Business Model Innovation and the Performance of Multi-Sector Enterprises: A Study of Selected Service Marketing Companies in FCT-Abuja

Abstract: This study examined the relationship between business model innovation and the performance of multi-sector enterprises, with specific focus on selected service marketing companies in the Federal Capital Territory (FCT), Abuja, Nigeria. The study was driven by the growing need for firms to adapt to rapidly changing markets through innovative approaches to value creation, service delivery, customer engagement, and revenue generation. The research adopted a cross-sectional survey design and collected primary data from 102 managerial employees across six selected service marketing companies, chosen based on their operational diversity and strategic market presence. Key variables of business model innovation—value creation process redesign, technology-driven delivery, and customer re-engagement—were assessed in relation to enterprise performance indicators, namely customer retention, market adaptability, and revenue diversification. Data were analysed using Pearson Product Moment Correlation with the aid of SPSS v23. Findings revealed significant and positive relationships among all the studied variables, indicating that business model innovation strategies play a critical role in enhancing the performance of multi-sector enterprises. Specifically, value creation process redesign was strongly associated with customer retention, technology-driven delivery with market adaptability, and customer re-engagement with revenue diversification. The study concludes that embracing business model innovation is essential for service marketing firms seeking to remain competitive and sustainable in dynamic markets. It recommends that firms invest in redesigning their business processes, adopt digital tools for service delivery, and develop strategic customer re-engagement mechanisms. Keywords: Business Model Innovation, Performance, Value creation, Process design, Customers engagement. Title: Business Model Innovation and the Performance of Multi-Sector Enterprises: A Study of Selected Service Marketing Companies in FCT-Abuja Author: Dare Daniel Joseph, Juliet Ede Ngozi International Journal of Novel Research in Marketing Management and Economics ISSN 2394-7322 Vol. 13, Issue 1, January 2026 - April 2026 Page No: 11-20 Novelty Journals Website: www.noveltyjournals.com Published Date: 23-February-2026 DOI: https://doi.org/10.5281/zenodo.18743869 Paper Download Link (Source) https://www.noveltyjournals.com/upload/paper/Business%20Model%20Innovation%20and%20the%20Performance-23022026-6.pdf