Paper Title
BUSINESS ANALYTICS IN EMERGING MARKET FIRMS: EXPLORATORY INSIGHTS FROM TECH FIRMS IN THAILAND

Abstract
Abstract - This study aims to investigate the data analytics environment and the role of data analytics in technology companies in Thailand. Specifically, it seeks to understand how varying degrees of data analytics impact firm performance and to identify necessary adaptations for firms to maintain competitiveness in the current technological landscape. Qualitative methods were employed, utilizing in-depth interviews with representatives from three technology companies operating in Thailand. Data collected through interviews were analyzed using reasoning techniques to identify common themes and patterns. Rigorous controls were implemented for time and place to ensure data equivalence across the sample. The findings reveal that all three tech companies attributed significant benefits to data analytics, particularly in generating business insights to enhance customer experience, leading to improved firm performance, increased market share, and greater operational efficiency. Despite challenges in implementation due to a scarcity of expertise, firms prioritize technological advancements in data analytics. The research underscores the vital role of data analytics and business intelligence for contemporary tech firms in Thailand. The insights derived from this study provide valuable guidance for firms seeking to leverage data analytics for competitive advantage. Moreover, it highlights the importance of investing in technological advancements in data analytics to navigate challenges and capitalize on emerging opportunities in the digital era. Keywords - Big Data, Business Intelligence, Resource-Based View, Dynamic Capabilities