By using systems, organizations can increase the flow of information by getting the right information, in the right place and with the right person, at the right time. A system that has become more common today are Business Intelligence systems, which aims to support the decision-making process within organizations. Over the last decade, cloud systems have also become more common. Cloud systems are provided on cloud platforms over the Internet and are delivered like services. The adoption and use of such cloud services differs from the implementation and the use of traditional systems, which are implemented on premise by the customer. The system supplier has huge control over the cloud system, which leaves the customer with less control. The purpose of this study is to identify challenges that can arise when adopting and using a cloud- based Business Intelligence system, from a customer perspective. By using a case study design, we want to identify the different challenges that the customer may face when adopting and using such a system. This study is based on several literature reviews on topics such as Business Intelligence systems, cloud services, information security and user resistance etcetera. This study is also based on four qualitative interviews, from two respondents that sell the current cloud-based Business Intelligence system, as well as from two respondents who have chosen to use the system in their organizations. The study results in a conclusion that presents four overall themes that include a variety of challenges. The challenges relate to themes such as time to get started, information security requirements, needs of education and support and lastly, understanding the systems and its user interface. Several of the challenges can be specifically associated with the nature of systems and how the system is delivered, the customers’ knowledge has also been shown to be a significant aspect. Keywords: System adoption, System usage, Cloud service, Business Intelligence systems

An information society under constant development enables organizations to have access to a growing supply of information. Handled in an efficient manner, information can be a valuable, competitive resource. This can be achieved by investing in a Business Intelligence system (BI system). BI system's main function is to manage large amounts of unstructured data, convert it into useful information, which in turn will be used as a basis for performance management. The purpose of this study is that, through qualitative, semi-structured, in-depth interviews, to examine the perceived benefit of using BI systems to support business governance. This benefit is analyzed using theories such as traditional, bounded and flexible-bounded rationality, cognitive bias and theories of man's ability to think intuitively and reflective. The benefits of BI systems will also be analyzed using the theories of the communication process, conflicts in decision making and DIKW pyramid describing the process data, information, knowledge, wisdom. It also analyzes the benefits of BI systems using agency theory. The results show that users of BI systems are experiencing the benefits as follow: BI systems provide increased access to information in the organization, increasing the ability to handle large amounts of information, creating more fact-based decisions, freeing up time for analysis, reducing opportunistic behavior and facilitates internal communication. This creates flexibility in the bounded rationality, a more reflective decision-making process that improves the prospects to make rational decisions. Users go higher up in DIKW pyramid. BI systems reduce the information asymmetry between principal and agent. BI systems reduce uncertainty in decision reducing the risk of conflict. Training and practice are essential for BI systems to generate benefits. Unlike previous research, this study shows that BI systems are well integrated into organizations as well as live up to expectations. A new aspect of BI systems is that they reduce the risk of opportunistic behavior.

Avec plus de 100.000 transactions chaque année, les marchés publics représentent près de 10 % du PIB français. Pourtant, peu de travaux en sciences de gestion ont tenté de comprendre les manoeuvres stratégiques qui facilitent l'accès des entreprises à la commande publique. En s'appuyant sur la théorie des réseaux, le but de cette thèse est, justement, d'étudier l'impact de l'environnement relationnel des entreprises. Nous proposons, ainsi, un modèle qui décrit comment les réseaux d'alliances influencent l'attribution des marchés publics. Pour réaliser ce travail de recherche, nous observons 4.242 transactions de marchés publics dans lesquelles sont impliquées des alliances stratégiques. Une analyse structurale des données nous permet, alors, de détecter les réseaux d'alliances. L'organisation de ces réseaux révèle des propriétés relationnelles non-triviales, et identiques à celles des réseaux sociaux. Ces propriétés sont testées à partir d'équations structurelles (PLS-path modeling). Les résultats montrent un effet significatif de 4 propriétés relationnelles (l'encastrement, l'attachement préférentiel, la force des liens et la transitivité) sur l'obtention des marchés publics. Nous décrivons, ensuite, la façon d'organiser, efficacement, des manoeuvres d'alliances. Nous posons, ainsi, les fondements d'un système d'intelligence économique pour former des coalitions. Ce système repose sur une cartographie des réseaux qui permet aux entreprises de comprendre et d'influencer leur environnement relationnel. / With over 100 000 exchanges per years, public procurement represent almost 10% of French GDP. Nevertheless, few scientific management studies have investigated strategies which ease accessibility to public procurement to companies. Based on network theory, my thesis purpose was to study the impact of the company relational environment. We now characterize a model that illustrates the effect of strategic networks on contract awarding. We investigated 4242 transactions in French public market with strategic alliances involvement. A structural data analysis highlighted strategic networks characterized by an organization having non trivial relational properties, which are identical to social networks. We used structural equations modeling (PLS-path modeling) to validate this observation. Indeed, we demonstrated that 4 different relational properties (embeddedness, preferential attachment, strength of ties and transitivity) influence significantly the public contract awarding. What are these model applications? This model draws a company network map, a useful tool for company to manage and understand their possible coalitions. We propose how to organize efficient strategic alliances which is one of the bases of competitive intelligence system.

