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Paper Type
Complete
Description
Business analytics (BA) represents a prominent research field and topic in contemporary business. It is important because it enables evidence-bases decision-making, the development of competitive advantage, and growth. In parallel, creativity, defined as generating various ideas, searching for alternatives, and identifying business opportunities, represents a salient factor in problem-solving, and should be addressed in BA, too. Intrigued by the influential role of creativity in organizational performance, we aim to understand creativity in the BA context. Exposed analogies between creativity and BA in practice, in the theoretical background, guided as to endorse an exploratory approach in a presented qualitative study. We aim to confirm the need to study creativity in BA. Our findings underly the room for creativity in BA, however a deeper understanding of users’ perceptions of creativity in BA context and how it inspires BA use and the insight development, should be addressed in future research efforts.
Paper Number
1568
Recommended Citation
Simonovič, Mojca; Popovič, Aleš; and Cerne, Matej, "Use of Analytics in Practice: The Need to Make Room for Creativity" (2023). AMCIS 2023 Proceedings. 9.
https://aisel.aisnet.org/amcis2023/sig_dsa/sig_dsa/9
Use of Analytics in Practice: The Need to Make Room for Creativity
Business analytics (BA) represents a prominent research field and topic in contemporary business. It is important because it enables evidence-bases decision-making, the development of competitive advantage, and growth. In parallel, creativity, defined as generating various ideas, searching for alternatives, and identifying business opportunities, represents a salient factor in problem-solving, and should be addressed in BA, too. Intrigued by the influential role of creativity in organizational performance, we aim to understand creativity in the BA context. Exposed analogies between creativity and BA in practice, in the theoretical background, guided as to endorse an exploratory approach in a presented qualitative study. We aim to confirm the need to study creativity in BA. Our findings underly the room for creativity in BA, however a deeper understanding of users’ perceptions of creativity in BA context and how it inspires BA use and the insight development, should be addressed in future research efforts.
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