Investigating the Challenges in the Success of Business Intelligence and Neural Networks in Green Marketing

Business and IT leaders understand that technology is the best opportunity to gain insights and decision‐making capabilities to discover new opportunities, increase efficiency, and achieve company objectives. This study investigates the factors affecting business management’s success using business intelligence and neural networks in green marketing and to examine the barriers to failure in organizations and businesses. The research is a library study, and the results are based on the literature review. According to the results, many organizations strive to implement strategic business intelligence initiatives to improve organizational‐level access to the information needed to support business development. In this study, we intend to answer the following questions: “If business intelligence is a top priority, what if there are budget or resource problems? Why is user acceptance so low in companies that have started to implement business intelligence? Why does business intelligence seldom succeed even when business intelligence is the number one priority?” The literature review results show that obstacles to the successful implementation of business intelligence are not purely technological. They are often within the organization itself. As a result, a business intelligence initiative can be easily offset by some factors, and produce less value due to contradictory behavior, thus failing to achieve organizational goals. Successful projects are often the result of a combination of successful people, strategies, and technologies because success is difficult in the absence of other factors.