Examining the role of business analytics for the adaptation of business models among South Africa SMEs

Abstract

SMEs play a critical role in fostering economic growth across developing countries. However, these enterprises face noteworthy challenges in developing strategies to survive and be competitive in the dynamic business environment. The purpose of this study was to bridge the research gap and examine the role of business analytics (BA) in adapting business models among SMEs. Design/methodology/approach: A qualitative multiple-case method was employed through semi-structured interviews of SME business owners and managers Findings: The examination conducted in the study through thematic analysis revealed that SMEs face several challenges. However, BA is instrumental in helping SMEs understand majorly customer needs and behaviour, enabling them to adapt their value proposition based on customer insights. To maximise the benefits of BA, SMEs need to have a clear objective for business analytics that aligns with their overall business strategy.