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

This report evaluates the impact of digital technologies on organizational development using Aston Martin as a case study. It discusses major innovations and technologies used by the company, their impact on data and knowledge management, and how they affect organizational development.

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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Microsoft power BI dashboards: It refers to a service which various business organisations use
to evaluate and analyse their data statistics with the help of visuals and graphics. The power BI
dashboard helps an organisation in the presentation of relevant and current data in a summarised
manner. It make effective use of graphs, pie charts, diagrams and other methods of graphical
representation which enables better understanding of facts and trends. The company' s IT
professionals are engaged in usage of dashboards which assist them in getting quick idea by
looking into insights and facilitate evaluation of their valuable informative data. The frequent use
of dashboard allows the company in determining the current scenario of their market and other
related facts which are concluded with the help of data analysis (Galindo-Martín, Castaño-
Martínez and Méndez-Picazo, 2019).
Cloud computing: Cloud computing is used by almost every organisation whether large, small,
multi-national and complex business organisations as well as individuals. It is next to impossible
to restrain the use of cloud computing when it comes to wide use of digital transformation
techniques. Cloud computing is used for data storage which allows an user to store necessary
information and access it whenever needed. It is used for various purposes like data recovery,
backup, transmitting data etc. Aston martin like any other organisation use the features of cloud
computing for storing massive amounts of its informative data. The employees of Aston Martin
and its staff members use cloud computing for the purpose of storing data regarding sales and
inventory management (Tortorella and et.al., 2020). The effective usage of Cloud computing
helps the company in detailed analysis and evaluation of their data which relates to sales
turnover and other functioning operations. With the help of brilliant features of cloud computing,
the employees of company are able to organise their data in proper manner which facilitate ease
in decision-making.
Management information system: these systems are being used by every organisation to
facilitate the process of decision-making. Like every other organisation, Aston martin executes
the process of making effective decisions for determining company's objectives through these
systems. Some examples of MIS includes process control, inventory control, accounting and
finance systems, automated processes etc. which enables accuracy in performance. The use of
MIS ensures that the organisation manages their resources and data in proper manner for its
smooth functioning (Mendhurwar and Mishra, 2021). These system assist in day to day
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management of inventory, purchases, expenses, revenues and other important aspects of a
business organisation.
Apart from the above stated technologies, Aston Martin is widely engaged in use of other
modern advancements including a range of product designing software used by their engineers.
The company is able to produce unique and innovative designs by implementing a variety of
innovation tools which helps the company in creating classic designs like DB5 and other
attractive models (Kalolo, 2019). The company also use Microsoft 365 software which helps it in
various ways by enabling proper data management. Aston martin performs thorough research to
know current trends and preferences of its customers better. Research is facilitated through
internet and data statistical tools which helps the company in producing better designs. Internet
obviously is one of the major digital infrastructure that enables the usage of various
technologies.
Assessment of how these innovations and digital technologies affect organisational development
The recent technological and digital advances has put the massive change in the organisational
day to day activities and task. The firms faces significant changes in terms of their work design
and leadership style. Moreover, the use of modern business technologies like: Artificial
Intelligence has become an integral part of the business firms. In context to Aston martin, the
company practices modern technologies for managing its day to day operational activities and its
confidential data which is crucial for the organisation. Furthermore, use of digital technologies
like Lenovo workstations, cloud computing tools etc. has significantly improved the growth
potential of the company(Alper and Goggin, G., 2017).
Critical evaluation of key technologies used by Aston Martin and their impact on
organisational development:
Development of Site-core experience platform
The firm has taken an evolutionary step towards shifting its business and marketing plan in the
digital platform called Sitecore experience platform (XP). This digital platform has enabled the
company to reach its brand value, reputation and aspirations to more new audiences especially
the strategically important Chinese market. It provides holistic experience to its customers and
helps in delivering the information when they actually need it. Furthermore, it enables the
company to roll out constant stream of new features such as enhanced dealer pages and its online
guide database quickly and efficiently.
