Comparative Technology and its Impact on Sales for Zara and H&M during Pandemic

This research analyzes the impact of comparative technology on sales for Zara and H&M during the pandemic. It evaluates the challenges faced by organizations while using comparative technology and recommends solutions. The study also identifies the impact of technology on sales and the concept of comparative technology. The research methodology includes a qualitative approach, thematic analysis, and data collection through surveys and secondary sources. The study aims to evaluate the use of comparative technology and its effect on sales for Zara and H&M.

RESEARCH METHODOLOGY

TABLE OF CONTENTS
Background..................................................................................................................................3
Rationale......................................................................................................................................3
Literature Review........................................................................................................................4
Research methodology.................................................................................................................7
REFERENCES................................................................................................................................1

Title: To analyse the comparative Technology and its impact on sales for Zara and H&M during
pandemic.
Background
Pandemic has given boost to technology in business area and helped the organization in
increasing their overall growth. Along with this, fashion sector needs new updates in order to
increase their customer range as well as to meet up with competition. Moreover, the present
study will discuss about comparative technology as it is growing necessity. The business world is
leaning toward digitalization and it is hard to separate both of them. Although innovation is
must for business and technology is making it easier for business to sustain and come up with
new ideas (Leischnig and Geigenmüller, 2020). The role of technology in business is increasing
tremendous growth in trade and commerce as well as the business concepts and models are result
of introduction of technology. Moreover, technology gave new and better approach on the way
of conducting business as well as it provides faster and convenient way of performing business
transactions. In addition to this, some of actions of technology in business include management
information system, sales system and other complicated tools. The present research is based on
Zara and H&M which are one of the famous brand in fashion retail sector. It deals in clothing of
men and women and all their product are of premium quality and it is focusing on increasing
their sales through using advance technology.
Aim: To evaluate use of comparative technology and the way it affects sales of Zara and H&M.
Objectives:
 To understand the concept of comparative technology and its various types.
 To evaluate the relation of comparative technology in increasing the sales of firm.
 To identify the challenges faced by organization while using comparative technology.
 To recommend the best solution for dealing with the challenges pertaining to use of
technology.
Research question:
1. What is the role of technology during the time of pandemic?
2. What is the impact of comparative technology on sales of Zara and H&M?
Rationale
The main reason for selecting this topic is to analyse various factor which can be used for
increasing the sales of company. Along with this, the research will help in identifying the

technology and the way it has been used in increasing growth of business in effective way.
Moreover, the research will also address the issues which has been faced by company while
making use of various type of comparative technology (Kirchherr and Urban, 2018). The another
reason for selecting this topic for research as it drives the attention towards information toward
how and in what manner technology can be utilized. Although this research will help other
organization in making using of appropriate technology and the way to make use of optimum
resource. It will be beneficial for other scholar as it can make use of this research as secondary
method of data collection.
Literature Review
Theme 1: To understand the concept of comparative technology and its various types.
Kerras and et.al., (2020) has define technology a use of science, data and information
applications by organization in order to achieve goals. It has affected business in both positive
as well as negative manner. Although business is dynamic in nature and technology is helping
the business owner to deal with it in effective manner. Moreover, in the time of pandemic it has
been found that digitalization has been grown effectively and world business was depended on it
for working. Kirchherr and Urban, (2018) has stated that technology has been necessity of
organization as it helps in reaching higher level and with making use of minimal resources.
Thus, it allows company to make better product and faster services delivered to client and
customer. Moreover, business involves communication and transportation and other sector for
running the company effectively but with help of technology it connects with world and make
the smooth flow of information in all sector of business. Thus, internet helps the company to
reach wider global market and it is one of the most common marketing tool to attract customer
by sharing the information related to products and service offered by company on various social
sites. Moreover, technology is not only advantageous for business but it is also threat such as
hacking and sharing of personnel information. Hence company has to be responsible while
utilizing power of technology so that it can avoid threats. It also helps in making decision for the
organization such as it allow in collecting data of market and customer taste and preferences
which helps in making product and services to according to their demand. In addition to this,
technological tools like CRM and digital marketing sites has helped in identifying taste and
preferences of customer as well as allow to know about the business strategy used by
competitors.

