Does Business Intelligence and Analytics Leverage Dynamic and Operational Capabilities? An Empirical Study in a Brazilian Telecommunications Company

Despite growing investments in Business Intelligence and Analytics, the business value generation process associated with the adoption of these technologies is still unclear. Consequently, managers face difficulties in justifying such initiatives and subsequently evaluating their results. In this study, we propose and statistically evaluate a causal model that connects the availability of BI&A resources and capabilities in a company to its operational marketing capabilities. Marketing processes are critical for the generation of innovations in products and services and operational revenues, and thus for a firm\u27s performance and competitiveness. In order to assess our model, we applied structural equation modeling techniques to data collected in a large Brazilian Telecommunications company. Our results suggest that the positive effect of BI&A resources and capabilities on a company\u27s marketing capabilities is fully mediated by its dynamic capabilities. The practical and theoretical implications of our findings are discussed