Dissertation (Ph.D. in Software Engineering)--Naval Postgraduate School, March 2007.D / Dissertation supervisor: Berzins, Valdis. "March 2007." Description based on title screen as viewed on April 14, 2010. DTIC Descriptors: Software Engineering, Cognition, Learning Machines, Artificial Intelligence, Computer Programming, Simulation, Military Training, Vision, User Needs, Patterns, Employment, Command And Control Systems, Humans. DTIC Identifier(s): Software Engineering, Cognitive Systems, Machine Learning, Simulation, System Deployment, Artificial Intelligence, System Evaluation, Software Evaluation. Author(s) subject terms: Software Engineering, Cognitive Systems, Machine Learning, Simulation, System Deployment, Artificial Intelligence, System Evaluation, Software Evaluation. Includes bibliographical references (p. 395-399). Also available in print.

« La más dificultosa y trabajosa de todas las demás » : l’ambassade d’Espagne à Rome sous Philippe III (1598-1621) Rome, centre spirituel de la chrétienté, capitale diplomatique de l’Europe, était d’une importance cruciale pour la Monarchie Catholique. Cette thèse est consacrée à l’étude de la représentation diplomatique de l’Espagne à Rome durant une période singulière à plusieurs égards. Le règne de Philippe III correspond en effet à un renouveau de la présence française à Rome, capable de rivaliser, après la fin des guerres de religion, avec la puissance espagnole. Le monarque inaugura, en outre, un nouveau type de gouvernement avec l’émergence d’un favori tout puissant, le valido, auquel il consentait à déléguer une grande partie de son pouvoir. Enfin, ce règne est caractérisé par l’instauration d’une période de paix, connue sous le nom de Pax Hispanica, par laquelle Philippe III mit fin aux conflits ouverts que son prédécesseur avait engagés avec l’Angleterre et avec les Pays-Bas, tandis qu’il devait mettre en application la paix de Vervins signée avec la France peu avant son accession au trône. Ce travail s’attache à analyser de quelle façon ces circonstances affectèrent la pratique diplomatique de l’Espagne à Rome et dans quelle mesure le Saint-Siège intervint dans le maintien de la paix en Europe. Il s’agit de pénétrer au cœur même de l’ambassade d’Espagne près le Saint-Siège pour en comprendre, dans un premier temps, le fonctionnement, dans ses aspects institutionnels et matériels. Cette analyse permet d’appréhender la multiplicité des figures de la représentation espagnole à Rome parmi lesquelles se distingue celle, encore mal connue, du cardinal protecteur du royaume de Castille. En s’intéressant à l’activité des six ambassadeurs ordinaires du monarque, ce travail met aussi en évidence leurs réseaux de renseignement et de clientèle et les stratégies déployées par chacun d’entre eux pour faire valoir les intérêts de l’Espagne et consolider la faction espagnole du Sacré Collège. Cette thèse contribue enfin à mettre en lumière l’articulation entre les objectifs internationaux de la monarchie espagnole et ceux du Saint-Siège durant la période singulière de la Pax Hispanica. / « La más dificultosa y trabajosa de todas las demás »: the Spanish Embassy in Rome in the reign of Philip III of Spain (1598-1621) Rome, spiritual centre of Christianity, modern Europe’s diplomatic capital, was crucial for the Catholic Monarchy. This thesis studies the Spanish diplomatic representation in Rome during this very specific period, in several aspects. The reign of Philip III of Spain matches with a charismatic renewal of the French presence in Rome, its capacity to compete with the Spanish power after the end of Wars of Religion. This reign will indeed usher in a new type of government thanks to the emergence of a powerful favourite, the valido. The monarch will agree to delegate him most of his power. Eventually, this period’s characteristic is the instauration of a peaceful period, known as Pax Hispanica, through which Philip III will end the conflicts its predecessor had opened with England and the Netherlands, whereas he must implement the Peace of Vervins he had signed with France before he sat on the throne. This thesis is focused on the analysis of the impact of such circumstances on the Spanish diplomacy in Rome and explains how the Holy See intervened in maintaining peace in Europe. This thesis accesses the Spanish Embassy close to the Holy See in order to understand how it works, its institutional aspects and materials. This analysis enables to understand the Spanish multiplicity of represented figures in Rome, among which we can distinguish, though very quite unknown, the Cardinal Protector of Castille Kingdom. Focusing on the activity of the six ordinary Ambassadors of the Monarch, this work highlights its information and clientele networks, and the strategies implemented to enforce Spain’s interests and to strengthen the Spanish faction of the College. Eventually, this thesis contributes to highlight the difference between the Spanish and Holy See international intentions during the specific period of Pax Hispanica.

