Impact of Business Intelligence on Product Innovation: A Pragmatic Analysis of Automobile Manufacturing Companies of Sindh, Pakistan.

Abstract

Intent of the current research study is to analyse the dynamics of business intelligence on product innovation the business intelligence plays a vital role in the automobile industry in the providence of Sindh. The current study was incorporate the resource-based view theory has a significant role for the utilization the capabilities and resources of the firm available with regarding the competitive intelligence and the business intelligence towards the automobile industries. Thus, the research contributes the application of new knowledge and techniques, for future competitive advantage from the business environment, the emerging technologies, and the governing situation in which the companies are competes and the rival of new competitors and the consequences. More research also contributes the value addition and new knowledge the induction of business intelligence. The study is based on survey research the target population of the study were Managers and Engineers of the automobile manufacturing firms in Sindh Pakistan; cluster sampling technique is employed with close ended questionnaire on five-point Likert-scale was provided to respondent for the responses. The data analysis through the approach of smart pls, to examines the mediating effects and the direct impact on the product innovations to increase the firm productivity. The results reveals that a significant mediations effects established and also established product innovation in association of competitive intelligence, innovation intelligence.  The theoretical approach is assumed in this study based on cross sectional data and quantitative technique for future research qualitative and mix method could be applied, the target population may be other areas like pharmaceutical manufacturing firms, service and public sector. The current research study is for decision and policy makers to incorporate the business intelligence for the development of product innovation to get maximum competitive advantage from the business environment.