Reflective Writing: Business Intelligence, Articles Analysis

This reflective writing assignment analyzes two articles on Business Intelligence (BI). The first article explores the incorporation of BI in organizational structures, emphasizing its benefits in decision-making, business process enhancement, and strategy improvement, supported by research and surveys. The second article examines patterns of BI systems use, focusing on frameworks for effective implementation, particularly in large organizations, while acknowledging limitations in data collection and the applicability to small and medium enterprises. The student provides a critical analysis, agreeing with some arguments while questioning methodologies and limitations, and offering insights into the practical implications of BI, including potential challenges and areas for improvement. The student reflects on the key lessons for BI practitioners and poses questions regarding BI's limitations and potential solutions. The student supports the authors’ arguments and provides a critical analysis of both the articles. The assignment includes a bibliography with relevant sources.

Running head: Reflective Writing On Business Intelligence
REFLECTIVE WRITING
ON
BUSINESS INTELLIGENCE
Name of the Student
Name of the University
Author Note:

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Article 1: Towards Better Understanding and Use of Business Intelligence
in Organization.
This article is based on the approach to incorporate the Business Intelligence in
organizational structure. In order to analyse whether the approach of incorporating Business
Intelligence has positive impact on the organizational structure, an investigation has been
conducted based on three aspect of business intelligence which are Resource Based, Maturity
Structure and Critical Success Factor. As well as I order to establish valuable research0 result
the researcher has also conducted a semi-structure survey in which it has included 20
organization to get their view point on this topic. Followed by the investigations and survey
result it has concluded that there are several benefits of Business intelligence in the
organizational field in order to provide effective decision making process, enhancement in
the business processes as well as it has also improved the business strategies, during the time
of investigation and survey the members of organizations has mentioned that the application
Bi in their business platform has helped to enhance their business services, strategies. Along
with these it has also supported their corporate culture and their information resources.
However, many of the organisation and developer has argued that there are few significant
drawback is also present while applying business intelligence in the any organizational
structure which includes the complex design of the BI system while developing in a large
organization. Since, the researcher has conducted the investigation based on the three
scientific theories which are Critical Success Factor, Maturity Model and RBV which has
effectively mentioned the issues related to the development of Business Intelligence. After
analysing this article in has been observed that the author has successfully addresses the point
regarding the application of Business intelligence in organizational structure since, the
fundamental objective was to determine the worthiness and importance of BI in any
organization. However, few organization has notified some limitations of BI in their

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organization, I am supporting the author’s argument. Considering the rapid growth of the
business platform it is essential to incorporate effective as well as efficient service procedure
which will led the business, thus I believe that the incorporation of BI in the organizational
structure is necessary as it provides effective decision making process as well as provides
advance marketing strategy which drives the business productivity. Followed by the article I
have also noticed and supported the application of BI as in the survey it is mentioned that
among 20 organization 2 organization of telecommunication and marketing agency has
mentioned that the incorporation of BI in their business structure has improved their business
benefit by improving the customer engagement as well as enhancing the marketing strategies.
There are several major aspects of BI has been covered in this study. However, according to
my convenience the key factor of this article is the investigation based on three scientific
theories which includes CSF, Maturity model and RBV. After conducting the investigation
based on the aspect of CSF it has been noticed that followed by the major aim to address the
business objectives it has helped by effectively managing the business procedure, reduced the
risk factors of business services and offered the most effective solution by analysis the
current market position. Along with this the investigation of RBV and Maturity Model on BI
has also establishes a key lesson as by the investigation on the basis of these three aspects it
has been observed that the organization an improve their business by incorporating BI in their
business model as this concept offers the facility to implement dynamic resource
management, which can help the organization to make decision by analysing the dynamically
changing resources. Along with this the aspect of maturity has determined that BI has a
significant number of maturity structure in it as it offers comprehensive development in the
business field. While discussing about the establishment of this article on the basic of
effective research methodology and valid result, the readings present in the article are most
relevant as well as the readings has successfully establishes the view point of how the

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application of Business Intelligence has supported the business growth of any organisation
and how it has offered benefits to the organizations compared to the conventional procedures.
Considering the major advantages of the applications of BI in businesses, the article
has mentioned that there are also few limitations present in it. However, the article has not
covered the detail of those limitations and how those limitations can be mitigated. Thus, the
questions raised in my mind are mentioned below:
 What are the major limitations of incorporating the Business intelligence in the
business structure?
 How to mitigate those factors?
Article 2: Patterns of business intelligence systems use in organizations
The fundamental objective of this article is to determine the framework or patterns
utilized by the organization in order to implement an effective Business intelligence system
in the business model of any organization in order to incorporate efficient decision making
approach. According to this study the concept of Business intelligence is termed as an
Umbrella, since it consists a large scale decision support system (DSS). Along with that the
article has mentioned that in the field of IT services the incorporation of Business Intelligece
has a significant influence. In order to describe the factor that the approach of business
intelligence uses the pattern or framework of Gorry and Scott Morton for the betterment of
the decision making feature of any organization. In order to establish the fact that Business
Intelligence has supported the organization in a huge extend, in this study an investigation
has been conducted on 86 decision and 8 business intelligence system which has supported
the above decisions and later on according to the investigation result a framework has been
determined which is utilized by the Business Intelligence system. The determined framework
the empirical and theoretical functionalities in order to develop BI system with high quality.