A globalização e os avanços tecnológicos provocam mudanças muito rápidas, gerando incertezas e dificultando a tomada de decisões em organizações. O uso de um Sistema de Inteligência Competitiva (SIC) fornece informações analisadas, permitindo a tomada de decisões com segurança em um curto espaço de tempo, facilitando a sobrevivência de organizações em um cenário competitivo. Algumas das técnicas utilizadas no campo da Inteligência Competitiva (IC) são aplicáveis para monitorar tendências tecnológicas e de inovação, sendo assim, são aplicáveis a laboratórios de pesquisa acadêmica que visam ao desenvolvimento tecnológico, à inovação e à solução de problemas práticos. O Laboratório de Eletrônica Embarcada (LEE) é frequentado por alunos de graduação e pós-graduação (mestrado e doutorado) da Escola de Engenharia de São Carlos. Por ser um ambiente acadêmico, de formação de pessoas, existe alta rotatividade de recursos humanos, o que é prejudicial do ponto de vista de conhecimento. Cada pesquisador que se forma leva consigo todo o material e conhecimento adquiridos durante a pesquisa. Daí surge o interesse da coordenação do LEE em gerir o conhecimento e implantar um Sistema de Inteligência Competitiva (SIC) através do uso de ferramentas computacionais que auxiliem o processo de gerenciar o conhecimento. Utilizou-se para a implementação do SIC o software Zotero, disponibilizando informações sobre as pesquisas realizadas ou em andamento no LEE, principalmente o material bibliográfico já levantado por outros pesquisadores, facilitando a revisão de literatura dos novos alunos, a escrita de artigos científicos e a escolha do tema de pesquisa. Como resultados, obteve-se a redução do tempo gasto com a pesquisa bibliográfica e com a confecção de citações e referências, visto que o software realiza estas operações automaticamente, além de auxiliar na tomada de decisões, como por exemplo, a escolha do tema da pesquisa, pois a IC dá suporte à tomada de decisões baseadas nas análises já efetuadas por outros pesquisadores. Conclui-se que as facilidades oferecidas pelo Zotero contribuíram para a diminuição do tempo gasto com a pesquisa bibliográfica e escrita de artigos científicos. Sua característica de promover interação entre equipes e apoiar as atividades de IC nas fases de coleta e análise, além de gerar relatórios sucintos e objetivos sobre o conteúdo armazenado, o constituem como uma boa escolha para a implementação do SIC em um laboratório de pesquisas. A centralização do banco de dados em um servidor interno contribuiu para a segurança da informação. / Globalization and technological advances lead to very rapid changes, creating uncertainty and hindering the decision-making in organizations. The use of a Competitive Intelligence System (CIS) provides analyzed information, allowing making safe decisions within a short time, facilitating the survival of organizations in a competitive landscape. Some of the techniques used in the field of Competitive Intelligence (CI) are applicable to monitor technological and innovation trends, therefore, they are applicable to academic research laboratories aimed at technological development, innovation and practical problem solving. The Embedded Electronics Laboratory (EEL) is attended by undergraduate and postgraduate students (Masters and PhD) of the School of Engineering of São Carlos. Being an academic environment, there is high turnover of human resources, which is detrimental from the standpoint of knowledge. Each researcher who obtains his degree takes away all the material and knowledge acquired during the research. Hence, the coordination of the EEL has been interested in deploying a Competitive Intelligence System (CIS) through the use of computational tools that assist the process of managing knowledge. The Zotero software was used for the implementation, providing information on the completed or in progress researches which are developed at the EEL, especially the bibliography already consulted by other researchers, helping literature review, writing papers and choice of research topic for the new students. As a result, the time spent on bibliographic research and the preparation of quotations and references was reduced, since the software automatically performs these operations, and helps the decision-making, as example, guides the choice of research topic, since the CI supports the decision-making based in the analysis already performed by other researchers. The facilities offered by Zotero contributed to the decreased time spent on literature review and writing papers. Its characteristic to promote interaction among teams and support the activities of CI during the stages of collection and analysis, besides generating succinct and objective reports on the stored content, constitute it as a good choice for the implementation of the SIC in a research lab. The centralization of the database on an internal server contributed to the security of information.

