The era of big data has transformed strategic decision-making within the business sector, prompting a shift from intuition-based to analytics-driven approaches. This literature review synthesizes current research on the influence of big data on business strategy, emphasizing enhanced decision-making accuracy, real-time operational agility, predictive analytics for proactive strategizing, and the tailoring of customer experiences through personalization. Advanced analytic techniques applied to vast data sets provide a competitive edge by uncovering hidden patterns in customer behavior, market dynamics, and operational efficiency. The integration of predictive analytics allows businesses to anticipate market trends and consumer needs, fostering a proactive rather than reactive business model. Additionally, the capability to personalize products and services on an unprecedented scale signifies a departure from homogeneous marketing strategies to ones that are highly individualized. However, the adoption of big data analytics is not without challenges; it necessitates substantial infrastructural investments, a cultural shift towards data literacy, and the careful navigation of ethical considerations regarding privacy and data stewardship. Ethical considerations are scrutinized in light of regulations such as the GDPR (2016) and CCPA (2018), with insights from Barocas & Selbst (2016) on the potential for data's disparate impact. The review concludes that big data analytics is indispensable for businesses seeking to remain competitive in a rapidly evolving marketplace, necessitating a nuanced approach to its technical, human, and ethical dimensions for firms to maintain a competitive edge, ensure responsible stewardship, enhance decision-making processes, enable agility, and create personalized customer experiences.