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A demoralizing effect on the enterprise is the cataclysm brought about by the spread of COVID-19. A survey of the information on the impact of COVID-19 on the entrepreneurship-based SME put forward that before it improves, the economic implications of this COVID-19 outbreak will deteriorate for entrepreneurship-based SMEs and their workforces. This article presents pragmatic and proactive strategies to resolve the uncertainties and threats that are especially predominant in the present enterprise setting and to assist in balancing its deleterious influences.

The examination researches the impacts of cultural identity on entrepreneurial performance in the southern Nigeria. The examination connected a cross-sectional overview approach in choosing the small- and medium-scale enterprises (SMEs) in south-south district who reacted to an organized poll. The Spearman’s rank correlation coefficient and structural equation modeling (PLS-SEM 3.2) were utilized in analyzing. The examinations show that there is an association between family structure, communal spirit and entrepreneurial performance. Nevertheless, there is a weak connection among individualism orientation, profitability and survival. The examination reasoned that SMEs could raise performance by embracing significant antecedents of cultural identity from successful cultural groups.

The point of this study is to review the effect of entrepreneur education on the venture intention among the female undergraduate in the Nigeria University. The structural equation modelling was used in the equation analysis. The findings of the study will increase the awareness and acumen of entrepreneurship among female students. The analysis will help in developing entrepreneurial skills and aptitudes in the university’s business curriculum, which provides far-reaching exposure of critical thinking sessions that stimulate the generation of business ideas. It also helps to tailor business ideas to study and interest activities to motivate active participation, inspired progressively in the Nigeria ambience.

The need for continuous improvement in the quality of products and services calls for methodology and strategy that will enhance performance in businesses. When there is a reduction in waste during production, it will give room for a better product and services which at the same time improves the profits of the organization. On the other hand, technology is a means by which processes and skills are introduced into the production of goods and services to achieve organizational goals, and this has been proven effective during COVID-19 lockdown. Technology is more of a scientific investigation that brings transformation into business performance, mostly in the manufacturing industry. This study was ventilated through analysis of relevant themes and premised on the narrative discourse of the structures of the study. This chapter examined how Six Sigma, waste reduction methods and technology, brings change and success in the business performance in the manufacturing system. The chapter discusses the impact of technology and the application of Six Sigma in achieving sustainable business processes during COVID-19 in Nigeria's manufacturing system. The study concludes that Six Sigma is a veritable approach to elicit worthy results in any period especially during a pandemic when everything is no longer working perfectly. Six Sigma and disruptive technology have helped the majority of organizations to stay above board in accomplishing their business performance.

This chapter theoretically examined coronavirus (COVID-19) and entrepreneurship in Africa. Also, the challenges and opportunities of small and medium enterprises (SMEs) innovation were assessed. The researchers adopted a qualitative method to review secondary data, information from previous kinds of literature including pertinent internet sources and working papers. Similarly, the chapter considered an innovative-based perspective of entrepreneurship and explicates the emerging opportunities created by COVID-19. The chapter also analyzed the COVID-19 and its effect on entrepreneurship in Africa by identifying and discussing existing challenges caused by the pandemic. Furthermore, some information about the nature of COVID-19 and its effects in Africa were adequately evaluated. Gleaned evidence from literature revealed that there is a possibility that the unpremeditated damage to entrepreneurship in Africa as caused by the COVID-19 could be persistent. The chapter also showed that the emergence of the COVID-19 has threatened the survival of businesses especially SMEs, thereby increasing the level of unemployment across the African continent and has generated critical challenges for entrepreneurship development. Finally, the chapter will add to the evolving challenges and opportunities of entrepreneurship in Africa. However, entrepreneurs can build on the strengths of innovative activities to develop a survival mindset, develop financial resilience and adjust business archetypes to the realities of COVID-19 and post-COVID-19 era which in the short and long term can accentuate entrepreneurship development within African continent.