Nos últimos trinta anos a conjuntura na qual as organizações atuam passou por profundas transformações, criando um contexto complexo, altamente competitivo e instável. No intuito de se manterem competitivas, é imperativo que as organizações criem mecanismos para responderem às pressões externas. Tais respostas podem ser obtidas por meio de estratégias de aumento na produtividade nas operações; aumento na agilidade para atuar em novos mercados; melhoria no processo de tomada de decisão e melhoria na Qualidade da Informação (QI). A TI vem desde a década de 70 evoluindo na construção de sistemas de inteligência de negócios (BI - Business Intelligence) para apoiar e melhorar o processo de tomada de decisão. Um dos principais objetivos do sistema de BI é disponibilizar informações com qualidade para os seus usuários. Na literatura científica ainda não há uma convergência de opiniões dos autores na definição de quais dimensões da QI devem ser utilizadas no contexto de sistema de BI sob a perspectiva do usuário. A identificação de quais dimensões da QI são relevantes no contexto de sistema de BI na percepção do usuário é o problema desta pesquisa. Foi realizada uma revisão da literatura, a qual identificou trinta dimensões da qualidade da informação para o contexto de sistema de BI. A metodologia para resolver esse problema é de natureza exploratória, utilizando a estratégia de levantamento para coleta de dados, estudo de caso e método quantitativo para as análises. O estudo de caso único ocorreu em uma empresa de grande porte do setor financeiro brasileiro, a qual possui uma grande quantidade de sistemas de BI e de usuários. Um questionário web foi utilizado para coleta dos dados. Foram coletadas 170 observações válidas. Para análise dos resultados, foram empregadas análises descritivas e técnicas de análise multivariada de dados, como a Regressão Múltipla, a Análise Fatorial Exploratória e a Análise de Correspondência (Homals). Nos resultados foram identificadas vinte dimensões da QI relevantes para o contexto de sistema de BI na perspectiva do usuário, que formam quatro categorias: \"Qualidade de Conteúdo\", \"Qualidade Intrínseca e da Acessibilidade\", \"Valor Agregado\" e \"Qualidade Contextual\". Também foi possível identificar que as características dos usuários interferem nas suas percepções em relação à QI do sistema de BI. Os resultados ajudam a guiar pesquisas futuras sobre a QI no contexto de BI e possui aplicações práticas para as empresas que desejam avaliar a percepção dos seus usuários em relação à QI presente no sistema de BI. / In the past thirty years the conjuncture in which organizations operate faced deep transformations, creating a complex context, highly competitive and instable environment. In order to keep competitive, it is imperative that companies generate mechanisms to respond these external pressures. These answers can be created by productivity increasing strategies; increasing the agility to function in new markets; improvement of decision making-processes and enhancing Information Quality (IQ). Since the 1970 decade, IT has been evolving in Business Intelligence (BI) systems construction to support and improve the decision-making process. One of the main goals of BI system is to provide IQ for users. On the scientific literature there is still no convergence between the authors regarding the definition of which IQ dimensions must be used in context of BI system from a user perspective. The identification of which IQ dimension is relevant in context of BI system from the user perspective is the research problem. Thirty information quality dimensions were identified on the literature review for BI context. The research method of this study is exploratory, based on online survey strategy for data collection and quantitative methods for analysis. A single case study was conducted in a big financial company in Brazil, which has a great amount of BI systems and users. A total of 170 responses were considered valid. Descriptive statistics and multivariate data techniques as Multiple Regression, Exploratory Factor Analysis and Multiple Correspondence Analysis (Homals) were used for analysis. Results highlight twenty IQ dimensions which are important in context of BI system from a user perspective, which forming four categories: \"Content Quality\", \"Intrinsic and Accessibility Quality\", \"Aggregated Value\" and \"Contextual Quality\". Also, the results suggest that the characteristics of the users leverage their perceptions on IQ in context of BI. These findings guide future researches about IQ in context of BI and may also have practice contributions for companies that want to evaluate IQ from user perspective.

