The Role of the Subconscious Mind in Strategic Decision-Making for Achieving Organizational Mission and Vision: A Case Study of Private Universities in Nangarhar.

Strategic decision-making is essential for achieving organizational mission and vision, particularly in higher education institutions operating in dynamic and competitive environments. This study aimed to examine the influence of awareness of the subconscious mind and organizational environment on strategic decision-making and mission and vision alignment in private universities in Nangarhar, Afghanistan. A quantitative research approach is adopted using a structured questionnaire administered to 300 academic and administrative staff selected through convenience sampling. Data are analyzed using STATA through Cronbach’s alpha, descriptive statistics, Pearson correlation, simple regression, multiple regression, and multicollinearity diagnostics. The findings revealed that the measurement instrument demonstrated excellent reliability (α = 0.925). Correlation analysis indicated significant positive relationships among awareness of the subconscious mind, strategic decision-making, mission and vision alignment, and organizational environment (p < 0.001). Regression results showed that awareness of the subconscious mind significantly influenced strategic decision-making (B = 0.907) and mission and vision alignment (B = 0.758), while organizational environment also exerted significant positive effects on strategic decision-making (B = 0.598) and mission and vision alignment (B = 0.613). Multiple regression analysis further confirmed that both predictors significantly explained mission and vision alignment, with awareness of the subconscious mind having the strongest influence. The study concludes that enhancing subconscious awareness and fostering a supportive organizational environment can strengthen strategic decision-making and improve mission and vision alignment. It recommends leadership development programs that integrate subconscious cognitive awareness, reflective thinking, collaboration, and evidence-based strategic planning to improve institutional effectiveness in private universities. Keywords: subconscious mind, strategic decision-making, mission and vision