Impact of Using Advance Technology on Business Performance: A Case Study of Morrison

This study examines the impact of using advance technology on the performance of Morrison, a retail company. It explores the concept of advance technology, its relationship with company performance, and the challenges faced by Morrison in implementing new technologies. The study aims to provide recommendations for minimizing these challenges.

Assessment

Abstract
The current study is based upon Morrison and also assist to examine impact of using -
advance technology within business. The study is based upon qualitative study in which scholar
uses primary as well as secondary data for meet the define aim. Also, under primary study,
investigator uses questionnaire which is send to 20 mangers of quoted firm in order to determine
the impact of company. Also, the findings of the study clearly reflected that Morrison uses
variety of advance technology and it creates positive impact upon the business performance. On
the other side, it also faces different challenges which needs to be improved in order to stay
ahead in the competition.

Table of Contents
INTRODUCTION...........................................................................................................................4
Background..................................................................................................................................4
Rationale......................................................................................................................................4
Aim and Objectives.....................................................................................................................4
Literature Review............................................................................................................................5
Theme 1: Concept of advance technology...................................................................................5
Theme 2: Relationship between advance technology and company performance......................5
Theme 3: Challenges face by Morrison while implementing new technologies.........................6
Methodology....................................................................................................................................7
Results..........................................................................................................................................8
Discussion..................................................................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
Appendix........................................................................................................................................19
Questionnaire.............................................................................................................................19

INTRODUCTION
Background
In the modern era, range of companies uses advance technologies in order to stay ahead
in the competition. In the same way, current study will provide a deep understanding about the
advance technology and their importance in company’s operation. There are many advance tools
used by the retail industry which in turn assist to increase customer base and financial
performance. Thus, it can be stated that with the help of advance tool, company satisfy the need
of customers and improve the financial performance as well. For the study, Morrison as a retail
company is chosen who provide range of product to their customers at reasonable rates.
Currently the company has its operations in different areas which clearly reflected that it has a
brand image at global level. Similarly, with the help of the study, company determine the use of
advance technology and its importance for the success of a company.
Rationale
The reason for conducing the research on this specific topic is such that it will assist to
determine the role of advance technology within business. Also in this modern era, every
company is looking to stay ahead in the competition and this is possible by adhering the advance
techniques. Therefore, in the same way, current study will assist to determine the impact of
different advance technology within business and this in turn assist to improve the overall
performance of a company. On the other side, scholar also have their own interest to conduct the
study in this topic which will help to increase the skills and capabilities.
Aim and Objectives
Aim: To analyze the impact of using advance technology upon the company performance in the
context of retail industry: A case study of Morrison”
Objectives:
 To understand the concept of advance technology
 To examine the relationship between advance technology and company performance
 To ascertain the challenges face by Morrison while implementing new technologies
 To recommend the best ways through which challenges are minimized.

Research Question
 What do you understand by advance technology?
 What is the relationship between advance technology and company performance?
 What are the challenges face by Morrison while implementing new technologies?
Literature Review
Theme 1: Concept of advance technology
Berge and et.al., (2020) stated that it is define as a new or developing IT innovation
which provides best services to their customers. In every industry, there are ranges of option
available which in turn improve the process and product. Similarly, in retail industry Artificial
intelligence is one of the most transformative evolution which improve the overall performance.
Further, Chege, Wang and Suntu (2020) argued that personalized customer service is another
important thing which assist to increase customer base. In addition to this, it is also analyzed that
through advance technology, company improve the communication level which in turn assist to
provide best variety of product to their customers.
Theme 2: Relationship between advance technology and company performance
Norton and et.al., (2019) stated that technology advance continue to demand that business
grow and to stay ahead in competition, there is a need to adopt new technologies. Technology is
used to protect the financial data and assist to keep the ideas away from their competition.
Therefore, it is stated that there is a positive impact upon business, if company uses advance
technology. Singh, Singh and Gautam (2019) also argued that with the help of technologies,
company save cost and expand business capabilities which in turn improve the overall
performance. Thus, company’s performance is increases if advance techniques are used within
business.
In addition to this, Niaki and Nonino (2017) also share their views that there is a positive
relationship between implementing advance technology and business performance. Such that it
improve the business performance across the business and which leads to create brand awareness

