ALCANÇANDO A INOVAÇÃO EM PROCESSOS POR MEIO DA ABORDAGEM ANALÍTICA Reaching Process Innovation Through Business Analytics

This paper aims to investigate the intensity in which BA (Business Analytics) can impact Process Innovation. The theoretical framework used is based on discussions about competitive intelligence and Innovation. In the methodology, the technique of structural equation modeling is used to test relationships proposed in the proposed structural model, where it is considered the Analytical Skills, Analytical Technology, Data Quality, Commitment Leadership, Analytical Strategies, Business Analytics (BA), and Process Innovation. The data collection effort was conducted through a database of customers of SAS branch in Brazil, one of the largest suppliers of analytical solutions in the world. SAS has its headquarter in U.S. and branches spread all over the world, which gives more consistency for the research results. The study concluded that BA has a strong impact on Process Innovation and the construct Strategy has a great predictive relevance in BA.