Impact of Digital Era on Business Productivity: A Study on Morrison's

Research Plan

Table of Contents
Introduction......................................................................................................................................3
1.4 Research Questions........................................................................................................5
1.5 Research Significance.....................................................................................................5
2 Literature Review..........................................................................................................................6
Theme 1: The importance of the digital era in relation to the performance of the business
................................................................................................................................................6
Theme 2: The digital technologies adopted by organization to manage productivity at
workplace...............................................................................................................................6
Theme 3: To find out the challenges faced by Morrison’s while using digital technologies
for managing level of productivity within an organization..................................................7
Methodology....................................................................................................................................8
References......................................................................................................................................11

Introduction
1.1 Research Background
The term digital transformation is known to have a major impact on the business and it
environment which lead to bring more opportunities. As per the present environment, due to
digital transformation the performance of the companies got improved. Due to the digital
transformation, the economy and the whole society has transformed that is why, due to change
and development in the digitalisation the way of performing the business has changed. In this
chapter, the information will be on the topic of digitalisation in order to present the detailed
introduction of the role and long-term effects of digitalisation on the performance of the
business. Following this, various technologies which are used by the company will also be
explained and the issues will be projected in this part. And in the growth of the company
productivity matters a lot. If the management is not productive then the business has to deal with
the adverse impact and larger the company greater the impact of such unproductivity on the
operations. When the productivity is properly managed then the overall operational cost will be
reduced. Due to which the company will be able to provide the products at low price as
compared to other competitors. It can be seen that when the business is doing good in its field
then it will be able to contribute more to the improvement. As well the level of efficiency will
also be improved and the coordination among employee’s personality and skills. In addition to
this, productivity in business is considered to be essential and is attainable over the optimisation
of various processes, investment in know-how, invention, and also by achieving commitment
from employees to improve quality work. Due to the right combination and with clear strategy in
place, the business will automatically grow and prosper.
1.2 Problem statement
Low productivity is one of the main issues for the retail companies which leads to bring less
involvement of the customers with the company. The level of productivity is directly connected
with the efficiency of the production of the goods and services. Nowadays the companies are
adopting new technologies and ways so that they can deal with the competition in the market.
But sometimes to implement the digitalisation can be a complex process as there is lack of
strategy in the company as it is must to have a proper set of strategy in order to achieve the
desired targets of the company. Also, the technology is complicated in nature therefore, it can be
major issue for the company undergoing the digital transformation. In some cases, it can also be

seen that employees also resist the changes as they enjoy the things doing in old ways. Moreover,
the companies lack of proper IT skills as it requires a team whose main goal is to attain the
digital transformation. That is cybersecurity, software integration, data migration and many
others. Moreover, it is not a basic investment that is why the companies are to take care of all the
other expenses so that everything will be managed easily. The goal of this study is to highlight
the application of rapidly evolving digital technology in various situation that is crisis
management. The role of digital technologies in crisis management will also be emphasised. This
study can be used anywhere in the world, but it is aimed at people who are concerned about the
crisis management of the chosen organisation (Young, 2020). A business crisis is defined as an
occurrence that has a significant impact on a company's success while also having the potential
to harm the company's reputation and operations. A corporate crisis can come from the outside or
from within, which is why contingency planning is so important. A crisis is a scenario that
affects employees, customers, the company, stakeholders, and revenue. As a result, crisis
management is seen as a crucial component of public relations. The retail industry as a whole
must take into account a wide range of external factors. Covid-19, for example, has experienced
a loss in the year 2020 due to an unanticipated tragedy. In this industry, there is a clear
correlation between implementing new digital technologies and crisis management. Because
digital transformation necessitates the use of a variety of tools, there is a clear link between
integrating new digital technologies and crisis management in the hotel industry. As a result,
digital transformation necessitates the integration of digital technology across departments.
1.3 Aim and objectives
Aim
“To analyse the long-term effects of digital era on the productivity of the business”: A study on
Morrison’s.
Objectives
 To determine the importance of the digital era in relation to the performance of the
business.
 To evaluate the digital technologies adopted by organisation to manage productivity at
workplace.
 To find out the challenges faced by Morrison’s while using digital technologies for
managing level of productivity within an organisation.