Agu, Monica NnennaAtogu, Chioma StellaAhmed, Hajarah Hassan2023-12-112023-12-112021-01-07Ahmed, H.H. et al. (2021). Creativity and Innovation as Tools for Sustainability of Corporate Market Share in Selected Fast Moving Consumers Goods (Fmcgs) in Enugu State Nigeriahttps://keffi.nsuk.edu.ng/handle/20.500.14448/2270The study assessed the influence of creativity and innovation on market share of FMCGs in Enugu state, Nigeria. The high risk associated with fast moving consumers' goods requires that managers have to be creative and innovative to sustain their market share in a competitive market such as Enugu state. The study relied on the equity theory for theoretical perspective of the study. The study adopted descriptive research design and sample size of 120 were selected using Taro Yamane formula. The study used content validity to validate the instrument and the study used cronbach alpha measure of internal consistency for reliability of the study. Multiple regression analysis was used for analysis, findings indicate that in Enugu state creativity, and innovation has significant influence on market share of FMCGs. The study revealed that creativity has largest influence on market share. The study concludes that firms have to be proactive to meet with changing market demand and competition. The study recommends that there should be effort to ensuring that management supports creativity and innovative ventures in the organization, as it influences the market share of the firms. The study validates the equity theory and contributes to knowledge on existing literature.enCreativity, Innovation, Sustainability and Market sharesArticle