The influence of business analytics on the strategy evaluation process by mediating the virtual value chain: Applied to the Egyptian telecommunications sector | ||
| The Academic Journal of Contemporary Commercial Research | ||
| Article 5, Volume 5, Issue 1, March 2025, Pages 110-131 PDF (584.58 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ajccr.2025.292049.1113 | ||
| Author | ||
| Gihan Omar* | ||
| Faculty of Business Administration, Ahram Canadian University, Egypt | ||
| Abstract | ||
| This paper seeks to investigate the impact of business analytics on the strategy evaluation process through the mediation effect of virtual value creation in the Egyptian telecommunications sector. A self-administered questionnaire was developed to collect data from a critical sample of the senior managers working in four Egyptian telecommunications corporations—Vodafone, Orange, Etisalat, and Telecom Egypt—and analyzed using structural equation modeling techniques (SEM) by utilizing Amos-25. The results of this research indicated that business analytics has a significant effect on strategy evaluation processes. Also, the results confirmed that the virtual value chain mediates the relationship between BA and strategy evaluation processes. The study contributes to the body of knowledge in BA and strategic management as it is the first to examine the impact of BA on the strategy evaluation process by mediating a virtual value chain. | ||
| Keywords | ||
| Business analytics; virtual value chain; strategy evaluation process; Egyptian telecommunication sector | ||
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