Theme 2: To evaluate the relation of comparative technology in increasing the sales of firm.
Vutova, and et.al., (2022) has define that business has virtually nothing to do with
technology and implementing it can work wonders in boosting the sales of company. Nowadays
customer is more digital and high tech which does not mean that business process need to be
complicated but for improving customer experience organization has to make use of technology
in order to increase sales. da Silva and et.al., (2022) has stated that technology can affect privacy
of customer as there has been flow of information on various sites. So it can lead in decreasing
the sales and losing potential customer. Although there have been various sites which can be
used by organization such as Social media for building relation with customer by providing
personal insight of business that will contribute in making personally connected with consumer.
Moreover, social sites are useful tool for interacting with customer by understanding their taste
and preference which helps in connecting with brand more. These sites can be used to educate
their audience though social media outlets that result in increasing the sales of firm drastically.
Hilkevics and Hilkevics, (2017) has stated that during pandemic most of business has
shifted from cash to online payment transfer. Thus, adding technology like Square a card reader
that can plug into smartphone or tablet as well as it will reduce manual process which allow the
company to focus on other aspect of company. This system also come with free point of sales
software at low cost and it has been perfect tool for making sales. It is convent in using as it can
go with I Pad and it do not require more space than traditional POS system. Moreover, in most
case introducing technology into business means more productivity at lower cost. Such as
company can make use of tools like employee scheduling which helps in reducing the amount of
time that manager and employees are dealing with schedules. Also technology will contribute in
saving time and energy which can be used by them in working on themselves that will lead in
providing excellent experience or getting productive work to finish project as well as saving
money that directly increase sales.
Mladenović and et.al., (2020) has stated that introducing card system or an application is one
of the best and effective way of increasing sales and building loyalty of customer. Along with
this, customer loves using money saving technology like gift card system such as Starbucks has
managed successful customer card system and application to provide them with coupons and
deals. In this method consumer think that it is saving money by making actual purchase and

therefore spending more money. Thus, giving customer card of membership makes them feel
more appreciated and special which ultimately leads in increasing the sales of firm.
Theme 3: To identify the challenges faced by organization while using comparative
technology.
Coccia, (2020) has identify various challenges which is faced by company while making use of
technology in business. The major issues related to information security as data need to be
protected though IP, financial documents and customer information is important for keeping the
business healthy and competitive. There has been issue related to cyber security as various
business have different information security requirements as well as hiring IT professionals and
cyber security are both costly and difficult to find.
Along with this, Kuo and Shyu, (2021) has define that company can make use of Data
Protection act in order to keep the information safe. This act allows in saving time and money
that leads in making good economic sense as well as it also represent to customer that company
care about their privacy which leads in building reputation of brand. Hackers are coming up with
new tricks that can increase risk so it is important for managing security solutions.
Another common issues that are being faced by company is data backup problem and it can
occur in different ways. If organization do not have efficient data backup strategy, then there is
high chance that hackers will breach the security system. Thus, it can make use of ransomware to
steal data and hold it in exchange for money and it can even steal the private information of
employees and customer. That can lead in huge loss for business and bad brand reputation in
market. So it is important for the company to make use of effective backup strategy to protect
confidential data.
The another issue faced by company is related to technology cost as for making use of
advance technology organization has to pay their suppliers and there will be billing and invoice
requirements. Along with this, it also involves lot of paper work and the task can be repetitive
that may waste lots of time of employees. Thus, there will be reduction in productivity and the
amount spend will be more. However, Vutova and et.al., (2022) has stated that with optimum a
utilization of resources the company can cut down their expenses that will lead in maintaining
efficiency and productivity of firm. Thus, it will cut down paperwork as well as manage the bills
and invoice much better by reducing mistakes.

