STRATEGIC FINANCIAL DECISION-MAKING AND ITS IMPACT ON FIRM PERFORMANCE IN EMERGING MARKETS

This study explores the relationship between strategic financial decision-making and firm performance within the context of emerging markets. In an increasingly volatile global economy, firms in developing regions face unique financial challenges that require strategic choices in areas such as capital structure, investment decisions, and liquidity management. This research aims to analyze how these decisions affect overall firm performance, measured by financial indicators such as Return on Assets (ROA), Return on Equity (ROE), and Earnings per Share (EPS). A quantitative approach was employed using panel data from 80 publicly listed companies across five emerging economies over a five-year period (2018–2022). The results indicate that strategic financial decisions—particularly those related to capital allocation and debt management—have a statistically significant impact on firm profitability and market valuation. The study highlights the critical importance of adaptive financial strategies in enhancing competitiveness and long-term sustainability. Findings are expected to serve as a reference for financial managers and policy makers in developing countries