Impact of Digital Technologies on Organisational Development: A Case Study of Marks and Spencer

This report analyzes the impact of digital technologies on organisational development using Marks and Spencer as a case study. It evaluates the major innovations and digital technologies that the company is using, examines the pros and cons of these technologies, and justifies the impact of innovations and digital technologies on data and knowledge management in the decision-making process of the company.

Digital Technologies
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1: A brief description of the client organisation. Identify and evaluate major innovations and
digital technologies that your client is using...............................................................................3
2: Assess how innovations and digital technologies affect organisational development.
Examine the pros and cons of these technologies.......................................................................5
3: Innovations and digital technologies impact on data and knowledge management in process
of decision making in your client’s organisation. Justify your statements..................................7
CONCLUSION..............................................................................................................................10
REFERENCES:.............................................................................................................................11
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INTRODUCTION
Digital technology can be defined as a networking and computing methods that are used by
the organisation for the smooth functioning so that work can be done ineffective and efficient
manner. With the change in the time, use of digital networking has increased a lot. The
information in companies is distributed in greater sense. Data are stored in computers or other
electronic devices with the help of advanced technologies by which sharing of information are
done on more creative way and utilize for longer time period. There are different types of digital
technologies such as video technologies in order to facilitate the working with audios and
pictures, GPS along with the 5G and virtual reality which is followed by the smart homes and
cloud and SaaS. Some other digital technology is artificial intelligence, Bitcoin, block chain and
cyber security and biometrics (Ibrahimaj, 2020). In recent time the term digital technology is
gaining more importance day by day as it nearly covers each and every aspect of the business
operation and life. With the use of this works are done in faster way and reliability, versatility
can also have maintained by this. For known the impact of digital technological innovation the
organisation that is selected will be Marks and Spencer. This file will cover information about
the overview of client organisation. Evaluation of major innovations and digital technologies that
the client company will be using. The major topic that is also covered in this is discussion made
on the impact of innovations and digital technologies on organisational development and the
pros and cons of technologies. The report also provides the insight on impact of innovations and
digital technologies on data and knowledge management in process of decision making in
client’s organisation with justification. In short digital technological advancement is necessary
for each company whether it be travel or tourism sector, hospitality industry or retail firms
(Anitah, 2019).
TASK
1: A brief description of the client organisation. Identify and evaluate major innovations and
digital technologies that your client is using.
Marks and Spencer is a well-known British multinational retail brand. The company is
founded on 1884 by Michael Marks and Thomas Spencer. The Headquarter of the company is in
London, England. The brand sale various goods and services like Clothing, food and beverage
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and home products. Marks and Spencer is also listed on London stock exchange with FTSE 250
index. There are more than 959 stores that company runs across UK, in which 615 of the stores
sales only food and beverages to the client. The company also sales their goods and service
through digital technology where online orders can be made for fast delivery. Currently the
number of employees that works in brand is approximately 78,000. The company is also
expanded their business in various part of world (Bresciani, Ferraris, Romano and Santoro,
2021). Counties in which they operate are India, Paris, Turkey, Ireland, China and many more.
The internationally expansion of the company is so vast that more than 1509 store are there
outside UK. Globally there are 100 websites which runs digitally. Organisation not only deal
with cloths and foods but also provide financial services to their clients. The range of financial
service that they offer is credit cards, current accounts, savings and also deal in insurance and
mortgage. From more than 100 years they are providing serving to their customers so that their
various needs can be fulfilled. There are many competitors of Marks and spencer in the food and
beverage sector so to reduce their competence and serve their customer better the company think
of adopting some digital innovation technology in their organisation (Anitah, Nyamwange,
Magutu and Mose, 2019).
The major innovations and digital technologies that your client organisation will be
adopting is Drone service. Drone exactly means using an unmanned aircraft for delivering
product to the client by through air. In simple term it is a flying robot which is controlled using a
software. The company think of this digital advancement to attract more customer in their food
sector. The another reason for adopting this service is to reduce the traffic jam that would be
occurring while delivering it through roads. Drones has one of the biggest advantage that is they
can fly up to the height of 1640 feet high. The drones can also cover more than 10 km Distance
at a time and they can fly for more than 30 minutes (Hinterhuber, Vescovi and Checchinato,
2021). The company can develop their own drone while hiring the expertise or there are so many
best drone’s manufacturers some of them are DJI Mavic Air 2, DJI Phantom 4 Pro V2, Power
Vision Power Egg X Wizard, Autel EVO II and many more. The drone works with the help of
global positioning system (GPS). The company is using for the first time this digital innovation
so that a good brand image can be made as well as they can boost their food and beverage sector
in all over the world which is not well known in other countries. Marks and Spence is well
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known for clothing in other nation so to gain market share they want this digital technology to be
used (Demartini, Evans and Tonelli, 2019).
