Impact of Digital Technologies and Innovations on Organizational Development: A Case Study of Burberry

This report analyzes the impact of digital technologies and innovations on organizational development using Burberry as a case study. It examines major innovations and digital technologies used by the company, their pros and cons, and how they impact data and knowledge management in decision-making processes.

Digital Portfolio

Table of Contents
Table of Contents.............................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1.............................................................................................................................................1
Provide a brief description of the client organisation. Identify and evaluate major innovations
and digital technologies that your client is using...................................................................1
Task these innovations and digital technologies affect organisational development. Examine
the pros and cons of these technologies.................................................................................3
Task 3...............................................................................................................................................6
Discuss how the said innovations and digital technologies impact on data and knowledge
management in process of decision making in your client’s organisation. Justify your
statements...............................................................................................................................6
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................7
Books and Journals.................................................................................................................7

INTRODUCTION
A digital portfolio is a computer-based notebook or document in which data is collected over
time through digital tools and techniques. In contemporary business environment digital portfolio
represents an online collection of jobs, demonstrating the competencies and skills of
professionals and a specific field created using computer-based technology that consists of the
best presentation over a period of time. In a business environment, the importance of a digital
portfolio lies in developing soft skills, as it requires people to express their experiences and
represent them in an accessible way, giving businesses the opportunity to reflect on their project
goals and manage them over time. In Business environment importance and trends of digital
technologies are growing at fast pace, which leads to digital innovations, they bring unique and
creative production services to customers. For this report, we selected ASOS plc, a British luxury
fashion and cosmetic online retailer, to understand the concept of digital technology and
innovation and their impact on business operations. ASOS plc is one of the most fashion and
cosmetic brands in British fashion industry, founded by the famous Nick Robertson in 2000, it
was the largest fashion market at the time. The report will highlight a company profile and
identify the digital technologies and innovations that organizations are using, and describe the
strengths and weaknesses of innovation and digital technologies and their organizational
development. Finally, the report will discuss innovation and digital technologies and their impact
on data and knowledge management in organizational decision-making (Frizzo-Barker, and et.
al., 2020).
MAIN BODY
TASK 1
Provide a brief description of the client organisation. Identify and evaluate major innovations and
digital technologies that your client is using.
Company overview
Burberry was founded in Basingstoke in 1856 by Thomas Burberry at the age of 21. The
company's design principle is that fashion and clothing should be designed to protect people
from the UK weather and climate. Later in 1879, Thomas Burberry invented gabardine, a
weatherproof, brittle headwear fabric that revolutionized raincoats, and was patented in 1888.
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However, in the upcoming 1912, the company patented the design of the Tielocken coat. The
invention shows the technology of the windbreaker in a patent, the former is a windbreaker lock,
the tie lock is closed by a single shoulder strap, and the buckle is opened and closed with only
one button at the neckline. With Burberry's growing focus on sustainability and the environment,
the Burberry Foundation has established an independent charity for general charitable purposes
and grants. December 2009 and spring 2010 Women’s wear Shows From Milan to London,
London Fashion Week 25th Anniversary.
The company is a purpose-driven, values-driven brand committed to being a force for good in
the world. Good endorses environmental community and policy responsibilities and also
contributes to global sustainable development goals. Beyond fashion brands, Burberry is a
destination for consumers to discover what is working to make a better world, from the
environment of their communities to the people who shape them, driven by a company that
aspires to excel. The Burberry brand has become synonymous with so-called chav culture. As
such, Burberry is one of the most iconic names in British fashion, and one of the most
distinctive, as its patents and trademarks are instantly recognizable. Over the years, the brand has
stood for its elegance and taste, even though it has a long history of getting to know the people
out there, as Burberry has a grand status covered with upper-class and working-class people
(Boojihawon, and Ngoasong, 2018).
Major innovations and digital technologies
ASOS plc from the day the one it’s thought of starting a business has invested heavily in
digital innovation and technology to shape the business according to new market trends, and has
registered trademarks and patents. Leading fashion brand Burberry has been effectively
deploying digital innovation and technology across its marketing, customer service, production
and other business operations. In the online fashion retail industry the ASOS plc with the usage
of digital strategy is setting a trend in the UK fashion industry. Some of the key digital
technologies and innovations used by the company are described below:
Cloud-based technology: To understand customer experience, the company uses digital
technology to deliver high-quality service at ASOS, which enables cloud-based business agility.
The company has been using cloud-based digital technologies to directly and indirectly
differentiate itself among e-commerce platforms as well as online retailers and luxury online
department stores. With this, Burberry's digital technologies and innovation through cloud-based
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technologies have become key drivers of business growth, with the online business through
cloud-based technologies driving the company's sales by 50% in the third quarter of the financial
year. With it cloud its technology, the fashion and cosmetic retailer ASOS plc used digital to
make it stores available to the customers at the time of pandemic and also using the effective
digital tools like life chat virtual appointments and virtual client events the company has
explicitly drive a growth. Using this company also included at digital strategy that includes pop
ups and local activation on its website (Milani, 2019).
