الريادة لاقتصاديات الأعمال
Volume 12, Numéro 2, Pages 512-532
2026-06-21

The Strategic Role Of Intelligent Decision Support Systems In Enhancing Decision-making To Achieve Corporate Leadership In A Digital Business Environment: The Case Of Alibaba



Authors : Khelifa Ahmed . Hacini Manal . Gourine Hadj Kouider .

Abstract

This study examines the role of intelligent decision support systems as a strategic tool in organizations operating in a digital environment, focusing on Alibaba’s experience as a practical model. The study aims to demonstrate how artificial intelligence, machine learning, and big data analytics can enhance the effectiveness and accuracy of strategic decisions within digital companies. It also seeks to analyze the contribution of these systems in improving operational efficiency, fostering innovation, and better risk management. The results showed that using intelligent decision support systems helped improve inventory management, customize marketing offers, and accelerate the decision-making process, thereby enhancing the company’s competitive capability. Additionally, these smart systems contributed to improving customer experience and increasing loyalty through personalized and effective recommendations. The study highlighted the importance of high interaction between users and intelligent systems, supporting teamwork, and flexibility in adapting to market changes. It also indicated that analyzing big data and converting it into strategic insights can strengthen informed decision-making. Based on Alibaba’s experience, other companies can adopt these systems to achieve sustainable competitive advantage in the digital business environment. Overall, the study confirms that intelligent decision support systems are a vital tool for enhancing decision quality and achieving superior organizational performance.

Keywords

Intelligent Decision Support Systems ; AI ; Digital Environment ; Alibaba

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