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The use of information technology (IT) infrastructure alongside Business Intelligence/Business Analytics (BI/BA) strategies, had initially faced a lot of barriers for implementation. Business uncertainty regarding the potential of IT infrastructure as a practical mechanism to incorporate alongside the integration of BI/BA applications, was just one of the many barriers to implementation that was presented in the literature. Although many companies have begun to realize the effectiveness of BI/BA integration on decision-making and organizational control, minimal research has been done to explore the direct effect of BI/BA investments towards fostering improved organizational performance. In this study, we propose a conceptual framework to determine to what extent the implementation of BI/BA, alongside the presence of readiness factors influences firm performance. The findings of our research will define the potential of BI/BA to improve a company's organizational performance allowing for purposeful investment in BI/BA.

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