Journal of Economics and Management Volume 20, No. 1 March, 2024

The Role of Analytical Skills in Big Data-Driven Decision-Making in African Firms: Evidence from Morocco

Karim Ghanouane

Faculty of Economics and Law, Mohammedia. Hassan II University of Casablanca. Morocco

Taoufik Benkaraache

Faculty of Economics and Law, Mohammedia. Hassan II University of Casablanca. Morocco

Abstract

The purpose of the study was to investigate the impact of analytical skills on enhancing the decision-making process within Moroccan enterprises. Using a research questionnaire, the study obtained primary data from data profiles operating in 49 Moroccan companies. To analyze the data and test the hypotheses developed, we adopted and applied the partial least squares (PLS) method. The results of this study confirmed the overall hypothesis that analytical skills (technical and managerial) contribute to better decision making within the company at strategic, operational and administrative levels. The managerial contributions of this study are that managers can develop a deep understanding of how an information processing capability in a Big Data environment can help their firm make optimal decisions, and potentially give their firm a competitive advantage. Similarly, this work provides a good deal of guidance to managers and consultants involved in the implementation of Big Data analytics projects in companies to consider the technical and managerial skills needed to support the implementation project.

Keywords：Skills, Big Data, Firm, Analytical, Decision, Structural Equations.

JEL Classifications：O15, M15

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