Business intelligence and competitive advantage (A study of selected telecommunication firms in Nigeria)

The purpose of the study is to examine the relationship between business intelligence and competitive advantage in telecommunication industry in Nigeria. The business environment today complexity and volatile, as a result firms needs to be proactive in relation to decision-making processes so as to stay competitive and remain relevance in the industry. This study adopted a survey research design andsimple random sampling was used as the sampling technique which requires that the sample be taken in such a way that each sample (management staffin the selected telecommunication industry) in the sample frame has an equal probability of being selected. Multiple regression was applied to test the hypotheses. It was discovered that there is significant positive relationship between market orientation and competitive advantage, also significant positive relationship exist between innovation orientation and competitive advantage. It was concluded that market orientation and innovation orientation enhance competitive advantage. Market orientation encourage high-level performances of employees and market orientation is a vital factor which affects competitive advantage. Management actively seek innovative ideas, provide big opportunities in our industry, and coordination mechanism among departments in the process of product innovation results to competitive advantage. The study has expanded the knowledge on business intelligence and competitive advantage pointing out that market orientation goals are oriented towards customer satisfaction and it is a strategy to achieve competitive advantage.