Information is the key for managers to make well-informed decisions. In recent years, technological advancements have been developed which made it possible for organizations to store and manage large quantities of data. Business intelligence is used to structure and narrow down data in order to acquire relevant information which could assist managers. BI is formed by a variety of systems and concepts which are interconnected and can work simultaneously. Furthermore, it was found that there are claims implying that BI can assist in the decision making of an organization. The following research will focus on how does business intelligence does that, with a specific emphasis on marketing managers working on large business-to-business organizations. Following a qualitative research with an exploratory approach, comparing relevant literature with the results obtained from ten performed interviews. Where it was observed how BI helps managers through providing useful and selected information.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-76290 |
| Date | January 2018 |
| Creators | Bravo, Mariangeles, Appelkvist, Jesper |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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