DECISION MAKING PROCESS IN THE BUSINESS INTELLIGENCE 3.0 CONTEXT UDC / UDK: 005.53:355.40 JEL classification / JEL klasifikacija: D80, L20, M21 Review / Pregledni rad Received / Primljeno: July 17, 2018 / 17. srpnja 2018. Accepted for publishing / Prihvaćeno za tisak: December 10, 2018 / 10. prosinca 2018. Summary Business Intelligence (BI) is the critical tool for making quality and fact-based decision. It helps decision-makers to make the timely and right decision. Using BI solutions, the decision-makers can improve decisions quality and ultimately they can be more efficient in fulfilling its business objective, contributing to the organization's competitive advantage. BI solutions and tools are not sufficient enough to make competitive advantage alone. Highly qualified personnel need to engage to extract the full potential of BI solutions and to be the bridge that connects domain and expert analytical knowledge. In this aspect, if managing of organization ambidexterity improves, decision quality improves as well. Final BI products and insight will be useful only if decision-makers use them at every level of decision making. The organization should take motivational steps to assure that managers read, prepare and exchange BI products. Decision-making standard of "HiPPOs" (the Highest Paid Person in Organization makes the decision) should be a relic of the past, and new decision-making process should be data and intelligence driven. The paper consists of three parts. Part 1- gives the overview of theoretical consideration of the decision-making process and manager's roles. In Part 2- BI system, with all its elements, is portrayed as the indispensable tool for the quality decision-making process. Part 3- presents the conclusion. Keywords: Business Intelligence, decision-making process, decision, data, ambidexterity, analyst 

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