“…Recent studies find that with investments in BA systems, firm are able to make more accurate demand forecasts, improve product development, and coordinate supply chain planning more effectively (Božič and Dimovski, 2019;Puklavec et al, 2018;Trieu, 2017). Ultimately, these improvements increase customer satisfaction, operational performance, financial performance, and generate a competitive advantage (Cao andDuan, 2017, Kiron et al, 2014;Ragueso and Vitari, 2018).…”