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Business Intelligence (BI) is highly promoted and praised, yet not all expectations are realised. Instead, numerous reports of failed BI implementations and challenges prevail. This paper examines BI challenges in the context of Goods-Dominant (G-D) and Service-Dominant (S-D) Logic. Literature sources and a qualitative case study are used to identify BI's challenges, conceptual perceptions and related beliefs. The link between these is then reflected and examples are provided demonstrating how G-D Logic may potentially be an underlying cause of or contributor to BI's challenges. A dominant focus -- typical of G-D Logic -- on BI as a product of a BI technology process is identified in BI's prevailing perceptions and beliefs. In this paper we demonstrate examples of how this is detrimental to the use and benefit of BI and propose S-D Logic as a solution with potential.