Nos últimos trinta anos a conjuntura na qual as organizações atuam passou por profundas transformações, criando um contexto complexo, altamente competitivo e instável. No intuito de se manterem competitivas, é imperativo que as organizações criem mecanismos para responderem às pressões externas. Tais respostas podem ser obtidas por meio de estratégias de aumento na produtividade nas operações; aumento na agilidade para atuar em novos mercados; melhoria no processo de tomada de decisão e melhoria na Qualidade da Informação (QI). A TI vem desde a década de 70 evoluindo na construção de sistemas de inteligência de negócios (BI - Business Intelligence) para apoiar e melhorar o processo de tomada de decisão. Um dos principais objetivos do sistema de BI é disponibilizar informações com qualidade para os seus usuários. Na literatura científica ainda não há uma convergência de opiniões dos autores na definição de quais dimensões da QI devem ser utilizadas no contexto de sistema de BI sob a perspectiva do usuário. A identificação de quais dimensões da QI são relevantes no contexto de sistema de BI na percepção do usuário é o problema desta pesquisa. Foi realizada uma revisão da literatura, a qual identificou trinta dimensões da qualidade da informação para o contexto de sistema de BI. A metodologia para resolver esse problema é de natureza exploratória, utilizando a estratégia de levantamento para coleta de dados, estudo de caso e método quantitativo para as análises. O estudo de caso único ocorreu em uma empresa de grande porte do setor financeiro brasileiro, a qual possui uma grande quantidade de sistemas de BI e de usuários. Um questionário web foi utilizado para coleta dos dados. Foram coletadas 170 observações válidas. Para análise dos resultados, foram empregadas análises descritivas e técnicas de análise multivariada de dados, como a Regressão Múltipla, a Análise Fatorial Exploratória e a Análise de Correspondência (Homals). Nos resultados foram identificadas vinte dimensões da QI relevantes para o contexto de sistema de BI na perspectiva do usuário, que formam quatro categorias: \"Qualidade de Conteúdo\", \"Qualidade Intrínseca e da Acessibilidade\", \"Valor Agregado\" e \"Qualidade Contextual\". Também foi possível identificar que as características dos usuários interferem nas suas percepções em relação à QI do sistema de BI. Os resultados ajudam a guiar pesquisas futuras sobre a QI no contexto de BI e possui aplicações práticas para as empresas que desejam avaliar a percepção dos seus usuários em relação à QI presente no sistema de BI. / In the past thirty years the conjuncture in which organizations operate faced deep transformations, creating a complex context, highly competitive and instable environment. In order to keep competitive, it is imperative that companies generate mechanisms to respond these external pressures. These answers can be created by productivity increasing strategies; increasing the agility to function in new markets; improvement of decision making-processes and enhancing Information Quality (IQ). Since the 1970 decade, IT has been evolving in Business Intelligence (BI) systems construction to support and improve the decision-making process. One of the main goals of BI system is to provide IQ for users. On the scientific literature there is still no convergence between the authors regarding the definition of which IQ dimensions must be used in context of BI system from a user perspective. The identification of which IQ dimension is relevant in context of BI system from the user perspective is the research problem. Thirty information quality dimensions were identified on the literature review for BI context. The research method of this study is exploratory, based on online survey strategy for data collection and quantitative methods for analysis. A single case study was conducted in a big financial company in Brazil, which has a great amount of BI systems and users. A total of 170 responses were considered valid. Descriptive statistics and multivariate data techniques as Multiple Regression, Exploratory Factor Analysis and Multiple Correspondence Analysis (Homals) were used for analysis. Results highlight twenty IQ dimensions which are important in context of BI system from a user perspective, which forming four categories: \"Content Quality\", \"Intrinsic and Accessibility Quality\", \"Aggregated Value\" and \"Contextual Quality\". Also, the results suggest that the characteristics of the users leverage their perceptions on IQ in context of BI. These findings guide future researches about IQ in context of BI and may also have practice contributions for companies that want to evaluate IQ from user perspective.

