Mohammad Ali et. al., International Journal of Research in Management, Economics and Commerce, ISSN 2250-057X, Impact Factor: 6.384, Volume 06 Issue 10, October 2016, Page 1-6 www.indusedu.org Page 1 Small Data and Big Data: Combination make better Decision Mohammad Ali 1 , Puput Ichwatus Sholihah 2 , Kawsar Ahmed 3 , and Sri Palupi Prabandari 4 1 (PhD Candidate of Technology Economics and Management at the Business School of Hohai University China) 2 (PhD Candidate of School of Public Administration, Hohai University China) 3 (PhD Candidate of International Business at the School of Management and Economics, South East University China) 4 (PhD Candidate of Management Department, Huazhong University of Science and Technology China) Abstract: This paper aims to explain the combination of the use of big data and the data small which would create more value for the company. Giving example both from big company (Apple and Huawei) and small Entreprise (Twiddy & Company, Point Defiance Zoo & Aquarium Tacoma, and RichRelevance) this paper presents evidence that they are using a combination of big data and small the data is believed to be provide competitive advantage for the company.For some companies use small data can become more practical and useful, but for another company could even happen in reverse. With all the benefits associated with big and small data, it is proper to known that over reliance on either big or small data all times will hinder the progress of an organization. This paper also propose solution for the company in which level they suppose to combine the data big and small data. in the end, this paper pointed out that for company doesn't matter whether is big data or small data. What matters is having the data, of whatever size, that helps us solve a problem or addresses the question we have and for many problems and questions. Keywords: Big Data, Small Data, Company, Strategic Management I. INTRODUCTION Data has become a catchall phrase for company. The amount of data pouring into company through ever expending channels is staggering. Last two years more data have been produced in all of prior history (Davenport et al, 2013). “The speed, at which business are moving today, combined with the sheer volume of data created by the digitezed world, requires a new approaches to derive value from data. Since the speed of businesses and the massive amounts of the speed of business today and the massive amounts of data being generated, company must find new ways to figuring out what is in it and what to do with it. The data itself can be divided into two types; one is big data and other is small data.When used correctly, data (no matter big or small) can yield insight to develop, refine or redirect business initiatives. Moreover it can discover operational roadblocks; streamline supply chains; better understand customers; as well as develop new product, services and business models (Smith & Willson,2011). Succesfully leveraging toward combination of big data and small data insight requires a real investment in proven technologies, updated workforce skills and leadership focus. Company must combine three facets of strategy-technical, organizational andcultural in order to implement a data platform that suits the business and its objectives.Several articles highlight the importance of using big data in their business. According to a May 2011 McKingsey Global Institute’s report, company embracing big data has the potential to increase its operating margin by more than 60 percent (Manyika et al., 2011). Some of the other presents data that their company/organization are not doing much with big data, in a 2013 survey of 951 Havard Business Review readers, many respondents said they were familiar with the concept of big data, but only 28% said that their organization were using big data to make decisions or create new business opportunities (see: Figure 1).