Keywords:
decision support
decision
making
empirical investigation
Moroccan environment

  • Abstract

    Recently, advances in computing and telecommunications technologies have had a profound influence on the decision-making process. As a result, research into technological innovations that support decision-making has increased significantly. However, studies aimed at understanding the adoption process of these innovations in emerging countries remain limited, despite the growing interest in digital transformation and data-driven decision-making. Business intelligence (BI) is one of the tools attracting the attention of managers because of its crucial role in enhancing the decision-making process. At the same time, the analysis of the factors influencing the adoption of this technology is attracting growing interest in academic circles, particularly in the context of emerging economies. However, limited research has explored the key determinants of successful BI adoption in these settings. This exploratory study examines the specific determinants of human and organizational adoption of business intelligence in Moroccan companies. A mixed-method approach was used to conduct the study, following the guidelines of the multimethodology proposed by Mingers (2006): Appreciation, Analysis, Evaluation, and Action. To gather relevant data, an online survey was conducted, involving 82 respondents, 62 of whom met the study's requirements, which primarily focused on professionals using a BI tool operating in Morocco. The findings of this study identify several crucial determinants for Moroccan companies to adopt business intelligence systems: data management, clarity of objectives, and management support on the organizational side, alongside perceived ease of use, level of education, computer knowledge, and user satisfaction on the human side. These factors play a fundamental role in shaping the success of BI adoption in Moroccan businesses.

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Malki, A. E., & Touate, S. (2025). Factors influencing business intelligence adoption: An exploratory analysis of organizational and human dimensions in Morocco. Multidisciplinary Reviews, 9(3), 2026158. https://doi.org/10.31893/multirev.2026158
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