@article{CRSIJ26000155,
                  author = {Dr. Adebayo Adeyinka Toheed, Quadri Tunde Adeniji, Olajide Alade Raji},
                  title = {New Product Development and Business Sustainability Of Selected Mobile Phone Outlets in Abeokuta Computer Hub, Ibara, Abeokuta},
                  journal = {Cosmo Research and Science International Journal},
                  year = {2025},
                  volume = {1},
                  number = {6},
                  pages = {222-239},
                  issn = {3108-1584},
                  url = {https://cosmorsij.com/published/CRSIJ26000155.pdf},
                  abstract = {This study investigates the effect of new product development on business sustainability among mobile phone sellers in Abeokuta Computer Hub, Ibara, and Abeokuta. Specifically, the study examines how customers’ needs, new product penetration, new product competitiveness, and innovation of new products influence the sustainability of small-scale mobile phone businesses. A survey research design was adopted, with primary data collected through structured questionnaires from 141 respondents. The data were analysed using descriptive statistics and multiple regression analysis. The regression results reveal that the new product competitiveness (β = 0.790, p < 0.001) and innovation of new products (β = 0.241, p < 0.001) have positive and highly significant effects on business sustainability, implying that rapid innovation and competitive product features strongly shape the sustainability of business. Customers’ needs also exhibit a positive and significant effect (β = 0.384, p = 0.008), indicating that alignment with consumer preferences enhances business survival. In contrast, new product penetration shows a positive but marginally significant effect (β = 0.290, p = 0.051), implying a weaker independent influence. The study concludes that business sustainability in the mobile phone retail sector is largely driven by innovation intensity, competitive product dynamics, and responsiveness to customer needs. The study recommends that mobile phone sellers should strengthen customer-oriented strategies, adopt flexible and responsive inventory systems, and continuously monitor technological trends to remain competitive to sustain long-term business performance.},
                  keywords = {Business sustainability, new product development, product innovation, product competitiveness, customer needs},
                  month = {May}
        }