UNLOCKING ENTREPRENEURIAL POTENTIAL: A STRATEGIC APPROACH TO BUSINESS GROWTH AND SUSTAINABILITY

Abstract

In today's rapidly evolving business landscape, entrepreneurs and small business owners face numerous challenges in sustaining growth and competitiveness. This paper explores the intersection of strategic management, innovation, and entrepreneurship, highlighting key drivers of business success. Drawing on global perspectives with a focus on West Africa, and using real-world examples, the paper identifies effective strategies for unlocking entrepreneurial potential. These include leveraging digital technologies, fostering a culture of innovation, adaptive leadership, and ecosystem collaboration. The analysis offers insights into entrepreneurial decision-making and provides practical recommendations for driving growth, improving resilience, and achieving long-term sustainability. This paper aims to stimulate discussion and inspire new thinking on the future of entrepreneurship and strategic business management.