Big Data Potentials to Reduce Uncertainty in Strategic Decision–Making Process

Decision–making under uncertainty has been investigated in different domains during the past few years to examine how people make decisions. Recently, big data emerged and is recognized as a promising approach to assist companies in improving the quality of their choices. Several organizations face problems in taking advantage of big data tools. For this reason, it is important to study this topic further. Accordingly, this paper investigates how big data tools can help decision-makers reduce uncertainty in strategic decisions.This study reviews the literature on Strategic decision–making processes (SDMP) and big data and provides a complete view of how these concepts are connected and the impact of big data tools on the quality of the decision. After a comprehensive literature analysis, a model is proposed to solve this problem by analyzing the SDMP-making process to clarify the uncertainty in the decision–making process steps and assess how big data tools can be used by administrators in the decision-making process.The analysis's result discloses the potential for improving the strategic decision–making process under uncertainty. It also reveals that the uncertainty inherent to technology usage influences decision-makers' choices. Accordingly, a framework is proposed to assess the incorporation of big data analytics tools in companies to fully benefit from these tools' power.