Identification and Explanation of Business Intelligence Capability Dimensions Affecting Sustainable Performance in Comprehensive Online Stores in Iran: A Qualitative Study Using a Systematic Review and Delphi Approach

Abstract

The present study aimed to identify and explain the dimensions of business intelligence capabilities affecting sustainable performance in comprehensive online stores in Iran. The study sought to identify dimensions and components that, through systematic interaction with one another, facilitate the effective utilization of business intelligence for achieving sustainable performance within Iran’s e-commerce ecosystem. This qualitative study was conducted using a systematic literature review and semi-structured interviews with 12 experts. In the first stage, the initial components of the model were identified and extracted through a systematic review of the literature; subsequently, a three-round Delphi method was employed to validate and refine the identified components. The findings resulted in the identification of six main dimensions—organizational, technological, human, process-related, environmental, and knowledge, learning, and innovation—and 27 components. The Delphi results indicated that the experts reached an acceptable level of consensus regarding the importance and appropriateness of the identified components, with Kendall’s coefficient of concordance increasing from 0.561 in the first round to 0.689 in the third round. Accordingly, managers of comprehensive online stores can use this model as a guide for assessing the current state of business intelligence capabilities, identifying managerial and technological gaps, and designing improvement programs. The present study demonstrates that the development of business intelligence capabilities should be pursued in an integrated manner that extends beyond a purely technical perspective. Simultaneous attention to top management support, strategic alignment, data quality and integration, employees’ analytical skills, data-driven decision-making, adaptation to environmental pressures, and the strengthening of learning and innovation can provide the foundation for creating sustainable competitive advantage and improving the economic, social, and environmental performance of comprehensive online stores in Iran.