You are presented with multiple paper abstracts, alongside the associated literature review and chapter titles. Given the provided information, you are going to do a literature review. Please generate a coherent literature review that synthesizes the content, draws connections between different works, highlights major findings, and identifies any gaps in the existing research.

Literature Review Title: Successful business intelligence implementation: a systematic literature review 
Chapter Title:  Research methodology 
1. Abstract of Cited Paper (BIB001):  After over three decades of debate, the issue of international advertising standardisation versus adaptation has not resulted in clear conclusions. Previous research indicated that the practice of total standardisation was the exception rather than the rule. Therefore, it became apparent that analytical focus should be placed more firmly on modified forms of standardisation. To this end, a highly sensitive and objective model was developed and used to obtain detailed and precise comparisons between advertisements deployed in different national markets. The results of this study demonstrate that “standardisation” is a flexible policy that can be adapted to a range of circumstances and differing market conditions and not a niche policy that is only suitable for certain types of brands in certain types of market. The study also suggests that rather than focusing on the benefits of total adaptation or total standardisation, the debate should focus more on the benefits applicable to the exact forms of standardisation practiced.

Literature Review:
This research offers a thorough review of potential references in relation to factors having a bearing upon the implementation of BI. Since this study has the purpose of achieving an in-depth understanding of the variety of factors of implementation that other researchers have identified already, the correct approach was considered to be the undertaking of "content analysis". It was claimed by BIB002 that it was appropriate to use the content analysis method when the observed phenomena relate to communication, i.e. contact, message and statement, as opposed to physical objects or behaviour. For BIB001 , content analysis could be seen as a process for the identification, coding and categorisation of the primary data pattern. There was the following of a systematic approach in order to select relevant publications with an initial search of the literature taking place in March 2018 through the use of 11 search engines/databases. As such, to ensure that every relevant article was identified from the previous 20 years, i.e. from 1998 to 2018, the following search engines/ databases were utilised: Elsiver's, ProQuest, Emerald Insight, EBSCO host, SwtsWise, Taylor & Francis, JSTOR, Ingenta Connect, Wiley Interscience, Google Scholar and Meta Press. Before conducting the search, two more criteria were applied to determine the target publications. The first criterion is the publication language should be in English, and the second criterion is that to assure the quality of the publication, only peer-reviewed articles were adopted. To conduct the search, the key words used were "business", "intelligence" and "implementation". Those key words were selected as they aligned with the primary research object concepts and various combinations and variations were used. A variety of chains of key words were tried so that there could be identification of a version that would give results that were most effective without involving a high number of irrelevant publications. Finally, the chains of key words that were chosen for the systematic review of literature were as follows: BI and success, BI and implementation, BI and implementation, BI and success, BI and critical success factors, BI and success factors, BI and critical success factors, BI and success factors. The key words chosen for the search were selected from those supplied by authors of a number of relevant articles that had been identified within the preliminary review of literature. Finally, the total downloaded articles from the databases were 38 articles.