The relationship between creative thinking and product diversification among micro, small and medium enterprises (MSMEs) in Anambra state

This study examines the relationship that exists between creative thinking and product diversification among MSME in Anambra State. It employs a quantitative approach, utilizing primary data collected through a structured questionnaire administered to MSME owners and managers in Anambra State and interviews conducted. 331 management teams were purposively selected from registered MSMEs in the Anambra State. Data were gathered using a structured questionnaire, and the respondents' bio data were presented through simple frequency and percentage tables. Hypotheses were tested employing simple regression analysis, utilizing the Statistical Package for Social Sciences (SPSS version 27). The findings reveal that creative thinking has a positive significant relationship with product diversification. Based on the findings, the study recommended that providing incentives for businesses that implement creative strategies in their product diversification efforts could further encourage the adoption of creative thinking as a core component of their business practices, thus boosting their growth and competitiveness.