دانلود رایگان مقاله انگلیسی اعمال اطلاعات کسب و کار در اندازه های کوچک برای شرکت های سودمند - الزویر 2018

Abstract

With the expression, “Business Intelligence” we refer to intelligent technologies that may help companies improve their performances and have better possibilities to survive and develop. Anyway, in this regard, we sometimes have a double negative impression, namely that on one side there is a certain lack of practical indications on how to apply this in everyday companies’ life and, secondly, that it is often not taken into due consideration the extremely reduced size of companies, the limited entrepreneurial competences and the scarce availability of technologies. In this paper, apart from highlighting the role of Business Intelligence in practice, we try to find a way to apply it also in small size companies focusing on two critical aspects, namely customer’s profitability and their satisfaction level that, especially if considered in their reciprocal interaction, may have a great impact on companies’ outcomes though using simple technologies.

5. Conclusions

The first fundamental conclusion is that most companies, in particular small ones, do not make use of technologies to collect the data they should need to manage successfully their business; in most cases, the balance sheet is the only incomplete and insufficient accountancy tool they have. In this regard, we highlighted two fundamental aspects with a very high impact on financial outcomes that companies should monitor continuously and that, on the contrary, seem to be very much neglected, namely customer satisfaction level and profitability.

Nowadays in Business Intelligence we have very effective technologies that nevertheless, apart from being very expensive, require high technical competences so that we run the risk that all remain the exclusive privilege of large companies that, in turn, represent in Italy – but most likely in most European countries – an extremely limited percentage.

In fact, in Italy, individual companies are approximately 60% and a large majority of them offer services of different nature; as we pointed out for them it would not be difficult to have a realistic representation of their customers' satisfaction level and profitability, due to the limited number of customers. As for profitability, it may be sufficient to make use of elementary technologies such as an evolved excel sheet or even better a simple data processing system personalized on the specific needs of the organization. The same considerations may be extended to most of the micro (35%) and small companies (4,8%) that have respectively a staff of 2-9 and 10-49 persons. Therefore an even more important conclusion is that the main problem here is not a matter of technology but of entrepreneurial culture that prevents companies from investing in relationships with customers as well as in internal fundamental analyses such as monitoring customer satisfaction and profitability, because they tend to neglect the customers they already have and they concentrate most of their efforts in an indiscriminate sales policy, namely a continuous research of new customers.