2: Assess how innovations and digital technologies affect organisational development. Examine
the pros and cons of these technologies.
If organisation choose to innovate their digital technology and use more advance
technology than it will affect the organisation to develop in more positive manner, if
technological advancement is proven out to be better. In the case of Marks and spencer using
drones to deliver foods and beverage will be great idea that is taken out by the company because
it helps them to developed in more effective and efficient manner. With the change in time it is
becoming necessary to develop themselves so that they can get competitive advantage out of it in
UK retail sector because the competition in this industry is so high. There are some pros and
cons of using Drone by the company (Wade and Shan, 2020).
Pros of drone technological innovation in Marks and Spencer:
Maintain safe environment: One of the advantage that Marks and Spencer is getting
from the drone service is that it protects the environment. By the use of it they are not harming
any natural resources as well as it helps them to full fill their corporate social responsibility in
effective way. With the use of drones, they are not using any gas or oil that is hazardous to
surrounding. The sustainability is maintained by this which helps them to develop as the capital
that is spend on getting the fuel is no more and the company can invest that amount in more
effective areas (Wald, de Laubier and Charanya, 2019).
Better customer experience: Drones helps Marks and Spencer to provide better
experience to their customer. The buyers can get their goods in less time as the traffic that is
faced while using the road transport is less. Through this organisation can attract more buyers
towards the company and can grow their food and beverage sector in better manner. The market
share and customer base can be enhanced by the company which help them to develop their
organisational and perform their business operation smoothly. Drones also helps the customer in
the time of the pandemic as less human contact can be made using this which can be beneficially
for the company.
Increased profit: Another pro of using this technological innovation by Marks and
Spencer is that the profit margin of the company would be improved. The company can earn
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great revenue if the innovation is successfully adopted by the customer and the use of them will
increase day by day. This profit margin helps them to develop as they can use this capital for
developing more new digital ideas that can be used by them for providing smooth operation to
their employee. Drone service will assist the company to get more orders and increased their
sale. The sale margin of the organisation will convert into the profit (Li, Mehandjiev, James,
Shahgholian and Allen, 2019).
Improved productivity: Having the high tech drone service will help Marks and
Spencer to streamline their workflow and improve their productivity. By giving proper
instruction to the drone by using GPS will help them to deliver the goods on the right address
which will reduce the time that is taking by the employee to deliver products. The employee can
utilise their that time in more focused area, so using Drone as a digital innovation will be product
full for Marks and Spencer. The departmental employee will work more efficiently because their
task will be reduced.
Cons of drone technological innovation in Marks and Spencer:
New technology that is not mature yet: One of the cons that can be faced by Marks and
spencer is that the drones are quietly a new innovation which gain importance in recent two to
three years, so this is not mature yet. There are still some changes that need to be made in this so
that it can be proven as a great technological advancement. So Marks and spencer need to made
changes according to their requirement if they want to develop their organisation. Drone is to be
modify by the companies’ requirement so that greater efficiency can be maintained and company
can be grow while using this technology Götz and Jankowska, 2020).
Flying drone need Expertise: Drone can be used by anyone for this Marks and spencer
need expertise who has the knowledge regarding the informational technology. Not only
knowledge but practice is also required to fly the aircraft in the public are so that it cannot harm
any general public. The unmanned aircraft is not any easy task to operate so the company need to
hire there or four new employees who is expert in driving this. This hiring needs time and money
because the selection is to made accurate so that organisation develops with the help of the
digital technology they used. Because security is the main concern otherwise Marks and Spencer
can be get suit for taking risk in general public area without any permission.
Insurance problem: Another disadvantage that can be faced by Marks and spencer to
develop their organisation is potential insurance problem. Drones is a problematic in the eye of
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the insurance companies as many of the assured companies refuses to pay any secured amount
for the accident happens by the drones. There is no policies that is made for this type of
technological advancement in UK. So for marks and spencer using drones can be a major
financial issue and the organisation will be personal liable to pay the amount that is occurs
because in some of the areas using drone is illegal
So from the above it is being seen that digital innovation in the technological can be beneficially
for the companies’ development and some time it can be challenging for the business to grow
themselves by their innovation (Smith and Zook, 2019).
3: Innovations and digital technologies impact on data and knowledge management in process of
decision making in your client’s organisation. Justify your statements.
