Business Intelligence Systems and Organization Performance the Role of Competitive Advantage as a Mediator Variable

This research investigates Business Intelligence Systems (BIS) contribution to improved Organizational Performance (OP) in the Information and Communications Technology (ICT) industry of Jordan with an emphasis on the mediating effect of competitive advantage. BIS facilitates identifying weaknesses and strengths in operations, facilitates wise decision-making, assists in framing efficient business strategies, and consequently contributes to improved performance. Data for the study were gathered from a questionnaire distributed to 143 ICT firms in Jordan, and Partial Least Squares (PLS) analysis was employed to investigate the interrelationship between BIS, competitive advantage, and OP. The results show that competitive advantage completely mediates the relationship between BIS and OP, i.e., the adoption of BIS is required but does not directly affect enhanced performance. Organizations need to develop a good competitive edge and maintain effective coordination among BI specialists, managers, and cross-functional teams to realize the advantages of BIS effectively. Organizations can make strategic decisions, respond to market dynamics, and surpass competitors accordingly. This study provides useful insights for ICT companies in Jordan—and indeed the broader Middle East—on how BIS can solve performance issues, improve decision-making, and achieve a competitive advantage in an ever-evolving market.