THE INFLUENCE OF BUSINESS ANALYTICS ON COMPETITIVE ADVANTAGE
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Abstract: THE INFLUENCE OF BUSINESS ANALYTICS ON COMPETITIVE ADVANTAGE
This study aims to explore the influence of business analytics on gaining competitive advantage and sustaining organizational success within dynamic market environments. The objectives include examining how analytics tools and techniques enable organizations to differentiate their offerings, improve customer satisfaction, and optimize operational efficiency. A survey research design is employed to gather quantitative data from 300 participants using the Taro Yamane formula to ensure a statistically significant sample size. The case study focuses on a technology startup in Ogun, Nigeria, recognized for its innovative use of analytics to disrupt the industry and gain market leadership. The reliability coefficient score, measured through internal consistency checks, is 0.88, indicating strong reliability of the research findings. Findings indicate that business analytics empower organizations to identify market trends, capitalize on consumer insights, and make informed strategic decisions. The study recommends that businesses invest in advanced analytics capabilities, foster a data-driven culture, and continuously monitor market dynamics to sustain competitive advantage and achieve long-term growth in competitive markets.
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