2025-04-15https://repository.covenantuniversity.edu.ng/handle/123456789/48525Job creation and fostering innovation targets to achieve decent work and economic growth (SDGs 8) and industry, innovation and infrastructure (SDGs 9). This study assessed the contribution of entrepreneurial innovativeness to profitability of Students start-up businesses. Descriptive 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 start-up businesses that desire better business performance should adopt 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.H Social Sciences (General), HF CommerceArticle