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PROS:
 Enhanced user experience: It provides user friendly platform to its customers by using
simplify content translation tool which helps in expanding the company's global reach
faster.
CONS:
 Gathering and using data for decision-making: Using this platform poses a great
challenge to the company as it is difficult to analyse and interpret the data from different
countries with different culture.
Use of VR/XR technology
The company has taken the major step in providing the best technological and innovative
services to its customers. The firm is exploring the use of virtual and mixed reality technologies
to streamline their business processes which ultimately enhance their user experience
tremendously(Hitchcock and et.al., 2019). The company has partnered with the VR/XR service
provider Varjo in order to deliver an immersive and ultra realistic experience of their luxury car
segments to their customers just by sitting at home. Furthermore, deploying VR/XR technologies
has provided the designers to collaborate remotely and do their work as efficiently as in office
which helps the company to run its operations smoothly even in pandemic and unfavourable
conditions(Love and Matthews, J., 2019).
PROS:
 Building Low cost models: Improved graphics in the VR/XR provides guidance to the
design teams in terms of quickly identifying the drawbacks in processes which helps in
building low cost car models.
CONS:
 Lack of interest by users: There may be some of the customers who doesn't show any
interest in adopting innovative ideas or new technologies by the firm. Hence, it poses a
greater challenge in front of the organisation to educate them properly about the use of
this service.
Deployment of Lenovo's mobile workstation technology
The use of mobile workstation by the company's design team has positively influenced the
performance, productivity and creativity of the organisation. The firm has relied on mobile
workstation to provide a seamless transition from the office to working home. Moreover, Thanks
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to the raw power of today's workstation, it has completely redefined the ways engineers and
designers work within the organisation(Marusin and Ablyazov, T., 2019). This platform is very
beneficial for their designers as they have full access of their designs and can also modify their
designs from sitting anywhere in the world.
PROS
 Provides seamless collaboration: The digital evolution has allowed the company's
engineers to smoothly collaborate from wherever they are and optimize every workflow
which helps in achieving perfection in designs and bringing their innovation to market
faster.
CONS
 Lack of security: The transformation of business processes in the online platform can put
a significant risk on the company's confidential data. Moreover, the competitors can
manipulate the data to satisfy their selfish desires(Prior, N., 2018).
Using latest professional graphics from NVIDIA
Graphic power is crucial in rendering smooth workflows and plays an important role in ability to
design and create without limits. It allows the firm to unlock the future of design. Moreover,
adoption of modern graphic technologies helps in revolutionizing the entire design life-cycle and
letting design feedback in no time. Furthermore, the team of the firm can now quickly make idea
relating to changes in interior fabric choice without worrying about any lag. Hence, the use of
latest graphic technology is helpful in delivering richer customer experience now and in future.
PROS
 Ensures optimal performance: The use of latest graphics helps in designing the futuristic
design modals which helps to enhance the performance of the company.
CONS
 Complex in usage: The use and maintenance of modern graphic cards is complicated in
nature. Moreover, it requires proper training in order to operate them.
Using sales-force's cloud platform
Aston martin has successfully replaced its age old customer relationship management system
with sales-force's cloud technology in order to improve services regarding customer
management. Use of sales-force software helps the company of getting deeper knowledge about
their customers and able to know how they are likely to behave in future. In relation to it, it helps
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the firm to know about the current trends relating to customers preferences and desires which
helps in setting a threshold for customer satisfaction. Thanks to Sales-force, it allows the firm to
get closer with its dealers and customers which results in unlocking the newer insights required
for unleashing the growth potential of the company(Zelizer, B.,2019).
PROS
 Easily accessible: This platform can be accessed by large no. of employees and dealers in
order to share and analyse information related to opportunities, leads and customers.
Moreover, it can also be accessed by staff while they are on road or anywhere in the
world.
