Impact of Digital Technologies on Organizational Development: A Case Study of Aston Martin

Digital Portfolio
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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY .................................................................................................................................3
Evaluation of major innovations and digital technologies in context to Aston martin ..............3
Assessment of how these innovations and digital technologies affect organisational
development................................................................................................................................6
The impact of these innovations and digital technologies on data and knowledge management
in process of decision making.....................................................................................................6
CONCLUSION ..............................................................................................................................8
REFERENCES ..............................................................................................................................9
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INTRODUCTION
Digital technologies are defined as the tangible and intangible resources which facilitate
everyday working with speed while maintaining accuracy and reliability. These refers to
electronic appliances, tools, systems, gadgets, software and devices which helps an individual in
storing information and performing processes. Some common examples of digital technologies
includes mobile phones, laptops, computers, social networking sites and other gadgets and
systems. Technological development and digitalisation are critically impacting upon the working
and performance of organisations. Growing advancements are playing a crucial role in the
development of emerging and existing organisations (Gimpel and et.al., 2018). The following
report discuss the impact of innovation and digital technologies in context of an organisation.
The chosen organisation for the purpose of evaluation of technological development is Aston
Martin. It includes the assessment of how technological development and innovations affect the
working and progress of an organisation. It also analyse the impact of data and knowledge
management in process of decision-making in context to Aston Martin.
MAIN BODY
Evaluation of major innovations and digital technologies in context to Aston martin
Aston martin is a UK based car manufacturing company deals in design and development
of auto-mobiles and is one of the leading British brand. The company is engaged in creation and
development of luxurious designs along with high acceleration. The company has gained
worldwide recognition due to its creative and innovative designs which are genuinely considered
as a great piece of art. The brand operates globally and is one of the most remarkable British
brand which has gained worldwide attention after marking its presence in James Bond movie
series. The company frequently and continuously make effective use of various technologies and
innovations for the purpose of brand enhancement (Heavin and Power, 2018). Constant
technological development has became crucial and essential in order to bring differentiation to
establish competitive advantage and to mark brand relevance.
The company implements use of various software and make effective use of
technological advancements to facilitate its functioning in smooth and potential manner. Some
examples of such major innovative practices and digital technologies used by Aston martin for
better performance of the company is explained below:
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Mobile workstations: The company adopts the wide usage of workstations in order to facilitate
transmission of information without interruption. The availability of power and the high quality
of functioning endorsed in modern workstations designed nowadays enables seamless transition.
The effective use of high-tech workstations are offering brand new ways of design development
and engineering methods (Ferreira and et.al., 2020). Machineries and systems are quality proven
and tested to MIL-SPEC standards which implies guaranteed efficiency and convenience in
performance. A mobile workstation can be defined as a computer-based notebook with top notch
characteristics and high performance attributes. Its features includes quick processors, creative
graphic presentations, super powered CPUs and other advanced options with an excellent
memory and additional storage. Workstations are extremely helpful for engineers in creation of
modern designs due to their super advanced features which enables complex tasks like
computer-aided design and drafting, 3D furnishing and video editing. The company highly invest
in procurement of Lenovo workstations for the design development and maximum technology
access.
Dassault Systemes CATIA V5: CATIA refers to computer-aided three-dimensional interactive
application allows the company to enable multi-tasking purposes of design, manufacturing,
engineering, model making and management of products. The company make effective use of
this software for development of product designs using advanced features provided by the
software. The main motive of usage of this software is to enable the formation of creative auto-
mobile designs using the effects of three dimensional structures. These Systemes are highly used
by auto-mobiles manufacturers which enable them to develop collaborative engineering methods
through shaping and emerging the structural models (Aleksandrova, Vasiliev and Letuchev,
2018). Aston martin ensures unique and highly attractive designs in the range of its auto-mobiles
which denotes differentiation. The sports car, DB11 recently launched by Aston martin is being
considered as an “aesthetic revolution” by the company due its highly advanced features
including innovative aerodynamics that ensures proper air moment through the structural design
while keeping the clean design of car undisturbed. Aston martin DB5 marks the revolutionary
era of the brand, which made its appearance in James Bond movie Goldfinger after which the
company has remarkably developed various innovative and advanced models of the classic DB5.
Product designing software like these facilitates the making of such classic designs and allow the
company to proceed in its remarkable success.
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