This study investigates the reconceptualization of architectural practice in emerging economies from a predominantly design-centered discipline into an entrepreneurial venture capable of achieving sustained profitability and market relevance. While design thinking remains central to architectural innovation, it inadequately addresses critical business dimensions such as strategic positioning, revenue diversification, and financial sustainability. Adopting a survey-based empirical research design, data were collected from 176 practicing architects in Nigeria using a structured questionnaire to examine the relationships between entrepreneurial orientation, business model innovation, and firm performance. The findings indicate that architectural firms demonstrating strong entrepreneurial orientation, particularly in innovativeness and proactive market engagement, are significantly more likely to adopt innovative business models. These models, including service diversification, strategic partnerships, and technology-driven delivery systems, are shown to have a positive and significant impact on firm performance, especially in terms of revenue growth, client acquisition, and competitive positioning. Furthermore, regression analysis reveals that entrepreneurial orientation indirectly enhances profitability through its strong influence on business model innovation. The study concludes that the sustainability and competitiveness of architectural practice in emerging economies depend on the integration of entrepreneurial strategies and innovative business frameworks beyond traditional design service models, thereby positioning architects as strategic actors within the broader built environment value chain.
John et al. (Mon,) studied this question.