Аннотация
In an era of rapidly evolving market conditions, the ability to harness big data and machine learning has become a critical factor in effective strategic management. This study outlines a practical and systematic approach to building analytical models that support better decision-making, corporate governance, and long-term flexibility. Through a comparative examination of both international and Kazakhstani firms including Unilever, JP Morgan Chase, Siemens AG, Alibaba Group, and Kazakhtelecom the research explores how organizations are embedding data-driven practices into their strategic frameworks. The analysis gives particular attention to theoretical lenses such as the Resource-Based View and the concept of dynamic capabilities, framing data as a pivotal asset for long-term success. The results highlight the role of big data in enhancing competitive positioning by boosting strategic foresight, ensuring greater transparency in governance, and enabling faster, more informed decisions. The research also introduces a conceptual model designed to support the practical integration of data initiatives with broader strategic goals.