High expectations are set for Business Intelligence (BI), yet it fails to consistently deliver accordingly: there
are numerous reports of BI challenges and failures. Existing approaches to address BI challenges are
largely found to be ineffective, highlighting the need for a new approach.
This paper examines how BI is perceived or understood and establishes that, firstly, BI is inherently
grounded in Goods-Dominant (G-D) logic and secondly, that this can be linked to the challenges that are
experienced within BI. A recommendation is made for a shift to Service-Dominant (S-D) logic as a new
avenue of exploration to assist in overcoming BI’s prevailing challenges. Identifying the inherent G-D logic in
BI provides the first step necessary in making this shift.
Research findings are based on an interpretive case study of a South African Banking institution as well
as a literature review.