CONS
 User adoption issue: If the sales-force CRM is not configured with user convenience as a
priority , then it may lead to lesser adoption by the users. Moreover, mastering the sales-
force features is also a challenge for the users as it require an intensive training sessions
for them to undergo.
The impact of these innovations and digital technologies on data and knowledge management in
process of decision making
Nowadays, businesses are making great progress and making way for betterment through
ensuring availability of branded commodities and highly convenient services. This progression
and great value addition to businesses and lifestyle of individuals has only become possible with
technological advancements, without any doubt. Technological development has redefined the
dimensions of success and working patterns for business organisations and corporations. Digital
technologies and emerging innovations facilitate the operations of a business entity and direct
them towards growth and development. Every business task which was previously done
manually has now became easily achievable with the use of technology. Increasing digitalisation
is paving the way for globalization and advanced enhancement in everyday life. The frequent use
of technologies that help in the process of knowledge management includes artificial intelligence
(Eloy and et.al., 2019). AI technologies like databases, decision support systems, information
management systems and other such systems which enables effective decision making and helps
in better performance of an organisation. These techniques and tools of artificial intelligence
improves the learning and understanding of an organisation through enhancement of knowledge
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and intellectuality. The impact of innovations and digital technologies on data and knowledge
management is discussed below: Enables data analysis: IT professionals continuously and frequently use various
Microsoft applications along with other software which helps in development of
understanding relevant data. The management performs data analysis and evaluate
decisions on the basis of their findings based on the informative data organised in
information management systems. Large organisations like Aston martin have complex
working operations and have to maintain massive amounts of data regarding sales
turnover, inventory management and so on (Brock and Von Wangenheim, 2019). Thus it
becomes hard to organise such data and even harder to recognise useful data. Hence
Microsoft programmes and technologies like cloud computing helps in formulation of
summarised and consolidated version of heavy data. Organised data thus helps in
effective decision making for the attainment of organisational goals. Avoid delays in decision-making: Due to the ease and maximum convenience offered
through dashboards and information management systems, it has became easy to form
decision on the basis of relevant facts. Artificial intelligence tools provides assistance in
gaining valuable information which could be conclusive and helps in establishing facts.
The facts and statistics that is provided through knowledge management systems helps in
fast decision-making and avoid delays in operational activities. Improves learning and enhance expertise: IT managers and professionals frequently use
informative software and technological systems due to which their learning abilities and
scope of knowledge expands (Sandhu, 2018). Aston martin's managers and IT
professionals are highly intellectual and have great expertise in analysing data. The
company is able to make effective decisions with the help of their consultancy and high
aptitude skills which they have developed through constant use of informative software. Increased scope of growth and development: The more a company is engaged in
technological processes and innovative developments, the more it succeed and grow
towards advancement. It is due to the highly increased significance of modern techniques
and computer-based systems (Pargman, 2019). Also the use of technologies ensure
accuracy and reliability in results which are capable of yielding benefits. Acquiring
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knowledge and gaining better understanding of facts and current trends helps in efficient
decision making process.
 Provides assistance in collaboration: The use of information management software
helps in improved collaboration through effective interaction facilitated by various
technological tools (Zhong and et.al., 2018). The company collaborative efforts helps in
better decision-making which is highly facilitate through modern techniques and
computer systems.
CONCLUSION
As per the view of respective report, it has been concluded that continuous innovation in
technologies and modern advancements helps an organisation in numerous ways. The working
of Aston martin is highly dependent upon use of technological resources as the company deals in
manufacturing of auto-mobiles. It has been concluded that the company make effective use of
various techniques and digitalised processes in the course of their business operations. It has
been concluded that the techniques also have some cons along with the major advantages that it
provides. The usage of software and innovative technologies assist the company in process of
knowledge management which helps in better and effective decision-making. The company has
shown remarkable growth with the help of various software which facilitate their product design
development and bringing innovation to the brand.
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