Original Research

A first step towards service-dominant logic as a new approach to overcome challenges in business intelligence

Pamela Clavier, Hugo Lotriet, Johan Van Loggerenberg
South African Journal of Economic and Management Sciences | Vol 17, No 2 | a414 | DOI: https://doi.org/10.4102/sajems.v17i2.414 | © 2014 Pamela Clavier, Hugo Lotriet, Johan Van Loggerenberg | This work is licensed under CC Attribution 4.0
Submitted: 19 July 2012 | Published: 06 March 2014

About the author(s)

Pamela Clavier, University of Pretoria, South Africa
Hugo Lotriet, UNISA, South Africa
Johan Van Loggerenberg, University of Pretoria, South Africa

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Abstract

High expectations are set for Business Intelligence (BI), yet it fails to consistently deliver accordingly: there are numerous reports of BI challenges and failures. Existing approaches to address BI challenges are largely found to be ineffective, highlighting the need for a new approach. This paper examines how BI is perceived or understood and establishes that, firstly, BI is inherently grounded in Goods-Dominant (G-D) logic and secondly, that this can be linked to the challenges that are experienced within BI. A recommendation is made for a shift to Service-Dominant (S-D) logic as a new avenue of exploration to assist in overcoming BI’s prevailing challenges. Identifying the inherent G-D logic in BI provides the first step necessary in making this shift. Research findings are based on an interpretive case study of a South African Banking institution as well as a literature review.

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