within market. Also, through implementing advance tool, company increase connectivity of staff
because it include those working remotely. Hence, this in turn assist to enable the collaboration
between different team and other part of business as well. Kim, Lee and Jung (2020) reflected
that sometimes implementing advance technology within business will increase the employee
engagement and motivate staff members as well. It is so because employees increase the learning
which in turn raise the performance and connectivity within business. Overall, it can be stated
that with the help of adhering advance tool, company improve the efficiency and this in turn
encourage staff members as well (Impact of advance technology upon business performance,
2020).
In this modern era, every company keep innovating its new product with an aim to
increase the profitability. Moreover, this will help to creates positive impact upon business
performance. On the other side, Donthu and Gustafsson (2020) share their views that now
company uses tools for increasing employee performance and this in turn leads to creates direct
impact upon productivity of a business. Hence, different computer programs and business
software allow employees to process more information as compared to manual method. That is
why, it is necessary for the business to improve the overall performance which in turn increase
the customer base and productivity level too.
Theme 3: Challenges face by Morrison while implementing new technologies
According to Mardiana (2018) company faces finance issue while implementing new
techniques and this in turn affect the overall business environment. Also this affect the business
in opposite manner and that is why most of the company do not use the same. Deshwal (2020)
share their opinion and stated that lack of expertise is consider another challenge that affect the
business environment. That is why, there is a need to solve the define challenges that assist to
implement new techniques easily.
Chheda and Sayed (2020) stated that due to implementing range of advance technique,
most of the company faces issue of disruption concerns which in turn cause negative impact
upon business performance. Also, most of the company do not have professionals who support
the business to minimize the issue related to advance technology. That is why, it is consider the

biggest challenge for the company that needs to be improved. In addition to this, there is no
proper implementation strategy in order to develop technology appropriately and this in turn
leads to security issue. Sadq and et.al., (2020) also share their opinions and stated that company
do not offer proper staff training to staff members which in turn leads to affect the
implementation process in opposite manner. Hence, it is quite necessary for the company to
identify the challenge and minimize the same as well. Also, most of the companies of the firm do
not involve everyone to provide their opinion which in turn help to meet the define aim.
Methodology
Research type: For the current study, scholar will uses qualitative research type in which in-
depth data are collected that assist to meet the define aim.
Research Approach: It is the plan and procedure which is consist of different steps that is used
for detail methods of data collection, analysis as well as interpretation. With the help of this,
scholar analyze the relevancy of different variable to meet the define aim (Smyth, 2020). That is
why, Inductive research approach will be adopted by the researcher in order to generate the best
results because it is relied upon qualitative study.
Research Philosophy: It is define as a notion in which information is gathered, analyzed as well
as used. Through this, researcher also determine the views of respondents and support the same
within study. Among all, Interpretivism research philosophy will be used by the investigator
because it will assist to interpret the results in better manner. Also, scholar generates the best
outcome that assists to meet the results.
Data collection: It is the process of collecting and analyzing the data which in turn assist to
answer the research question and meet the define aim as well (Braun and et.al., 2020). There are
two types of data collection methods will be used i.e. primary and secondary such that under
primary, questionnaire is designed while in secondary data, relevant books and articles will be
selected.
Data analysis: DA is the process of transforming the collected data in order to discover the
information which is used for business decision making. Hence, with the help of this
methodology, researcher extract the useful information from information which in turn assist to

examine the appropriate results. In this, thematic data analysis method has been selected in
which graphs and tables are designed that assist to examine the impact of advance technology
upon organization performance.
Sampling: It is the process which is used in statistical analysis in which predetermine number of
respondents are selected from a larger population in order to generate the best outcome (Patel,
2020). There are two types of sampling method i.e. purposive and non- purposive sampling
method. For sampling 20 managers of Morrison will be selected who assist to improve the results
and meet the define aim as well.
Ethical Consideration: With regards to primary data, proper confidentiality should be maintain
in which no personal information should be shared with third party. Also, researcher should
make sure that they comply with Data Protection act and ensure about the privacy of selected
respondents. In addition to this, investigator should also make sure that there is a proper
communication flow between all respondents and they do not share any wrong information that
might affect the results.
Results
Theme 1: Morrison uses advance technology
Respondent
s
Yes 16
No 4

Yes No
0
2
4
6
8
10
12
14
16
16
4
Respondents
Interpretation: In accordance with the above graph, it is interpreted that majority of the
respondents are agree that Morrison uses range of advance technologies at the workplace. Such
that out of 20, 16 stated yes and only 4 of the said no. Hence, it is clearly examine that more than
half of the selected candidate are agreed because firm have their online business and it is
necessary for the quoted business to comply with advance technique in order to stay ahead in
competition.
Theme 2: Advance technology creates direct impact upon company performance
Respondent
s
Yes 17
No 4

17
4
Yes
No
Interpretation: From the primary research, it is interpreted that more than half of the selected
candidate are agree that by using advance technology, company performance is affected in
positive manner. Such that out of 20, 17 are agreed with the statement and only 3 of them are
said no. Hence, it is clearly examine that through advance tool, company is able to grow its
business and adopt rapid changes which in turn assist to stay ahead in the competition as well.
Theme 3: advance technique is implemented by company
Respondent
s
Online business 2
AI 4
Personalized customer service 2
All of these 12

