NAVIGATING GLOBALIZATION THROUGH ENTREPRENEURSHIP: THE ROLE OF COMMUNITY, LANGUAGE AND CULTURE IN NORTH EASTERN NIGERIA

Abstract

Globalization reshapes economic landscapes by dissolving traditional boundaries, while
simultaneously amplifying the value of local knowledge and connections. This paper examines how
entrepreneurial ventures can successfully navigate these global shifts by harnessing the power of
community, language, and culture in North – Eastern Nigeria. By tapping into robust local networks,
entrepreneurs gain not only the resilience and support needed to weather competitive pressures but
also the innovative spirit that drives market disruption. Language emerges as more than a
communication tool—it is a bridge that connects diverse cultural perspectives, enhances
collaborative potential, and facilitates effective cross-border negotiations. At the same time, culture
provides a rich source of identity and creativity, inspiring entrepreneurial approaches that honor
tradition while embracing modernity. Through an integrated framework, this study demonstrates that
by aligning global ambitions with the unique strengths of local communities, entrepreneurs can
foster inclusive growth, drive sustainable innovation, and ultimately, shape a more interconnected
and dynamic global economy.