Business development and management decision-making based on data analysis
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In Latin America, business development faces constraints associated with low digital maturity, connectivity gaps, limited analytical capabilities, and managerial decisions still based on intuitive criteria, a situation that particularly affects MSMEs and reduces their competitive potential. The objective of this study was to analyze how the use of data analytics influences business development and managerial decision-making in Latin American companies. The research was conducted using a qualitative approach, with a non-experimental and cross-sectional design, through a documentary review of scientific literature, technical reports, and institutional evidence on digital transformation, analytical capabilities, and organizational performance. The results showed that 71% of MSMEs were at beginner or novice levels of digital maturity, while 72% remained in early stages of data and analytics; furthermore, the adoption of advanced technologies was higher in large companies and varied by sector and country. The discussion shows that basic digitalization does not guarantee evidence-based decisions, since performance depends on organizational capabilities, talent, connectivity, and integrated systems. It is concluded that data strengthen business development when they are transformed into sustainable managerial capabilities for decision-making, competition, and value creation.
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