Simonovič, MojcaPopovič, AlešYeoh, William2022-12-272022-12-272023-01-03978-0-9981331-6-4https://hdl.handle.net/10125/103291Today’s businesses heavily rely on Business Analytics (BA) for informed decision-making, developing and sustaining competitive advantage, and growth. For achieving these goals, organizations aspire for creativity and creative solutions. Creativity is an important source of organizational innovation, competitive advantage, and growth, yet it remains an under-researched area in the information systems discipline. Intrigued by the influential role of creativity in organizational performance, we aim to explore its role in using BA. Through a qualitative approach, we aim to establish the importance of creativity for BA use and provide a deeper understanding of users’ (i.e., business analysts’) perceptions of creativity in the BA use process.8engAttribution-NonCommercial-NoDerivatives 4.0 InternationalBusiness Intelligence, Business Analytics, and Big Data: Innovation, Deployment, and Managementbusiness analytics usecreativitypilot studyqualitative researchtext10.24251/HICSS.2023.657