Digital technologies will lead to have major impact on data as well as knowledge management
practices in the process of decision making in client’s organisation. It is essential for organisation
to consider right and effective digital technologies in order to enhance and improve business
practices with the motive of attaining desired goals (Hinterhuber, Vescovi and Checchinato,
2021). It has been analysed that innovation and digital technologies will lead to have significant
impact collecting and analysing data which is accurate and appropriate in order to meet with the
needs and wants of customers. Marks and Spencer company is providing its products and
services in large market area that includes large number of clients that is performing and
functioning business practices accordingly. Digital transformation is additionally now and again
alluded to as business transformation. Indeed, some really like to utilize the term digital business
transformation, which is more in sync with the business part of the transformation. It has been
determined that digital business transformations are driven by key variables like Innovative
Technology, buyer client conduct and market interest, and furthermore environmental elements.
It is important for Marks and Spencer company to analyse the requirements of clients so that they
can develop products and services accordingly (Lieu, Arunjit, Buapradabkul and Nathaniel,
2020). In order to perform these practices successfully Marks and Spencer organisation needs to
consider accurate innovative and digital technology which is significant for meeting customers
demand successfully. Clients request expanded innovative capacities joined without breaking a
sweat of utilization. It is crucial that digital technologies have an arrangement with outer impacts
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like administrative laws, changing the economy, market contest, and business partner demands.
Through this Marks and Spencer company will be able to effectively conduct its business
practices as well as help in accomplishing desired goals. The utilization of new technologies in
the decision making process gave various chances to work with decisions determination. In any
case, the decision creator should in any case have the option to separate which knowledge ought
to be utilized to serve in decision making, and which models, methods, apparatuses, frameworks,
and methodology to be utilized in specific circumstances, with the motivation behind fruitful
decision determination (Checchinato, Hinterhuber and Vescovi, 2021). It has been analysed that
organisation that decide to keep up with the decision making rehearses upheld by traditional data
and investigation devices are deciding to cover their heads in the sands of the past. Having the
best decision making processes matters like never before when digital technologies are in the
blend in with due thought given to requirements for decision expansion and computerization.
Digital technologies such as distributed computing or data investigation, break down and change
over digitized data accessible and use them to additionally refine business exercises or processes.
They empower digital transformation. The utilization of distributed computing that houses huge
repositories of knowledge to look for arrangements immediately is an illustration of
digitalization. The understanding of digital innovation into all region of a business is an over the
top expensive recommendation. It has been analysed that knowledge management is one of the
crucial part of business that needs to be consider by organisation in order to enhancing and
improve business practices (Van Esch and Black, 2019). This will lead to assist in taking right
and accurate decision which is beneficial for attaining desired goals of business. Knowledge
Management refers to the art and science of improving knowledge streams inside an association.
It includes the effective treatment of data and assets inside an association, which is an
indispensable part of digital transformation. Overseeing knowledge gives lucidity on the best
method for procuring knowledge, the components for creating new knowledge and how the
learning process attempted is coordinated accordingly. It has been analysed that with the
consideration of innovative and digital technology Marks and Spencer will be able to
successfully and effectively conduct its business practices and keep a proper record of data and
knowledge of the potential customers. Knowledge Management is done through different
methods and techniques, for example, knowledge planning, the lead of knowledge that facilitates
unfretted and open conversations, and the making of networks of training that urge connections
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important to investigate choices accessible to meet client requirements that arise. Innovative
technology will lead to enhance the overall process and procedure of business in order to attain
desired goals (Hinterhuber, Vescovi and Checchinato, 2021). This is significant for correctly
managing of the collected data or knowledge which is beneficial for providing right and
appropriate information about the customers. through this it has been analysed that innovative
and digital technology play very crucial and important impact over successfully management of
data and knowledge management in order to correctly complete the process of decision making
with in the client organisation.
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CONCLUSION
From the above report it is being concluded that the digital technologies are an important
concept to learn and study so that its applications can be applied in the real world organizations
to reduce the burden and gain market image. In recent time it is gaining more acceptance because
by this organization can survive in the market place, with the adoption of advanced technologies
and the relevant security systems. The reason being is that the digital technologies helps the
organizations in speeding up its operations with good efficiency and effectiveness. Hence, it is
important for the companies to identify and evaluate the major innovations and digital
technologies that the organisation can be used which help them to compete with this dynamic
environmental change. It is essential to examine the impact of innovations and digital
technologies on organisational development and the pros and cons of technologies because by
this business can know how effectively they can gain market share and earn competitive
advantage for their competitor in this modern world. It is also concluded that for the companies it
is necessary to determine the impact of innovations and digital technologies on data and
knowledge management so that they can make decision very quickly. Thereby, this report covers
all such areas in order to better understand the conception of digital technologies.
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REFERENCES:
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World. Emerald Publishing Limited.
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process (Bachelor's thesis, Università Ca'Foscari Venezia).
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customer engagement and digital technologies. Kogan Page Publishers.
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Made it Harder Not Easier. MIS Quarterly Executive, 19(3).
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