Strategic decision making in a heterogeneous and uncertain business environment: integrated models for analysis and forecasting

Abstract

This article provides a comprehensive examination of models employed in strategic decision-making within a context characterized by heterogeneity and uncertainty in the business environment. It elucidates prominent theories and methodologies utilized for the identification, analysis, and response to diverse economic, social, and technological factors influencing the market environment. The discourse encompasses the evolution in strategic decision-making paradigms, encompassing transitions towards scenario planning, the delicate equilibrium between intuitive approaches and analytical methodologies, and the organizational adaptation to internal variations.