Original scientific paper
INTUITION AND BUSINESS INTELLIGENCE – THE INTEGRATION KEY TO CORRECT BUSINESS DECISION-MAKING
Sanja Jurić
Abstract
Can intuition as an affective judgment derived from quick, unconscious, and holistic associations be viewed as an integral part of business intelligence – a concept that has been trying for decades to eliminate it from the business decision-making process? How valid is it to discuss such an integration, given the premise of exclusive objectivity and rationality that is expected from decision-makers, without the involvement of emotions, as a form of non-rational and irrational behavior? From the previous questions, the work aims to prove that intuition has not completely disappeared from the concept of business intelligence, but how it is integrated into the same concept as a rational component arising from the subconscious of the decision maker, ensuring quick and correct business decision-making. Essentially, intuition serves as a tool in business decision-making, with this approach stemming from a positive feeling, a limited understanding, and a subconscious process, which in conditions of uncertainty, unpredictability, and rapid change, as a functional element offered to a rational and factual approach to the concept of business intelligence, offers decision-makers the right choice in a sea of facts and indicators. The survey research, in which 69 decisionmakers took part, provided the basis for the analysis of the set hypotheses and provided the opportunity to form the key to quick and correct business decision-making through the integration of intuition and business intelligence as inseparable dimensions of the business decision-making process.
Keywords
intuition, business intelligence, integration, components, business decision-making
Hrčak ID:
320116
URI
Publication date:
31.7.2024.
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