Online business AI Personalized
customer service All of these
0
2
4
6
8
10
12
2
4
2
12
Interpretation: As per the table and diagram, it is analyzed that there are range of advance
technique which in used by the Morrison. Like out of 20, 2 of them stated that company uses
online business, 4 of them stated that it uses Artificial Intelligence while 2 stated that
personalized customer service are used by the company. Apart from this, 12 of them stated that
all of these advance technologies are used by the company in order to attract customer and
generate positive impact upon the company performance.
Theme 4: Benefit of using advance technology at workplace
Respondent
s
Increase performance 2
Attract customer 3
Improve operations 1
All of these 14

Increase
performance Attract customer Improve
operations All of these
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2 3 1 14
Interpretation: Through the above chart, it is interpreted that using of advance technology will
assist the company to create brand awareness. Such that most of the respondents are agree that
there are lots of advantages which a firm use in order to grab attention of many customers. Like
2 participants stated that it assist to increase performance, while 3 of them stated that through
advance technology company attract customers and only 1 stated that it improve operations.
Hence, majority (14) of them stated that all of these are consider the benefits of using techniques
within Morrison.
Theme 5: any limitation to digital technology that is used by company
Respondent
s
Yes 18
No 2

Yes No
0
2
4
6
8
10
12
14
16
18
18
2
Interpretation: In accordance with the above table, it is exhibit that there are many limitation of
using advance technology and that is why, most of the employees are agreed with the statement.
Hence, out of 20 employees, 18 of them stated yes and only 2 of them stated no which is
reflected that there are some limitation which need to be overcome by the company.
Theme 6: Challenges did Morrison face while implementing new techniques
Responden
ts
Limited budget 2
Lack of expertise 3
Lack of strategy 4
All of these 11

2 3
4
11
Limited budget
Lack of expertise
Lack of strategy
All of these
Interpretation: While conducting primary research it has been concluded that there are many
challenges which Morrison faces different challenges in order to implement advance technology.
Such that 2 of the stated that limited budget is the challenge which a firm face while 3 of them
stated that lack of expertise and 4 explain that company do not have enough strategy to
implement the same. Therefore, majority of them stated that company faces all the issues in
order to implement new advance technology which need to be resolved.
Discussion
By conducting primary research it is analyzed that company uses different advance
technology such that online business, artificial intelligence and personalize customer service.
This in turn assist to improve the overall performance of company and keep attract the customers
as well. Also, it is supported under literature review in which Niaki and Nonino (2017) explain
that with the help of advance technology, the chances of human error is decrease which in turn
reduce the cost. For example, in Morrison, there are accurate accounting packages which enable
business to calculate the revenue and deal with expenses. Hence, with AI company improve the

performance of the business by making correct measures. Therefore, it is reflected that adhering
with advance technology company is able to meet the define aim. Further, majority of the
respondents are completely agree that advance technology creates positive impact upon business
such that it increase productivity in business. As online business will help to increase customer
base and this in turn leads to raise the brand image of the firm as well. Moreover, it is also
supported by Ghobakhloo and Azar (2018) that AI allow the firm to look like they have an entire
team working to satisfy the customers and this in turn save overhead cost and expand the
business capabilities. So, applying these advance technology will help to increase Morrison’s
performance and maintain goodwill at market as well.
On the other side, it is also analyzed from the primary research that advance technology
also have its own limitation and that is why, most of employees are agree with the statement.
Moşteanu, Faccia, and Cavaliere (2020) also supported and share their views that it cost high and
also increase the risk of job cuts too. Therefore, security risk are also consider another issue
which in turn affect the results of the company in negative manner. That is why, there is a need
to implement the best advance technology that do not cause any negative impact upon business.
Otherwise, it will lead to affect the brand image of the company in adverse manner. On the other
side, majority of the managers of Morrison also stated that company faces various challenges
while implementing any advance technology which need to be resolved. Some of the stated that
lack of strategy and expertise is consider the biggest challenge which most of the company faces.
In the same way Hurtado-Bermúdez and Romero-Abrio (2020) also present own by stating that
security issues are also consider a challenge because most of the business are got hacked and that
is why, there is a need to improve the same.
In addition to this, it is also examine that installing advance technique have its own
advantages and disadvantages which needs to be analyzed. Such that technology affect culture,
efficiency as well as relationship of a business but on the other side, it also affect the business in
positive manner. So, it can be stated that with the help of advance technique, company increase
financial performance as well as meet the demand of customers, which in turn improve the brand
image as well. Hence, automation changes the entire business style and most of the business
improve their operations in order to stay ahead in the competition.

