Amadi, F. E.
Department of Business Administration, Faculty of Administration and Management, Rivers State University, Nkpolu-Oroworukwo, Port Harcourt, Rivers State
Email: favour.amadi@ust.edu.ng
and
Asawo, S. P.
Department of Business Administration, Faculty of Administration and Management, Rivers State University, Nkpolu-Oroworukwo, Port Harcourt, Rivers State
Email: soye.asawo@ust.edu.ng
ABSTRACT
This study examined the relationship between product innovativeness (predictor variable) andsustainability (criterion variable), measured through economic, environmental, and social sustainability, in Global System for Mobile (GSM) Communication Companies in South-South, Nigeria. The research is underpinned by Dynamic Capabilities Theory and Innovation Diffusion Theory, which collectively explains how innovation drives sustainable competitive advantage, stakeholder engagement, and technology adoption. Adopting a positivist research philosophy, the study employed a correlational and cross-sectional design, surveying 28 managers from four major telecom firms (MTN, Airtel, Globacom, 9Mobile) using a census sampling technique. Data was collected via a validated 5-point Likert scale questionnaire, with reliability confirmed through Cronbach’s Alpha (0.876–0.986). Descriptive statistics and Structural Equation Modeling (SEM) were used for analysis, revealing strong positive relationships between product innovativeness and economic (β=0.990), environmental (β=0.983), and social sustainability (β=0.984), all statistically significant (p=0.000). The study concludes that product innovativeness is a critical driver of sustainability, enhancing profitability, regulatory compliance, and social impact. Recommendations include prioritizing green innovations (e.g. energy-efficient infrastructure), expanding AI-driven digital services, fostering inclusive community-focused products, and strengthening public-private partnerships for policy and funding support to sustain long-term growth in Nigeria’s telecom sector.
Keywords: Product Innovativeness, Sustainability, Economic Sustainability, Environmental Sustainability, Social SustainabilityandCorporate Sustainability Strategies.
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