This study examines the impact of business intelligence (BI) deployment on organizational performance and the moderating role of innovation capabilities.Data were collected from 320 managers in 13 major commercial banks in Jordan.The results of Smart PLS analysis revealed a significant positive relationship between BI and performance.Innovation was also found to significantly moderate this relationship, such that BI's impact was stronger for firms with greater innovation capabilities.This research makes key theoretical contributions by integrating direct and moderation effects into a holistic model of BI success.The contextual focus on Jordanian banks provides new insights into an understudied developing economy.The study has important practical implications by guiding banks on how synergizing BI and innovation can enhance performance outcomes.
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Alawamleh et al. (2024) studied this question.
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