Market acuity, entrepreneurial hustle, and resilience of nascent entrepreneurial ventures

This study aimed to explore the relationship between market acuity, the ability to recognize competitive environments clearly and anticipate and react adequately to the customers’ needs therein) and resilience of nascent entrepreneurial ventures, and examine the mediating role of urgency and unorthodoxy (i.e. entrepreneurial hustle). Using a two-way parallel mediation involving urgency and unorthodoxy, on data from 413 entrepreneurs from large markets in Abuja, Nigeria, the study explored the influence of market acuity on the resilience of new entrepreneurial ventures. The study finds that entrepreneurial hustle mediated the path through which market acuity directly impacts the resilience of nascent entrepreneurial ventures. This study confirms the knowledge-based view and entrepreneurial action theory as solid bases for entrepreneurial resilience and also highlights essential issues driving the resilience of nascent entrepreneurial ventures in a developing economy like Nigeria.