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ABSTRACT
This research investigates the pivotal role of creativity and innovation in enhancing the survival and sustainability of family businesses in Edo State, Nigeria. Family businesses are a cornerstone of the local economy, and understanding the influence of creativity and innovation on their longevity is of paramount importance. The study employs a mixed-methods approach, incorporating surveys and in-depth interviews with family business owners and stakeholders. It is expected that the findings will shed light on the specific creative and innovative practices that can be adopted by family businesses in Edo State to not only survive but also thrive in a competitive market environment. The research uncovers several key findings. It shows that family businesses that actively promote a culture of creativity and innovation tend to adapt more effectively to changing market conditions. These businesses are better equipped to identify new opportunities and remain resilient in the face of economic challenges. Furthermore, the study reveals that innovative practices, such as product diversification, adopting modern technologies, and implementing efficient management systems, play a significant role in the longevity of family businesses. The findings emphasize the importance of forwardthinking strategies and adaptability for family businesses in Edo State.
