Clavier, Pamela RoseLotriet, H.H. (Hugo H.)Van Loggerenberg, J.J. (Johannes Josephus)2014-06-042014-06-042014Clavier, P, Lotriet, H & Van Loggerenberg, J 2014, 'A first step towards service-dominant logic as a new approach to overcome challenges in business intelligence', South African Journal of Economic and Management Sciences, vol. 17, no. 2, pp. 220-231.1015-8812 (print)2222-3436 (online)http://hdl.handle.net/2263/39965High 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.en© 2014. The Authors. Published under a Creative Commons Attribution LicenceBusiness intelligence challengesBusiness Intelligence (BI)Goods-Dominant (G-D) logicService-Dominant (S-D) logicArticle