Adopting Business Intelligence towards Strategic Ambidexterity as Digital Marketing Matters

Proceedings of The 4th International Conference on New Trends in Management, Business and Economics

Year: 2023

DOI: https://www.doi.org/10.33422/4th.icnmbe.2023.04.001

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Adopting Business Intelligence towards Strategic Ambidexterity as Digital Marketing Matters

Areej Faeik Hijazin, Professor Javier Tamayo Torres, Khalid Hasan Al jasimee

ABSTRACT: 

To survive in dynamic and fiercely competitive environments, companies are forced to simultaneously offer digital tools and solutions to thrive, although the literature indicates the value of business intelligence on companies, few studies on how to combine business intelligence and digital marketing in improving strategic ambidexterity. The study aims to examine the impact of business intelligence on strategic ambidexterity and analyze the moderator role of digital marketing in the relationship between them. The qualitative data was collected through surveys, A total of 307 employees from 3 companies of managerial levels in the telecom sector. Data analysis was carried out using SPSS version 23 software. Different analytical techniques were implemented to analyse the data and report the hypothesis testing results. Particularly, demographic statics were considered to describe the demographic profile of respondents along with the normality checks and validity and reliability tests which were also reported. Furthermore, hypothesis testing results were reported based on multiple regression. The study results indicated a significant relationship between business intelligence and strategic ambidexterity, and digital marketing moderates the relationship between business intelligence and strategic ambidexterity, The study recommends that companies strategically and operationally use B.I. and ambidexterity to explore and exploit opportunities for creating service innovations, improve organizational performance, and use D.M. to strengthen competitive advantage through learning, analysis, regeneration, and technological changes.

keywords: business intelligence, strategic ambidexterity, digital marketing, exploration, exploitation