Moreover, organization can face issues like Hardware and software problem like malfunctioning
PC or software. It can lead delay in accomplishing the daily task so company has to standardized
office hardware components.
Research methodology
Research type: There are two type of method in this such as qualitative and quantitate. Along
with this, in the present research scholar has adopted for qualitative method as the topic is more
related with theoretical approach. The motive behind making use this approach is to find relevant
data for qualitative research and it will be helpful for topic.
Research Approaches: It is consisting of plan and procedure us for collecting information and
it has been segmented into two types such as inductive and deductive (Billups and Julia, 2019).
In the present research scholar will adopt for indicative method as it will more suitable with
qualitative method of data collection. Moreover, it will also contribute in finding accurate data
for the research which will contribute in accomplishing the aim of study.
Research philosophy: It include strategy use for collecting information as well as data
collection process and analysis. There two ways such as interpretivism and positivism. In the
present study the scholar will be making use of interpretivism method as it will contribute in
finding true response for the qualitative method. Along with this, another motive for choosing
this approach is that it will analyses the data related comparative technology.
Data collection: This is known as method of gathering data from relevant sources in order to
make report authentic. There are two ways through which researcher can collect data such
primary and secondary. In the present data has been gather through making use of both the
method for making the study more accurate. Although for primary the researcher will make use
of survey for collecting information whereas in case of secondary method the scholar will be
making use of books and journal as well as online articles.
Sampling: There are two methods of collecting data such as probabilistic and non- probabilistic.
The present research will be making use of simple random method for collecting the primary
data in which information will be done by selecting questionnaire in which 30 managers of Zara
and H&M will be selected.
Data analysis: It is known as process of inspection and transforming the data which will
support research (Coccia, 2020). There are two methods such as thematic and SPSS for

evaluating the information. Although researcher will make use of thematic method in which
different themes will be designed to present the key finding,
Reliability and validity: In this study the data has been collected from relevant online sites that
has been published after 2018. The articles will be related to comparative technology and its
impact on sales that will be help in maintaining credibility of research. Moreover, for
maintaining the validity the researcher will be collecting information through copyright sources.
Research Limitation: In the present research the key limitations are time, money and
unavailability of resources. Thus, in order to reduce limitation researcher has been using
thematic analysis for finding the key elements. Along with this, it has not been using quantitative
approach as it has limited resources.
Ethical consideration
The consent form will be signed by the participant that will represent that data has been
collected with their permission. Along with this, in the present research the data protection act
has been followed so that privacy of the candidates can be protected (Frieß and et.al., 2019).
Moreover, reference list will be attach at the end of the file that will present that information will
be collected from reliable sources.

REFERENCES
Books and journals
Billups, J. O. and Julia, M. C., 2019. Technology transfer and integrated social development:
International issues and possibilities for social work. In Social Development and Societies in
Transition (pp. 236-247). Routledge.
Coccia, M., 2020. Comparative concepts of technology for strategic management. Global
Encyclopedia of Public Administration, Public Policy, and Governance. Springer Nature
Switzerland AG.
da Silva, V. L. and et.al., 2022. Fundamental elements in Technology Transfer: an in-depth
analysis. Technology Analysis & Strategic Management. 34(2). pp.223-244.
Frieß, J. L. and et.al., 2019. Gene drives as a new quality in GMO releases—a comparative
technology characterization. PeerJ. 7. p.e6793.
Hilkevics, S. and Hilkevics, A., 2017. The comparative analysis of technology transfer
models. Entrepreneurship and Sustainability Issues. 4(4). p.540.
Kerras, H. and et.al., 2020. The impact of the gender digital divide on sustainable development:
comparative analysis between the European Union and the Maghreb. Sustainability. 12(8).
p.3347.
Kirchherr, J. and Urban, F., 2018. Technology transfer and cooperation for low carbon energy
technology: Analysing 30 years of scholarship and proposing a research agenda. Energy
Policy. 119. pp.600-609.
Kuo, C. C. and Shyu, J. Z., 2021. A cross-national comparative policy analysis of the blockchain
technology between the USA and China. Sustainability. 13(12). p.6893.
Leischnig, A. and Geigenmüller, A., 2020. Examining alliance management capabilities in
university-industry collaboration. The Journal of Technology Transfer. 45(1). pp.9-30.
Mladenović and et.al., 2020. Governance cultures and sociotechnical imaginaries of self-driving
vehicle technology: Comparative analysis of Finland, UK and Germany. In Advances in
transport policy and planning (Vol. 5. pp. 235-262). Academic Press.
Vutova, Y. and et.al., 2022. POSC285 A Comparative Analysis of Priorities and Methods of
Health Technology Assessment (HTA) of Drugs in Selected Countries. Value in Health. 25(1).
p.S190.
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Online references
A, B., 2018. [Online]. Available through <>
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