Am Lehrstuhl Wirtschaftsinformatik II der TU Chemnitz arbeitet die Nachwuchsforschergruppe Computer-Aided Warehouse Engineering (CAWE), die seit August 2010 besteht, an einem vollständig modellgetriebenen Vorgehen zur Unterstützung des Lebenszyklus von Business-Intelligence-Systemen (BI-Systemen). Neben der Durchführung von Grundlagenforschung hat die Nachwuchsforschergruppe die Erstellung eines Software-Prototyps zum Ziel. Eine wichtige Funktionalität ist die automatische Erzeugung von Systemdokumentationen für verschiedene BI-Systeme mit dem Schwerpunkt auf den Architekturkomponenten. Im Rahmen des Forschungsprojektes führte die CAWE Nachwuchsforschergruppe unter der Leitung von Prof. Dr. Peter Gluchowski in 2011 eine bundesweite Umfrage bei mittelständischen bis großen Unternehmen zu folgendem Thema durch: „Softwaregestütztes Lebenszyklusmanagement und aktuelles Dokumentationsgeschehen für Business Intelligence-Systeme“.

在全球化市場及國際化競爭的環境中，企業需加強對競爭對手的瞭解、對整體市場變動的認知、致力於開發有特色的產品、開發多元的行銷通路以及提供創新服務；而透過競爭智慧系統(Competitive Intelligence System, CIS)提供企業做預警的準備，估計競爭者未來可能採取的策略和反應，以有效地制定企業自己的策略方向及策略措施，適時反應市場變化。 本研究以五力分析為基礎與PEST結合形成九力分析，藉此分析記憶體模組產業此九項作用力間的強弱關係，並以九力觀點針對個案公司進行深入探究，得知個案公司於「供應商議價能力」之作用力對其他威脅性較高之市場因素。並透過SWOT 分析協助個案公司知悉目前定位，本研究藉由九力分析結果結合SWOT策略矩陣，建議個案公司建置競爭智慧系統，協助尋找上下游競爭決策流程之關鍵智慧議題，並深入探討如何設計對於上游採購之流程與相關競爭智慧之動態需求，並建立概念資料模型以供決策之用。 研究結果發現，記憶體模組產業目前所面臨最大挑戰為記憶體顆粒市場變化劇烈，需隨時掌握記憶體價格波動情況，並隨時監控市場交易情況，藉由建置競爭智慧系統了解各家競爭公司對於供應商之合作關係，快速反應市場的變化，提供個案公司完整之資料來源和結構化資料，以便未來企業做為決策之依據並追求機會，以提升自身競爭優勢。 / In the globalization market and competitive environment, enterprises need to understand their competitors and changes of the globalization market, to develop unique products, to diversify marketing channels, and also to provide innovative services. Through Competitive Intelligence System (CIS), enterprises can predict competitors’ strategies and responses in the future develop their own business strategy and have quick response to the change of the globalization market. This study uses the nine forces to investigate the critical production factors that have great impacts on the memory module industry. By means of the SWOT cross-matrix analysis, the study forms find out, analyze, constructs the strength and weakness of the case in this industry. According to the analysis, the force of the supplier’s bargaining power has more influence than the other forces. Then, this study explores how to design the process for the upstream procurement and the dynamic needs of competitive intelligence. Finally, according to the result to identify the key intelligence topic of the competitive decision-making process and build conceptual data model for decisions. The results show that the biggest challenge of the memory module industry is the price of the DRAM in the market. Therefore, enterprises need to know the whole industry market conditions. By implementing the Competitive Intelligence System, it is easily to understand various competitors for the cooperation between suppliers, and to respond to market changes rapidly. Furthermore, CIS provides complete data sources and structured data to the enterprise as a basis for decision-making and help business to look for the opportunities to enhance their competitive advantage in the future.