Digital marketing: Digital marketing technologies is another major technological element used
by respected business organisation in carrying out their business operations and activities. For
instance, it facilitates in promoting and advertising the products up the company with the use of
digital marketing platforms in order to reach their customers in an innovative manner. In addition
to that, primary advantage of using digital marketing technology is global reach to customers as
well as it incurs low cost in carrying out marketing practices. Moreover, It requires the use of
mobile phones on computers as well as Internet facilities in order to accomplish this meaningful
process among customers in society.
Artificial intelligence: this technological element or innovation is most preferred technological
element in today's business organisations. For instance, respective business organisation has
introduced a feature of Google search which involves A I powered feature which could be used
by customers to imagine the British fashion products around them. It involves an application
which allows in user to use a shopping tool which includes virtual image recognition technology
and advanced algorithms that represents how customer will look in that particular clothing. The
use of artificial intelligence in business organisations is further influenced by the advancement of
technology and easy access of the same. Therefore, it contributes various additional values
towards customer as well as business organisation by providing customers an innovative
approach of shopping (Love, and Matthews, 2019).
Task these innovations and digital technologies affect organisational development. Examine the
pros and cons of these technologies.
Cloud-based technology: The use of cloud based technology provides access to information,
database, files, servers, etc. For instance, representatives working in respective business
organisation have access to required information and databases which further facilitate in
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effective decision-making practises and procedures. Moreover, it could further facilitate in
determining existing scenario of operations and activities within the workplace of organisation.
 Pros: The primary and major of pros associated with use of cloud-based technology
includes reduction in cost, security of information or data, reliability over the source of
information, etc. In order to be precise, when employees have access to this information
from various different source of information at their own place, they are not required to
move from one place to another which result in reduction of cost. In addition to that, the
use of big data analytics within the perspective business organisation further provides
reliability to the source of information (Aleksandrova, Vasiliev, and Letuchev, 2018).
 Cons: The major of the problems or issues associated with cloud-based technology
includes technicalities such as network outages, downtime of network, and reboots of
system which could further lead to loss of information as well as barrier in getting out
operations and activities. Furthermore, the inspector business organisation has used
interdependence over these sources of information as they have stored each and every
sort of information of respective business organisation.
Digital Marketing: The consideration of digital marketing practices in carrying out marketing
activities and practices further facilitates in spreading awareness of products and services offered
by a business organisation. Referring to respective business organisation, with the use of social
media platforms as well as search engine optimisations, it ensures attention of customers towards
clothing apparels as well as other accessories offered to customers in the market. In addition to
that, with the increasing use of social media platforms by consumers in society, it has been
influencing active attention of customers towards advertisements of businesses according to their
needs and requirements (Martinov, Ljubimov, and Martinova, 2020).
 Pros: The foremost advantage associated with digital marketing practices include global
reach to customers with minimum cost. For instance, there is not requirement for
marketing representatives to actually visit that particular geographical location in order to
get the attention of that customer towards their products and services. In addition to that,
it further facilitates in reduction of cost in carrying out promotional and advertisement
practices over the digital platforms. Furthermore, it increases sales of products offered by
respective company with getting the attention of customers towards these products.
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Therefore, it also contributes additional values towards enhancement of overall brand
image with getting in reach with customers with global presence.
 Cons: The major pitfall associated with use of digital marketing practices is that it has
gave a rise to global competition with establishment of various additional business
organisations. With the use of effective digital marketing practices by business
organisations in promoting their products and services, it has created a highly competitive
business environment which could lead to shift of customers towards products offered by
other competition brands in the market. In addition to that, visibility of customer
complaints and feedback over these platforms could lead to inability of company in
retaining existing customer base of the company. Therefore, it could lead to degradation
of overall brand image of the company among customer in society after reading these
negative comments and feedbacks (Yadegaridehkordi, and et. al., 2018).
Artificial intelligence: Referring to organisation point of view, it has been considered as
contributing additional values towards customers in society. For instance, it has further
influenced efficiency and productivity in workplace with the use of suitable artificial intelligence
in workplace of a business organisation. The AI powered google analytical tool of Burberry
allows customers to try their apparels in a virtual manner which further promotes sales of these
apparels among customers. Moreover, it makes the overall procedure easier and uncomplicated
with innovative approach that allows a business organisation to meet customer needs and
demands (Nabieva, 2021).
 Pros: The primary and foremost advantages associated with use of AI technology is
minimising the chances of errors due to low human involvement. A technology or
machine is believed to be free of error which facilitates in maintaining smooth
functioning of operations and activities within workplace. In addition to that, these AI
technologies are operating over the process of machine learning which includes learning
of behaviour as well as approaches of customers in their shopping experiences.
