Business Intelligence Adoption and Strategic Performance Enhancement: Evidence from Vietnam's Retail Transformation

This study investigates the determinants and outcomes of business intelligence (BI) adoption within Vietnam's rapidly evolving retail sector, addressing critical gaps in understanding how technological capabilities drive strategic performance enhancement in emerging economies. Employing a mixed-method approach combining structural equation modelling (SEM) with fuzzy-set qualitative comparative analysis (fsQCA), the research examines data from 312 retail enterprises across Vietnam's major urban centres. The theoretical framework synthesises the technology-organisation-environment (TOE) framework with dynamic capabilities theory to explicate the complex pathways through which BI adoption influences operational efficiency, customer relationship management, and competitive advantage. The findings reveal that technological readiness, organisational culture, and environmental complexity collectively explain 68% of the variance in BI adoption intensity, whilst BI capabilities demonstrate significant positive effects on strategic performance outcomes (β = 0.742, p < 0.001). The fsQCA results identify four distinct configurational pathways to high performance, suggesting that successful BI implementation requires synergistic combinations of technological infrastructure, managerial support, and environmental alignment. This research contributes to the literature by advancing a comprehensive theoretical model that integrates institutional theory with technological diffusion perspectives, whilst providing practical insights for retail executives navigating digital transformation in emerging markets. The study's implications extend beyond Vietnam's retail context, offering valuable frameworks for understanding BI adoption patterns across developing economies experiencing rapid technological modernisation.