Business Analytics Adoption in Firms: A Qualitative Study Elaborating TOE Framework in India

The adoption of business analytics (BA) in emerging countries, such as India is growing significantly over the last few years. However, the research on technological capabilities and BA adoption is scant in the context of emerging countries. There is a need to understand the capabilities needed for managing BA technology in organizations in India. The purpose of this study is to investigate the factors influencing BA adoption in firms in India. The study is based on the TOE (technological, organizational, environmental) framework in combination with perceived benefits of BA adoption. The study uses thematic content analysis of the primary data collected through semi-structured interviews from senior management personnel’s in organizations. Some of the major factors validated from this study are perceived benefits, organizational data environment, technology assets, and competitive pressure. The study finds data quality and human resources competency with BA skills as specific challenges for organizations in India. The findings of this study can be useful for the organizations to develop their BA practices to differentiate from the competition. This study contributes to the existing knowledge on BA adoption and would facilitate future researches on higher level BA capabilities on the elements of management of technology (MoT) framework.