Business Intelligence (BI) project failure rates are high and expected benefits are not always achieved when implementing a BI solution in an organization. Failure is characterized by recurring challenges that remain largely unresolved. Could a better understanding of BI and its challenges emerge by taking a step back to examine how BI is understood? To answer this overarching research question, this paper presents a philosophical perspective to understand ?BI understanding? as a means to understand the understanding from where BI challenges stem and, ultimately, overcome challenges to realize expected benefits more consistently. BI understanding ? its model of reality or worldview ? is examined using a worldview framework, derived from a literature study. Worldview characteristics are identified through a study of how BI is explained in the literature and perceived by those who practise BI as a profession. Goods? and Service?Dominant Logic are then used as philosophical lenses through which to examine both the worldview characteristics of BI and the challenges experienced when implementing a BI solution. This answers further research questions. First: what are the characteristics of the model of reality ? or worldview ? of BI as a discipline? Second: is it plausible that the model of reality held about BI by BI practitioners and academics influences and even represses the realization of benefit?. Research is supported through a literature study and an interpretive case study. This paper?s main contribution is the exploration of new avenues to overcome recurring challenges through a unique analysis of BI understanding through G?D and S?D Logic lenses using the framework of a worldview.??.
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