Abstract
This study investigates how innovative accounting approaches influence entrepreneurial performance and business sustainability in developing economies experiencing sustained inflation and economic instability. It assesses the value of innovative accounting, the independent variable, and its impact on entrepreneurial performance, the dependent variable. Adopting a quantitative approach, the study utilizes secondary data from twenty-two firms (15 manufacturing companies, 5 pharmaceutical firms and 2 privately owned banks) in Nigeria as samples from 2019 to 2024, using simulated firm-level financial indicators. The relationship between accounting practices and entrepreneurial performance is examined using regression analysis. The results indicate that, under inflationary conditions, application of fair value and replacement cost methods improve the quality of financial information and supports more effective business decision-making that guarantee business sustainability. Consequently, this study recommends that, for better financial performance, entrepreneurs should integrate inflation-sensitive accounting practices to enhance reporting accuracy and strengthen entrepreneurial sustainability in developing economies.