Furthermore, it allows a company to offer suitable and appropriate apparels according to
their previous shopping experiences with the company. Therefore, it results in increasing
overall sales of the company.
Cons: High cost in implementation of these AI powered technologies is the major concern in
implementation of these technologies. For instance, consideration of AI in carrying out repetitive
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tasks and activities in workplace, further degrades the value of employment as it reduces the
requirement of human workforce in workplace. In addition to that, it also makes the customers
lazy when they are provided with such innovative technologies (Mintz, and Brodie, 2019).
Task 3
Discuss how the said innovations and digital technologies impact on data and knowledge
management in process of decision making in your client’s organisation. Justify your
statements.
There is a huge necessity for business organisations to have access to required information
and data in order to ensure effective decision-making practices. For instance, these innovative
and digital technologies allow a business organisation in acquiring and analysing information
with their application and implementation in the workplace.
 Cloud-based technology: The primary function of this technology is already deals with
access to information from different networks and systems associated with respective
business organisation. It includes previous data bases of company, sales reports, financial
statements that further facilitates in development of new and efficient strategies. In
addition to that, all these information and data bases further provide overview of existing
scenario of company as well as allows determining suitable strategies for betterment
(Hanlon, 2021).
 Digital Marketing: With the reach of customers all around the globe, Burberry gets
access to their insights which include most liked products of customers, customers of
particular location looking for specific products, time spent by a customer over a product,
etc. In order to be precise, it provides an overview to company regarding what products
are liked by customers as well as products that are not preferred by customers. Therefore,
all these information could be used by management representatives of respective business
organisation in effective decision-making practices regarding their product portfolio as
well as investment decisions.
Artificial Intelligence: The use of artificial intelligence facilitates in designing a virtual mindset
of customers for that particular business organisation in order to understand the behaviour as
well as mindset of customers behind purchase of a particular product or service. Referring to
respective business organisation, the google AI technology of Burberry provides them with
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insightful information of mindset of customer in shopping with company. It includes purpose,
choices, spending power, preferences, etc. of that particular customer in purchasing and
consumption of products offered by respective business organisation. Therefore, this information
could be used decision making regarding providing rights customers with suitable products
which could further lead to increase in sales of products offered by Burberry in market (Jackson,
2019).
CONCLUSION
From the above information it is concluded that organisations must adopt new technologies
and digital innovations in order to gain sustainable competitive edge. Also, the for the fashion
industry the digital technology like cloud computing, artificial intelligence, and digital marketing
has been observed with massive development as well as preferences of business organisations
towards implementation of the same. In addition to that, all these innovative and digital
technologies have some or the other pros and cons that affects as well as influences sales of
products offered by Burberry to their customers. Furthermore, these technologies contribute
additional values in decision making practices of respective business organisation by providing
them with required information and data in order to carry out their operations and activities in an
efficient manner. Therefore, these innovative and digital technologies contribute various
additional values towards growth and development of a businesss organisaiton.
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References:
Books and Journals
Frizzo-Barker, and et. al., 2020. Blockchain as a disruptive technology for business: A
systematic review. International Journal of Information Management, 51, p.102029.
Boojihawon, D. K. and Ngoasong, Z. M., 2018. Emerging digital business models in developing
economies: The case of Cameroon. Strategic Change, 27(2), pp.129-137.
Milani, F., 2019. Digital business analysis. Springer International Publishing.
Love, P. E. and Matthews, J., 2019. The ‘how’of benefits management for digital technology:
From engineering to asset management. Automation in Construction, 107, p.102930.
Aleksandrova, S. V., Vasiliev, V. A. and Letuchev, G. M., 2018, September. Digital technology
and quality management. In 2018 IEEE International Conference" Quality Management,
Transport and Information Security, Information Technologies"(IT&QM&IS) (pp. 18-
21). IEEE.
Martinov, G. M., Ljubimov, A. B. and Martinova, L. I., 2020. From classic CNC systems to
cloud-based technology and back. Robotics and Computer-Integrated Manufacturing,
63, p.101927.
Yadegaridehkordi, and et. al., 2018. Predicting the adoption of cloud-based technology using
fuzzy analytic hierarchy process and structural equation modelling approaches. Applied
Soft Computing, 66, pp.77-89.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Nabieva, N. M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN DEVELOPMENT.
Theoretical & Applied Science, (2), pp.333-340.
Mintz, Y. and Brodie, R., 2019. Introduction to artificial intelligence in medicine. Minimally
Invasive Therapy & Allied Technologies, 28(2), pp.73-81.
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Jackson, P. C., 2019. Introduction to artificial intelligence. Courier Dover Publications.
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