| Abstract |
Deployment of business intelligence (BI) in organizations is not a new phenomenon, but strategic use of them leading to sustained competitive advantage, is still new. Although many recent literatures on big data covering various BI issues, it still lacks comprehensive studies of successful BI deployment and its relationship with sustainability of organizations. This paper highlights these issues in the context of telecommunication industry by using qualitative method. Four Malaysian telecommunications service providers are studied via interviews with key personnel, whom are involved in decision-making tasks in their organizations. Contents analysis is then performed to extract factors and variables and later a comprehensive model of BI for Sustainable Competitive Advantage is developed. The results of the interviews identify nine major variables affecting successful BI deployment as; Quality Information, Quality Users, Quality Process, BI Governance, Business Strategy, Use of BI Tools, Organization Culture and BI Benefits. BI is believed to be the main source for acquiring knowledge in sustaining competitive advantage in telecommunication companies. |