Title: Driving Sustainable Performance through Business Intelligence and Digital Marketing: Examining Green Supply Chains from a Dynamic Capabilities Lens
Authors: Dr. Ahmad Saleh Al-Sukkar
Volume: 10
Issue: 4
Pages: 76-82
Publication Date: 2026/04/28
Abstract:
The paper explores how Business Intelligence (BI) and Digital Marketing Capabilities affect sustainable organizational performance in the Jordanian manufacturing industry, with special attention paid to how the mediating variable of Green Supply Chain Practices (GSCP) is involved. The research is based on Dynamic Capabilities Theory and examines how companies can utilize internal digital capabilities to promote sustainability-oriented results. An approach based on quantitative research design was chosen and the structured questionnaire was conducted with the sample of the 312 manufacturing firms. The data collected were analyzed by Partial Least Squares Structural Equation Modeling (PLS-SEM) by SmartPLS 4.0. The findings indicate that the adoption of Green Supply Chain Practices is greatly facilitated by BI and Digital Marketing Capabilities, which in their turn has a powerful positive impact on sustainable organizational performance. Moreover, the connections between digital capabilities and sustainability performance are mediated either by GSCP partially or entirely, so it is an essential strategic tool that connects technological investments with the environmental and organizational performance. This research paper adds to the existing amount of literature on sustainable supply chains by presenting empirical data on the strategic role of digital capabilities in the motivational power of environmentally responsible activities. It also provides some useful theoretical and managerial information, as well as research prospects.