EFFECT OF BUSINESS ANALYTICS ON PERFORMANCE IN PHARMACEUTICAL INDUSTRY IN THAILAND
Data infrastructure, planning and evaluation function are those important technical aspects of any organization
that might affect the financial performance of the organization in one way or the other. The basic objective of this
study is to find out the impact of data infrastructure sophistication, planning function and evaluation function on
the financial performance of an organization in the mediating role of business analytics. For research purpose,
data was collected from 302 employees of pharmaceutical companies having varied age and experience in the
organization. The collected data was subjected to SPSS and AMOS for analysis purpose. The results indicate that
the impact of data infrastructure sophistication on financial performance is significant. In the similar way, the
imapct of planning function has also been found as significant but the impact of evaluation function on financial
performance is insignificant. As far as the mediating variable is concerned, it has been found out that the impact
of mediating variable between evaluation function and data infrastructure sophistication; and financial
performance is significant but the similar impact between planning function and financial performance has been
found as insignificant. Several benefits and implications as well as limitations and futiure research indications
have also been disucssed by the researcher.
Business Analytics, Data Infrastructure Sophistication, Planning and Evaluation Function, Thailand.