                            PAGE
Figure 1: Creativity Types Matrix                 15
Figure 2: Different Types of Product Innovation              19
Figure 3: Typical “Stage-Gate” New Product Process            20