The nexus of business intelligence capabilities and digital culture. Evidence from the Jordanian pharmaceutical industry

Abstract This study addresses a critical gap in the literature by examining the tripartite relationship between Business Intelligence (BI), Digital Culture, and Smart Organization development within Jordanian pharmaceutical firms. While prior research has often explored these constructs in isolation or pairwise, this study introduces theoretical novelty by uniquely conceptualizing Digital Culture as a catalytic moderator that amplifies the impact of BI capabilities on organizational smartness. Through a survey of 102 senior and middle managers and employing hierarchical regression analysis with interaction terms, we find that BI dimensions collectively explain 59.9% of the variance in Smart Organization development. Crucially, the interaction between BI and Digital Culture is significant, contributing an additional 44.1% explanatory power and underscoring its role as a strategic multiplier. This study offers a validated, integrative framework for knowledge-intensive industries, demonstrating that the synergistic alignment of technological infrastructure and cultural readiness is essential for achieving sustainable competitive advantage in dynamic, regulated markets.