Abba Kabir Sani, Murtala Aminu Ibrahim PhD, Najafi Auwalu Ibrahim PhD, Abubakar Hamisu Umar
Federal University Kashere, Bayero university Kano, University of Lay Adventists of Kigali Rwanda, Northwest university, Kano
Abstract
In an era of rapid technological advancement, businesses increasingly seek innovative approaches to streamline operations, reduce costs and respond to needs and wants of their customers and enhance competitiveness and performance through automation, Over the last decade, the increasing awareness of entrepreneurs and the improving understanding of their role in business life is attributed to the growing number of studies on entrepreneurial Innovation (EI). This study aims to conceptually discuss the moderating role of Artificial intelligence on the relationship between Entrepreneurial innovation and Business performance based on resource based theory. The model developed in this study consists of three independent variables (product innovation, process innovation and market innovation), one dependent variable (Business performance), and one moderating variable (Artificial Intelligence).The study adopts a quantitative approach through a comprehensive review of literature and case studies, the study demonstrates that the integration of AI into entrepreneurial ventures not only accelerates business performance but also enables more innovative, flexible, and resilient business models, This study contributes to the fields of entrepreneurship, AI, and business performance by elucidating how AI can serve as a strategic tool for entrepreneurs to better harness innovation in the performance process. The findings further underscore the importance of integrating AI into innovation-driven business models and offer recommendations for firms aiming to leverage AI to achieve competitive advantages to enhance their performance.
Published
November 2025
ISSUE
VOL.6.NO.1
Citation
Abba Kabir Sani, Murtala Aminu Ibrahim PhD, Najafi Auwalu Ibrahim PhD, Abubakar Hamisu Umar (November 2025). MODERATING ROLE OF ARTIFICIAL INTELLIGENCE ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL INNOVATION AND BUSINESS PERFORMANCE OF SMES IN KANO. International Journal of Marketing and Management Sciences,(VOL.6.NO.1), 303 - 320.
APA format
Abba Kabir Sani, Murtala Aminu Ibrahim PhD, Najafi Auwalu Ibrahim PhD, Abubakar Hamisu Umar. "MODERATING ROLE OF ARTIFICIAL INTELLIGENCE ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL INNOVATION AND BUSINESS PERFORMANCE OF SMES IN KANO." International Journal of Marketing and Management Sciences, vol. , no. VOL.6.NO.1, November 2025, pp. 303 - 320.
MLA format
Abba Kabir Sani, Murtala Aminu Ibrahim PhD, Najafi Auwalu Ibrahim PhD, Abubakar Hamisu Umar. November 2025. "MODERATING ROLE OF ARTIFICIAL INTELLIGENCE ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL INNOVATION AND BUSINESS PERFORMANCE OF SMES IN KANO." International Journal of Marketing and Management Sciences , no. VOL.6.NO.1: 303 - 320.
Chicago format
Abba Kabir Sani, Murtala Aminu Ibrahim PhD, Najafi Auwalu Ibrahim PhD, Abubakar Hamisu Umar (November 2025). "MODERATING ROLE OF ARTIFICIAL INTELLIGENCE ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL INNOVATION AND BUSINESS PERFORMANCE OF SMES IN KANO." International Journal of Marketing and Management Sciences, vol. , no. VOL.6.NO.1, pp. 303 - 320.
Harvard format