EVALUATION OF THE IMPACT OF CREATIVE USE OF BUSINESS INTELLIGENCE SYSTEMS ON THE PERFORMANCE OF THE ELECTRICITY INDUSTRY IN IRAN

Nowadays, the use of creative ideas in companies' business intelligence systems is significant and leads to improving their performance.  This study aims to evaluate the impact of the creative use of business intelligence systems on the performance of the Electricity industry in Iran. The data collection tool was a questionnaire, and the data collection was done in 2022. Data analysis was done using the structural equation model of the data. The data shows that creative ideas affect the business intelligence of the electricity industry with a probability of 99%. Also, sales marketing, internal operations management, and procurement affect the performance of the electricity industry with a probability of 99%. The results show that creative ideas for business intelligence systems lead to improved performance in the electricity industry.