Transformative Strategies: The Impact of Technology and Innovation on Micro and Small Table Water Enterprises in Lagos, Nigeria

In today’s global market, businesses face intensive competition and challenges, and research has shown that through the proper usage of current technologies and innovations, some challenges of sustainable and human development can be addressed while also providing added value to the firm. Hence, this study examines the tactics employed by micro- and small-table water enterprises in Lagos, Nigeria, with an emphasis on how innovation and technology affect their ability to compete in the market and operate efficiently. A survey research design was adopted, and the study was based on convenience sampling. Samples from 50 micro and small enterprises in Lagos were surveyed. Data were obtained based on a convenience sample of five respondents from the management and marketing departments of each of the 50 enterprises (250 respondents). . In total, 216 usable questionnaires were returned. Data were analyzed using descriptive statistics, percentages, and t-tests. Validity and reliability tests showed that all variables were valid and reliable. The findings reveal that entrepreneurs using modern technology have a competitive edge, improving their networking and expanding their market reach, especially in e-commerce and transportation. However, many entrepreneurs struggle to implement these strategies because of the significant challenges. Small bottled water businesses often resist adopting new marketing technologies, which affects their success. The main barriers include strict government regulations, complicated registration, and limited funding. This study emphasizes the importance of these businesses in providing clean drinking water and suggests more government support and technological help. We also recommend further research in other Nigerian states.