Most aspects of brand loyalty rely heavily on brand awareness. However, the information processing of brand awareness in customers, which is significant in buying decisions or customers' feedback experiences, is still unknown in the available literature. This study investigates how dynamic brands awareness affect customers in buying what they buy and how they buy them. The current study's entire goal is to comprehend the phenomenon of customer preferences and choices in the Nigerian context. The study asserts that there is a need to provide critical information that will improve customers' hypotheses testing in making a choice and preferences in creating brand awareness. It is necessary for brand builders and marketers to achieve and maintain the ultimate level of awareness through great gift items, pricing tactics, sales promotion, and sponsorship of programmes and events creatively and consistently. Meaningful customer relationship management programmes and activities must be established to constantly improve brand awareness.

The COVID-19 bubonic plague, ravaging and reoccurring in waves globally, has impacted all aspects of human lives including the understanding and practice in the marketing discipline. The situation has pushed human behavior to its fringes with measures such as complete and partial lockdown of communities, cities and countries enforced to mitigate spread. Hence, consumers appeared to have subliminally reviewed their priorities in life as evident in the buying of essentials, neighbourhood shopping and the shift from offline to online buying behavior. Prior to the emergence of the viral disease, there has been a gradual change in consumer behavior, with respect to buying practices, and firm behavior with respect to distribution and supply chain management; largely induced by advances in technology and e-commerce. However, the COVID-19 pandemic appears to have raised the bar and accelerated behavioral change in consumers and marketing organizations. With the attendant economic instability, consumers and organizations are experiencing behavioral transformation in response to the perceived vanities of life, changes in market dynamics, market -competitiveness, and the larger economic indices. In addition, there has been observable decline in capacity utilization and employee retention in response to the forced drop in demand and corresponding supply. This book chapter, with the aid of an in-depth review of literature, discusses the effects of COVID-19 on consumer and firm behavior with emphasis on the consequences of the sustained economic disruption for marketing strategies and policies. This was hinged on the relativity of business down cycles to the present pandemic in providing a basis for future post-COVID-19 crisis studies in order to understand consumer sentiments to crisis and its implications in the marketing discipline.

The unseen benefit of the COVID-19 pandemic in Nigeria is that it presented an insight into the contributions of the manufacturing industry to the socio-economic development of the nation. During the pandemic, the unavailability of Personal Protective Equipment (PPE) have demonstrated the low production capability of the Nigerian manufacturing industry to provide essential materials and equipment required by the health sector. This availability of these facilities is vital for the sustenance of public health and lives of frontline health workers. Consequently, this challenge resulted in an increase in infection and deaths of frontline health workers which could have minimized if there were adequate provision of PPE local production. Hence, this study postulates that the COVID-19 pandemic is an entrepreneurial opportunity in Nigeria, especially for the mass production of PPE to service the health sector of Nigeria and sub-Saharan Africa. The study therefore investigated the challenges of entrepreneurship in Nigeria's manufacturing industry and examined how the strategic partnership between educational institutions, corporate bodies and the government can be optimized. Utilizing a qualitative research methodology based on scholarly journals and interview sessions, the study revealed that Nigeria's manufacturing capability is low due to Nigeria's age-long protectionist tendency, lack of integration of entrepreneurship skill in the industry, inadequate knowledge of financial knowledge, lack of synergy in the industry, among others. The study recommended a strategic framework for Nigeria's manufacturing industry for the production of PPE in form of a helix model after an overhauling of the production process of the industry.

The global pandemic has been an issue of concern to every nation of the world. The effect of COVID-19 on entrepreneurial activities has engendered a lot of discussions in existing and ongoing literature. This chapter investigates the challenges, impact and opportunities available to social entrepreneurs in the Nigerian context. The study revealed the role of social entrepreneurs and COVID-19 pandemic incidence and effect in Nigeria. The state mechanism is deemed an accelerator and a stimulus needed to eventually steer investment and economy growth, taking into account the Nigerian social challenges complexities and dynamism; the challenges are too immense to be handled efficiently by the government. The idea of development in the Nigerian context remains an area of learning, which has evolved as a sub-set of entrepreneurship practices and theories. Therefore, it is recommended that the Nigerian government programmes be structured to build enabling environments to promote highly enthusiastic social entrepreneurs who are imaginative and revolutionary in contributing positively to achieve better socio-economic results while encouraging social entrepreneurs' emergence.