The Impact of Business Intelligence on Operational Performance at Jordanian Pharmaceutical Manufacturing Companies

This study aimed to examine the impact of business intelligence with its dimensions (data warehousing, data mining, real-time analytical processing, and information presentation) on operational performance with its combined dimensions (cost, flexibility, quality, and delivery) at 27 Jordanian pharmaceutical companies. To achieve this objective, a quantitative approach was adopted and using a questionnaire as the data collection tool, the questionnaire was distributed to a stratified random sample of 278 managers at the top and middle management levels in these companies, a total of 231 questionnaires were returned, all of which were valid for analysis, representing an 83% response rate, the Statistical Package for the Social Sciences (SPSS) was used to process the data. The study concluded with several key findings, most notably the high relative importance of business intelligence and operational performance. Furthermore, the study found a statistically significant impact of business intelligence with its dimensions on operational performance with its combined dimensions at Jordanian pharmaceutical companies. A set of recommendations was presented, most notably that companies should continue to pay attention to business intelligence systems, including data warehouses, data mining, real-time analytical processing, and information display, with particular attention to reducing the gap between the availability of these technologies and tools and their effective use in making real-time operational decisions; and to continue to pay attention to operational performance and its indicators by adopting a balanced system for managing it, which monitors the performance of quality, cost, delivery, and flexibility at the same time; it also recommended conducting future research that studies the relationship between business intelligence and operational performance in other Jordanian industrial sectors, such as the food and chemical industries, to determine whether the effects observed in pharmaceutical companies are also evident in other sectors.