A STUDY ON THE INFLUENCE OF CREATIVITY AND INNOVATION ON ENTREPRENEURIAL PERFORMANCE IN NORTH TAMIL NADU

Abstract

Entrepreneurship plays a crucial role in regional economic development, employment generation, and innovation-driven growth. In the contemporary competitive environment, creativity and innovation have emerged as essential capabilities influencing entrepreneurial success. This study examines the impact of creativity and innovation on the performance of entrepreneurs in North Tamil Nadu. Using a descriptive research design, data were collected from entrepreneurs operating small and medium enterprises across selected districts of North Tamil Nadu through a structured questionnaire. Statistical tools such as correlation analysis, regression analysis, and descriptive statistics were employed to analyze the data. The findings reveal a significant positive relationship between creativity, innovation, and entrepreneurial performance. The study highlights that innovative business practices, creative problem-solving, and product differentiation significantly enhance market performance, customer satisfaction, and profitability. The research provides valuable insights for policymakers, academic researchers, and practicing entrepreneurs to foster creativity-driven entrepreneurial growth in the region.