Data Driven Decision Making in Global Organisations: A Review of Analytics, Managerial Capabilities, and Competitive Advantage

Data-driven decision making (DDDM) has emerged as a critical strategic capability for global organisations operating in data-intensive and highly competitive environments. Advances in big data analytics, artificial intelligence, and digital platforms have fundamentally altered how organisations generate insights, allocate resources, and sustain competitive advantage. This review article systematically synthesises prior research published in peer-reviewed journals and authoritative industry sources to examine how analytics capabilities and managerial capabilities jointly influence organisational performance and competitiveness. Drawing on 45–50 studies sourced from Google Scholar and ScienceDirect-indexed literature, the paper integrates findings across information systems, operations management, strategic management, and international business. The review identifies dominant themes, analytical approaches, capability dimensions, performance outcomes, and unresolved challenges. An integrative conceptual framework is proposed to explain how data resources, analytics maturity, and managerial cognition interact to create sustained competitive advantage in global organisations. The study contributes by consolidating fragmented literature and offering clear implications for managers and future research