Review article
PREDIKTIVNA ANALITIKA I ODRŽIVO POSLOVANJE: ULOGA IT ALATA U DONOŠENJU STRATEŠKIH ODLUKA
Nešad Krnjić
; Sveučilište/Univerzitet “VITEZ“ Fakultet informacijskih tehnologija
Admir Sivro
; Sveučilište/Univerzitet “VITEZ“ Fakultet informacijskih tehnologija
Abstract
This paper explores the role of predictive analytics in sustainable business, with a particular focus on the contribution of IT tools to strategic decision-making processes. Predictive analytics, based on statistical models, machine learning, and big data processing, enables organizations to identify trends, reduce risks, and optimize business operations. The methodological approach is based on the analysis of relevant scientific literature, comparative analysis of traditional and data-driven decision-making models, and case studies from the financial, healthcare, retail, and industrial sectors. The research findings indicate that predictive analytics can contribute to cost reduction, improved decision-making quality, and enhanced organizational competitiveness. At the same time, several challenges were identified, including data misinterpretation, excessive reliance on technology, and the need for qualified professionals. The discussion emphasizes the importance of balancing human judgment and analytical systems, along with responsible data governance and ethical use of technology. The paper concludes that predictive analytics represents an important factor of digital transformation and can contribute to long-term sustainable business development.
Keywords
predictive analytics; sustainable business; IT tools; strategic decision-making; digital transformation.
Hrčak ID:
350746
URI
Publication date:
8.9.2026.
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