The Influence of Digital Technology on the Management of H&M

Business Management
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ABSTRACT
Purpose – This research on accessibility of digital technology objectifies to investigate the
influence of digital technology on the management of an organisation. This research is conducted
using the case study of H&M and qualitative research methods. It provides the exploration of the
relationship between the increase of digital technology accessibility of a company and the
increased management performance of that company.
Design/methodology/approach – This present investigation is largely based on primary
research but includes the empirical framework of literatures that are based on digital technology
and its impacts on an organisation. The literature data in this research is collected from books
and journals. The primary data in this investigation is collected from the method of survey using
a questionnaire tool.
Findings – The most important finding which has been gathered from this investigation is
that the independent and dependent variables of this research are correlated to each other as with
the increasing digital technology accessibility of H&M, its management performance is also
increasing.
Practical implications – This investigation can be used to research on the positive and
negative influences which digital technology levies of a retail organisation.
Originality/value – This investigation paper is an academic study that has been conducted
considering H&M as the case study.
Key word – Digital technology, performance and management.
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CONTENTS
ABSTRACT....................................................................................................................................2
TITLE..............................................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Background to research topic................................................................................................4
1.2 Background to research organisation.....................................................................................4
1.3 Research rationale..................................................................................................................5
1.4 Research questions.................................................................................................................5
1.5 Research aims and objectives................................................................................................5
Aim: -...........................................................................................................................................5
Objective: -..................................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction of literature review............................................................................................6
2.2 Main body..............................................................................................................................6
2.3 Conclusion of literature review.............................................................................................9
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................9
3.1 Research process....................................................................................................................9
3.2 Research approach.................................................................................................................9
3.3 Research strategy.................................................................................................................10
3.4 Research methodology.........................................................................................................10
3.5 Research instruments/tools..................................................................................................10
3.6 Sampling..............................................................................................................................12
3.6 Ethical implications.............................................................................................................13
CHAPTER 4: FINDINGS (DATA PRESENTATION)................................................................13
CHAPTER 5: DISCUSSION (DATA INTERPRETATION).......................................................15
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................24
6.1 Conclusion...........................................................................................................................24
6.2 Recommendations................................................................................................................25
6.3 Implications for further research.........................................................................................26
REFERENCES..............................................................................................................................27
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TITLE
“The influence that increasing digital access bring over the management of fashion retailer”
CHAPTER 1: INTRODUCTION
1.1 Background to research topic
In current competitive business environment, technology becomes increasingly important that
leads the organisation towards success. Digital access is referred as the ability to participate
completely in digital society. It involves access to technologies and tools like computers and
internet which enable for full participation (Böger, Wecht, and Stalder, 2019). There are various
levels of digital access as some people have more access to digital technology and other people
have less access. It is an important concept which allows fair accessibility to technological tools
and the ability to utilise it to enhance the processes of businesses. Increased digitalization has an
impact on business activities involving business models of company by allowing different forms
of cooperation between business entities and lead to new products and services along with new
form of relationship of organisation with employees and customers. This report intent to
determine the influence that increasing digital access bring over the management of fashion retail
business. In order to accomplish this aim of project, the objectives and research questions are
developing which provides path to complete the research systematically.
1.2 Background to research organisation
Hennes & Mauritz (H&M) is one of the well-known Swedish multinational retailer of
clothing which offers fast fashion clothing for women, teenagers, children and men. The
company was founded in year 1947, around 73 years ago by Erling Persson and is headquartered
in Stockholm, Sweden. The company offers its products and services worldwide. As of year
2019, Hennes and Mauritz perform its business operations in around 74 nations with 5000 outlets
under different company brands. It is one of the largest global clothing retailer which also has
significant online presence along with online shopping available in around 33 countries. As the
access to digital technology is increasing very rapidly, it impacts on management of fashion
retailer (Mackey and Gass, 2015). Employing technological tools in its business processes help
the company in gaining competitive advantage in market and accomplish growth and success for
long term. The impact of increasing digital access on management of fashion retailer company,
i.e., Hennes & Mauritz is determined in project.
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1.3 Research rationale
This investigation is based on the topic “The influence that increasing digital access bring
over the management of fashion retailer”. Performing research on this topic is significant for
researcher as it helps in gaining understanding about different mediums of digital access which
are utilised in retail industry. It also supports in determining the influence of digital platform on
business of fashion retailer company along with the relationship between rising access digital
technology and improving management of organisation (Rovai, 2018). This report is highly
significant for researcher in determining the impact that maximizing digital access bring on
management of fashion retailer. By knowing the impacts, it enables organisation to develop
appropriate strategies that will help in in leading organisation towards success.
1.4 Research questions
The questions related to this particular investigation are as follows:
 Explain about the several different medium of digital access used in retail industry?
 What is the main influence of digital platform over the business of H&M?
 What is the relationship between increasing access to digital platform and improving
management of H&M?
1.5 Research aims and objectives
Aim: -
The aim of the investigation is “To determine the influence that increasing digital access
bring over the management of fashion retail business”. A study on H&M.
Objective: -
The main objectives related to this investigation are mentioned below:
 To identify several medium of digital access used in retail industry.
 To examine the influence of digital platform over the business of H&M.
 To ascertain the relationship between increasing access to digital platform and improving
management of H&M.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of literature review
Literature review is referred as the survey of scholarly sources like books, articles, journals
and thesis associated with particular topic or question of research. In the research project, the
main purpose of performing literature review is to family arise researcher with current state of
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knowledge on topic. It also assists in identifying the gaps between knowledge and unresolved
issues that the research project can address. This renders an overview of important findings as
well as debate associated with the topic (Wiek, and Lang, 2016). This research project is
performed on topic “To determine the influence that increasing digital access bring over the
management of fashion retail business”. A study on H&M. Different literatures are reviewed and
viewpoints of different authors are compared below on distinct themes associated with the topic.
2.2 Main body
Different medium of digital access used in fashion retail industry:
As per the view point of Yeung, and Ang, 2016, in current competitive business
scenario, internet has become more important in fashion retail outlet, that develops new
opportunities as well as challenges for merchandisers. There are several mediums of digital
access which are utilised in fashion retail industry. These medium includes mobile phone
applications, virtual reality, mobile wallet, self-checkout system, digital price tags, automatic
checkout, speed shop, smart shopping carts, QR codes etc. All these mediums enable an
organisation to access digitally by utilising these different medium. In the automatic checkout
system, use of combination of computer vision, sensor fusion technology and deep learning is
made in order to automate the process of payment as well as checkout (Mani, Kesavan, and
Swaminathan, 2015). This means consumer can enter into the outlet, pick up their items and
leave without checking out or queuing, while the payment is made automatically by an
application.
From the point of view of Watanabe, Naveed and Neittaanmäki, (2018), Out of the
various mediums that helps an organisation to access digital technology, the virtual retail outlets
are most trending in current scenario. These virtual outlets allow an effective client experience in
which they sense the products not only by touch and sight but also by hear. This type pf
technology is only used by the retailers which deal in expensive products. Another digital
accessibility mediums trending in current scenario is self checkout which is highly used by
clothing and fashion retailers. This technology avoids human interaction and saves time of the
customers.
Main influence of digital platform over the business of H&M:
As per the view point of Gao, and Su, 2017, Digital platform provides several
advantages to business and influence positively on its performance and productivity. It provides
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