The Role of Data Analytics in Strategic Decision Making in Multinational Companies

Abstract

In an increasingly competitive era of globalization, multinational companies face complex challenges in making strategic decisions. This research aims to explore the role of data analytics in supporting strategic decision making in multinational companies. The methodology used is a quantitative approach with data analysis from case studies on several multinational companies that integrate data analytics in their business processes. The results show that the use of data analytics contributes significantly to improving the efficiency of strategic decision-making processes, including the identification of market opportunities, risk mitigation, and product development. In addition, data analytics enables companies to understand market dynamics in real-time, thereby strengthening their competitive advantage. Factors such as technology infrastructure, data quality, and team analytics capabilities are key to the successful implementation of data analytics. This research concludes that data analytics plays a crucial role in supporting strategic decision-making based on accurate and relevant information. Thus, multinational companies are advised to continue developing their data analytics capabilities as part of a sustainable business strategy.