CONCLUSION
By summing up above it has been concluded that advance technology creates direct impact
upon organization success. Through primary research it is concluded that in this modern era,
range of advance technologies are used that assist to improve the results. Also with the help of
qualitative study, researcher concluded that companies use many advance tools which leads to
affect in positive manner. Moreover, from the above it has been also concluded that from
secondary research it is clear that advance technology plays important role in the success of a
firm. Such that in retain industry most of the company uses different tools in order to stay ahead
in competition and this creates positive impact upon organization as well.
Through the research, scholar provides an in-depth view to all the companies who
operated within retail industry. Hence, when the same research will be perform in future,
investigator make sure that more specified topic will be selected. Also, try to complete the
project in specified time, so that it will do nor create any negative impact upon project.

REFERENCES
Books and Journals
Braun, V. and et.al., 2020. The online survey as a qualitative research tool. International Journal
of Social Research Methodology, pp.1-14.
Chege, S.M., Wang, D. and Suntu, S.L., 2020. Impact of information technology innovation on
firm performance in Kenya. Information Technology for Development.26(2). pp.316-345.
Chheda, R. and Sayed, S., 2020. Impact of Digital Technology on Innovation in Retail Business
Models. Studies in Indian Place Names. 40(36). pp.132-136.
Deshwal, V.K., 2020. COVID-19: Analysis disease pattern, treatment and use of advance
technology to control spreading of disease. Eur J Pharma Med Res. 7(5). pp.282-5.
Donthu, N. and Gustafsson, A., 2020. Effects of COVID-19 on business and research. Journal of
business research. 117. p.284.
Ghobakhloo, M. and Azar, A., 2018. Business excellence via advanced manufacturing
technology and lean-agile manufacturing. Journal of Manufacturing Technology
Management.
Hurtado-Bermúdez, S. and Romero-Abrio, A., 2020. The effects of combining virtual laboratory
and advanced technology research laboratory on university students’ conceptual
understanding of electron microscopy. Interactive Learning Environments, pp.1-16.
Kim, H.Y., Lee, Y. and Jung, Y.J., 2020. Digital atmosphere of fashion retail stores. Fashion and
Textiles. 7(1). pp.1-17.
Mardiana, H., 2018. Lecturer's Attitude towards Advance Technology and Its Impact to the
Learning Process: Case Study in Tangerang City Campuses. Online Submission.4(1). pp.12-
25.
Moşteanu, N.R., Faccia, A. and Cavaliere, L.P.L., 2020, August. Digitalization and green
economy-changes of business perspectives. In Proceedings of the 2020 4th International
Conference on Cloud and Big Data Computing (pp. 108-112).
Niaki, M.K. and Nonino, F., 2017. Impact of additive manufacturing on business
competitiveness: a multiple case study. Journal of Manufacturing Technology Management.
Norton, P.T. and et.al., 2019. Organizational Influences on Health Care System Adoption and
Use of Advanced Health Information Technology Capabilities. The American journal of
managed care. 25(1). p.e21.
Patel, N., 2020. Qualitative Research Methodology and Its Scope in Health Services
Research. Journal of Neurological Research and Therapy. 3(2). p.18.

Sadq, Z.M. and et.al., 2020. The Effect of Administrative Leadership on Achieving Business
Success Strategies (The Case of Lebanese French University). International Journal of
Advanced Science and Technology. 29(2). pp.3095-3102.
Singh, K.M., Singh, L.B. and Gautam, U.S., 2019. Cluster Front Line Demonstration an effective
tool for spreading the advance technology of Sesame among the farmers. The Journal of
Rural and Agricultural Research. 19(1). pp.10-14.
Smyth, J., 2020. Critical social science as a research methodology in universities in times of
crisis. Qualitative Research Journal.
ten Berge, J. and et.al., 2020. Technology implementation within enterprises and job ending
among employees. A study of the role of educational attainment, organizational tenure, age
and unionization. Research in Social Stratification and Mobility. 69. p.100548.
Online
Impact of advance technology upon business performance. 2020. [Online]. Available through: <
https://smallbusiness.chron.com/impact-technological-change-business-activity-2191.html >.

Appendix
Questionnaire
1. Is Morrison uses advance technologies at workplace?
 Yes
 No
2. Do you think advance technology creates direct impact upon company performance?
 Yes
 No
3. Which of the following advance technique is implemented by company?
 Online business
 AI
 Personalized customer service
 All of these
4. What are the benefit of using advance technology at workplace?
 Increase performance
 Attract customer
 Improve operations
 All of these
5. Have you find any limitation to digital technology that Is used by company?
 Yes
 No
6. What are the challenges did Morrison face while implementing new techniques?
 Limited budget
 Lack of expertise
 Lack of strategy
 All of these