Harnessing Big Data for Strategic Decision-Making in Digital Enterprises

Big Data has been applied to organisational strategy and has revolutionised the decision-making process of digital enterprises and the optimisation of their operations and competitive advantages. This paper discusses the value of Big Data as a strategic resource which improves managerial decision-making and organisational agility in the digital economy. Based on available literature, this study explores the theoretical basis of the data-driven strategy, specifically the Resource-Based View (RBV), Dynamic Capabilities Theory, and Data-Driven Decision-Making (DDDM) schools of thought. This paper argues that Big Data would allow companies to shift to evidence-based strategic decision-making as opposed to intuition-driven decisions, enhance innovation and responsiveness, as well as market intelligence. It also establishes managerial and ethical issues like data quality, complexity of integration, and algorithmic bias that determine the capacity of organisations to use data for strategic purposes. The paper concludes by proposing a conceptual framework that explains how Big Data capabilities lead to strategic insight and decision excellence in digital businesses, with a focus on prospects such as the incorporation of artificial intelligence (AI), real-time analytics and data democratisation.