The Influence of a Data-Driven Culture on Product Development and Organizational Success through the Use of Business Analytics

Abstract

A Data-Driven Culture (DDC) is believed to facilitate a business-focused cultural shift inside a company. Providing considerable returns to the businesses' goods and procedures breakthroughs is evaluated. Several companies have started using various sophisticated technology-integrated Business Analytics (BA) technologies to enhance their company performance. The progress in information and communication technologies has enabled companies to consider using BA solutions, including Artificial Intelligence (AI). This has significantly transformed companies' business-focused cultural environments, allowing them to make precise decisions to enhance their creativity and performance. This research examines the influence of a company’s DDC on procedure efficiency and product development, which leads to improved overall company outcomes and increased business value. Using a systematic approach, developing a theoretical framework and a collection of hypotheses is first supported by existing research and insights from the resource-based perspective and adaptive capacity concept, specifically in the company's environment. These findings are then statistically verified using a survey that includes 513 genuine replies from workers of various firms utilizing business analytics tools equipped with AI capabilities. The results indicate that fostering a DDC inside an organization has a significant impact on goods development as well as procedure improvement. It improves business worth by enhancing overall efficiency.