Analyzing the value proposition of a business intelligence tool within a business-to-business context: a case study at a global valve manufacturer

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School of Business | Master's thesis
Degree programme
Information and Service Management (ISM)
In recent years, business intelligence (BI) has been gaining popularity within both the business and academic spheres. This phenomenon is especially driven due to the potential benefits and added value that BI could provide for organizations. However, pinpointing these potential benefits and added value directly to specific business goal achievements poses a significant challenge. Additionally, despite the popularity of BI, much of the previous studies have not explored this subject within the context of business-to-business (B2B). Therefore, this master’s thesis aims to analyze the value proposition of a BI tool within a B2B context, utilizing a case study approach, given the scarcity of published studies discussing this topic. To address this research aim, this study is conducted by dividing the research into two different chapters: a literature review and a case study. The literature review serves to systematically construct a theoretical framework for this case study, particularly focusing on the identified benefits and added value associated with BI which will be subsequently utilized in the case study part. In order to create value for a business through BI, its implementation should be especially supported by real business goals or problems, or it should generate insights that uncover new business prospects. Consequently, the case study involves developing a BI solution tailored to address the specific business goals of the case company. In addition to this, given the nuanced nature of the research topic of this thesis, qualitative means are deployed, focusing on insights gathered from interviews with targeted end users of the BI solution. These interviews aim to evaluate the efficacy of the tool in supporting the business goals of the case company. The findings of this study show that for a B2B company, BI is able to potentially provide an immense amount of benefits and added value, especially from an operational efficiency standpoint. However, much of this is heavily contingent on the quality of the data that a BI solution utilizes and the ways in which this data is delivered, aligning well with the findings of prior studies. In fact, data quality plays a critical role in the successful implementation of BI, as data serves as the cornerstone for generating business value.
Thesis advisor
Liu, Yong
business intelligence, BI, tool, business-to-business, added value, benefits
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