Designing a Business Intelligence Model for Enhancing Brand Performance in the Food Industry of Tehran Province: A Grounded Theory Approach
Keywords:
Intelligence, Business Intelligence, Brand, Brand Performance, Food IndustryAbstract
This study aimed to design and explain a context-specific business intelligence model for enhancing the brand performance of companies operating in the food industry of Tehran Province. This applied and exploratory qualitative study was conducted using the grounded theory methodology. The research population comprised senior managers and experts working in the food industry of Tehran Province, who were selected through purposive and judgmental sampling. Data were collected through in-depth, directed interviews with 12 participants who possessed relevant managerial experience and expertise in marketing, commercial planning, and the food industry. The data were analyzed according to the systematic approach of Strauss and Corbin through open, axial, and selective coding. Participant feedback and peer review were employed to establish the credibility of the findings. Recoding was also performed to assess reliability, producing an intercoder test–retest reliability coefficient of 0.83. The findings indicated that market competition, emerging technologies, organizational needs, and data quality constituted the causal conditions underlying the development of business intelligence. The central phenomenon was the analysis of data to generate valuable information, encompassing data collection, storage, analysis, application, and the monitoring of key performance indicators. Technological infrastructure, organizational structure, top management support, and regulatory requirements were identified as contextual conditions facilitating model implementation. Environmental turbulence, economic conditions, resistance to change, and government interventions functioned as intervening conditions. The principal strategies included data-driven analysis and decision-making, value creation and competitive advantage, organizational flexibility and responsiveness, intelligent supply-chain and production management, brand-value enhancement, and improved marketing communications. These strategies resulted in more accurate market and customer analysis, strategic brand decision-making, organizational innovation, greater brand value and differentiation, and enhanced brand sustainability and customer trust. Business intelligence represents a strategic and dynamic organizational capability through which market and organizational data are transformed into actionable knowledge. Its effective implementation can strengthen evidence-based decision-making, organizational adaptability, customer trust, brand differentiation, and sustainable competitive advantage in the food industry.
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Copyright (c) 2025 Arezoo Havaie (Author); Seyed Ahmad Ghasemi; Nader Khalesi (Author)
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