Abstract: In order to retain profitability and guarantee long-term sustainability, organizations must get adequate commercial value from the use of business analytics. In the rapidly evolving telecommunications industry, businesses based in Bangladesh are having to deal with the issue of improving their performance in order to remain competitive. Nevertheless, when it comes to the effect that business analytics has on the performance of an organization in this particular context, there is a dearth of research that has been conducted. Recently, business intelligence and analytics have emerged as a strategic approach that may be used in management tasks, providing opportunities to improve the effectiveness of operations. Despite the fact that there is a growing interest in the evaluation of examples of analytics adoption, to the best of our understanding, few studies have been conducted to investigate the effects of a data-driven culture and the repercussions of the adoption of business analytics, particularly with regard to how it impacts the performance of managers in their jobs. Every company is affected by the changes that occur in a dynamic corporate environment throughout time. Two essential variables that have a significant impact on the success of a firm are the implementation of technological improvements and the diversity of products. As a result, pre-selected superior strategies are often inadequate, which makes it necessary to identify and develop new strategies in order to increase the competitiveness of the organization. This demonstrates the importance of the abilities and resources that firms must develop in order to achieve a competitive edge from a resource-based strategy approach.

Keywords: Business Analytics, Process Agility, Competitive Advantage, SEM

Downloads: | DOI: 10.17148/IARJSET.2025.121205