In today's rapidly evolving global economy, businesses operating in emerging markets face
unique challenges and opportunities. To gain a competitive edge in such dynamic
environments, harnessing the power of business analytics has become imperative. This
systematic review aims to explore the diverse approaches and outcomes associated with
leveraging business analytics for competitive advantage in emerging markets. The study
employs a comprehensive review methodology, analyzing a wide range of scholarly articles …

This study systematically reviews the impact of business analytics on achieving competitive
advantage in emerging markets, focusing on the integration of advanced analytical tools and
strategies within organizational processes. Employing a systematic literature review and
content analysis methodology, this research scrutinizes peer-reviewed articles, conference
papers, and grey literature from 2018 to 2023, sourced from databases such as Web of
Science, Scopus, and IEEE Xplore. The inclusion criteria targeted studies that explore the …