The Manifestation of Creativity in Business Analytics

In the contemporary business environment, organizations rely on business analytics (BA) to inform decision-making processes, develop competitive advantages, and foster growth. Conversely, the transformative role that creativity plays in contemporary business environments, along with the ever-present need to innovate and compete, prompted our interest. Analogies between creativity and BA, as presented in the theoretical framework, guided the endorsement of an exploratory and confirmatory approach in a qualitative research study. The two-phase research was designed to confirm that users perceive creativity in the context of BA and to explore the different manifestations of creativity in the context of BA. The aim was to gain insight into BA in practice, where creativity has to unfold as organizations compete and strive to succeed in challenging market and socio-technical environments.