DECISION MAKING PROCESS IN THE BUSINESS INTELLIGENCE
management
Description
DECISION MAKING PROCESS IN THE BUSINESS
INTELLIGENCE 3.0 CONTEXT
UDC / UDK: 005.53:355.40
JEL classification / JEL klasifikacija: D80, L20, M21
Review / Pregledni rad
Received / Primljeno: July 17, 2018 / 17. srpnja 2018.
Accepted for publishing / Prihvaćeno za tisak: December 10, 2018 / 10. prosinca 2018.
Summary
Business Intelligence (BI) is the critical tool for making quality and fact-based
decision. It helps decision-makers to make the timely and right decision. Using BI
solutions, the decision-makers can improve decisions quality and ultimately they
can be more efficient in fulfilling its business objective, contributing to the
organization's competitive advantage. BI solutions and tools are not sufficient
enough to make competitive advantage alone. Highly qualified personnel need to
engage to extract the full potential of BI solutions and to be the bridge that
connects domain and expert analytical knowledge. In this aspect, if managing of
organization ambidexterity improves, decision quality improves as well. Final BI
products and insight will be useful only if decision-makers use them at every level
of decision making. The organization should take motivational steps to assure
that managers read, prepare and exchange BI products. Decision-making
standard of "HiPPOs" (the Highest Paid Person in Organization makes the
decision) should be a relic of the past, and new decision-making process should
be data and intelligence driven.
The paper consists of three parts. Part 1- gives the overview of theoretical
consideration of the decision-making process and manager's roles. In Part 2- BI
system, with all its elements, is portrayed as the indispensable tool for the quality
decision-making process. Part 3- presents the conclusion.
Keywords: Business Intelligence, decision-making process, decision, data,
ambidexterity, analyst
