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The Role of Business Intelligence in Digital Transformation and Competitive Advantage
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Author(s): Khalil Omar (University of Petra, Jordan), Jamal Zraqou (University of Petra, Jordan), Wesam Alkhadour (University of Petra, Jordan)and Jorge Marx Gómez (University of Oldenburg, Germany)
Copyright: 2026
Pages: 22
Source title:
Strategic AI Integration in Business Intelligence
Source Author(s)/Editor(s): Abdelraouf Ishtaiwi (University of Petra, Jordan), Ahmad Al-Qerem (Zarqa University, Jordan), Mohammad Al Khaldy (University of Petra, Jordan)and Mohammad Alauthman (University of Petra, Jordan)
DOI: 10.4018/979-8-3373-6801-6.ch010
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Abstract
Business Intelligence (BI) has been acknowledged as a major driver in the paradigm of digital transformation, which is befallen by multitudes of complexities. Though the potential value that Business Intelligence can add to an organization is well acknowledged and respected, properly implemented and effectively utilized systems fail to exist within organizations for them to leverage such qualities into a sustainable competitive advantage. This chapter, therefore, takes a shot at this challenge by proposing an integrated framework for aligning BI capabilities with initiatives and strategic objectives of digital transformation. The technological, organizational, and strategic aspects of BI implementation will reveal those critical success factors that foster competitive advantage within environments undergoing digital transformation. Results show that firms getting an edge through BI show st͏rɒng alignment between BI skills and digital change plans, putting in place better data rules, and building thinking cultures around analysis.
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