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The framework also consist of the features which offers effective business strategy
implementation. Followed by the article it has mentioned that only the BI system cannot
support effective business management process, thus the incorporation of enterprise Business
Intelligence system in essential in order to support the decision control process and
operations of any organization. A brief description of the importance of functional Business
intelligence is present in this study. The paper has also included the limitations of regarding
the transfer theory present across the Decision Support System domain. After the conduction
of secondary qualitative analysis several limitations mentioned in the in approach are
mentioned in this article, which includes the limitation regarding data collection and
investigation procedure. In this article the determined framework showed based on the
investigation result that, the implementation of Business Intelligence is not much effective for
small enterprises since, the result has proven that large organizations are getting significant
benefits from this facility. While considering the research validity in this case study it has
followed secondary qualitative data collection method which was only based on the large
organization. The investigation was fundamentally based on two theoretical process which
includes the Gorry and Scott Morton framework for decision support systems and the dual
process theory of decision cognition and it has also covered the analysis on the general
framework as well. However, according to my opinion it will be biased since, the study has
not conducted any investigation to determine the effect on small or medium enterprises. The
main focus of this study was to determine the framework which are used by Business
Intelligence to large enterprises. Based on the readings of the article, it has shown how the
functional framework helps the organization in their business enhancement. However the data
collection and analysis methodologies selected by the authors is not much relevant thus, the
validation of the investigation is less. After analysing the entire article I have notice that three
are several key lesson which has mentioned that how incorporation of Business Intelligence

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has improved the business strategies and decision making process of large organization. The
case study has conducted analysis on a particular case study in which the investigation was
performed on two systems, which has successfully determined the effectiveness and
limitations of the approach of functional business intelligence.
According to my convenience this article has not successfully implemented the
investigation on business intelligence framework considering large as well as small
organization. Thus, there are several questions present in my mind which are mentioned
below:
 However, the article has establishes the research result but the methodology chosen
by the author is not satisfactory. Why the researcher has chosen secondary qualitative
methodology in order to investigate a problem related to the practical business
platform?
 Why the investigation has not conducted on large as well as small mediums?
 Why the functional Business Intelligence framework is not appropriate for small
enterprise?
 What aspects should be followed in order to develop a framework appropriate for the
small businesses?

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Bibliography:
Arnott, D., Lizama, F., & Song, Y. (2017). Patterns of business intelligence systems use in
organizations. Decision Support Systems, 97, 58-68.
Elbashir, M. Z., Collier, P. A., Sutton, S. G., Davern, M. J., & Leech, S. A. (2013).
Enhancing the business value of business intelligence: The role of shared knowledge
and assimilation. Journal of Information Systems, 27(2), 87-105.
Guarda, T., Santos, M., Pinto, F., Augusto, M., & Silva, C. (2013). Business intelligence as a
competitive advantage for SMEs. International Journal of Trade, Economics and
Finance, 4(4), 187.
IşıK, Ö., Jones, M. C., & Sidorova, A. (2013). Business intelligence success: The roles of BI
capabilities and decision environments. Information & Management, 50(1), 13-23.
Khan, R. A., & Quadri, S. M. K. (2014). Business Intelligence: An Integrated
Approach. International Journal of Management & Innovation, 6(2).
Kumari, N. (2013). Business intelligence in a nutshell. International journal of innovative
research in computer and communication engineering, 1(4), 969-975.
Laursen, G. H., & Thorlund, J. (2016). Business analytics for managers: Taking business
intelligence beyond reporting. John Wiley & Sons.
Olszak, C. M. (2016). Toward better understanding and use of Business Intelligence in
organizations. Information Systems Management, 33(2), 105-123.Sauter, V. L.
(2014). Decision support systems for business intelligence. John Wiley & Sons.
Silverman, D. (Ed.). (2016). Qualitative research. Sage.

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Turban, E., Sharda, R., & Delen, D. (2014). Decision support and business intelligence
systems (Vol. 9). Pearson.
Vukšić, V. B., Bach, M. P., & Popovič, A. (2013). Supporting performance management with
business process management and business intelligence: A case analysis of integration
and orchestration. International journal of information management, 33(4), 613-619.
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