IMPACT OF TEAM CREATIVITY ON SUSTAINABILITY OF LUBRICANT FIRMS IN ANAMBRA STATE

Abstract

In the dynamic business landscape of Anambra State, Nigeria, the sustainability
of lubricant firms has become a critical imperative. This study examined the profound
impact of team creativity on the sustainability of lubricant firms. Anambra State's business
ecosystem is characterized by various challenges, including limited resources, regulatory
complexities, and environmental concerns. In this context, sustainability is not just a
buzzword but a strategic necessity. Additionally, the study explored the influence of
leadership and organizational culture in fostering team creativity. The theoretical
underpinning of this research lies in the Resource-Based View (RBV), emphasizing the
significance of valuable, rare, inimitable, and non-substitutable resources and capabilities
for competitive advantage. The study concludes that promoting team creativity can help
lubricant firms overcome these challenges and thrive in a dynamic business environment.
The findings highlight that team creativity plays a crucial role in driving innovation,
problem-solving, enhancing customer experiences, and addressing environmental and
social responsibilities. Recommendations included fostering a culture of curiosity and
experimentation, creating cross-functional teams, implementing robust feedback
mechanisms, and developing comprehensive sustainability strategies.