Abstract:

This study sought to assess the contribution of entrepreneurial innovativeness on profitability of Students business start-ups. Descriptive survey research design was employed in the study.120 selected post graduate and undergraduate students of Covenant University Ota, Nigeria were obtained through a simple random sampling technique. The result reveals that innovativeness embedded in competitive aggressiveness is a predominant predictor of profitability.  The study recommends that firms who desire better business performance should adopt rapid innovative entrepreneurial orientation and align it with basic aspects of their income generation and management activities to improve productivity and their corporate image in order to be better positioned.