Role of Digitalization in Balancing Work during Pandemic

This research project analyses the role of digitalization in balancing work during the pandemic. It includes effective literature review, methodologies, data analysis, and recommendations for organizations.

Research project

Executive summary- The research project was based on analysing the role of digitalization in
balancing work during the pandemic. The outcomes of the research have stated that,
digitalization has influenced the working pattern of organization in effective manner during
pandemic. The recommendations have been made in this context that can be used by
organizations in regards to adopting digitalization. In the research project, First chapter is
concerned with introduction, second chapter has performed effective literature review, third
chapter have shown the selected methodologies, fourth chapter has presented the data
analysation, fifth chapter is aligned with conclusion & recommendations and sixth chapter has
highlighted the reflection over alternative research methodologies.

TABLE OF CONTENTS
Research project..............................................................................................................................1
Title- Role of digitalization in balancing work during pandemic....................................................4
CHAPTER-1 INTRODUCTION.....................................................................................................5
Background of the study..............................................................................................................5
Aim..............................................................................................................................................5
Objectives....................................................................................................................................5
Research question........................................................................................................................5
Rationale......................................................................................................................................6
Scope............................................................................................................................................6
CHAPTER-2 LITERATURE REVIEW..........................................................................................7
Theme1: Understanding the concept of digitalization.................................................................7
Theme2: Influence of digitalization on the productivity of organization during pandemic........8
Theme3: Relationship exist among digitalization and balancing work in the organization........8
CHAPTER-3 METHODOLOHY AND DATA COLLECTION..................................................10
Research type.............................................................................................................................10
Research approach.....................................................................................................................10
Research philosophy..................................................................................................................10
Research design.........................................................................................................................11
Data collection...........................................................................................................................11
Data sampling............................................................................................................................11
Data Analysis.............................................................................................................................12
Ethical consideration.................................................................................................................12
CHPTER-4 DATA ANALYSATION...........................................................................................13
CHAPTER-5 CONCLUSION AND RECOMMENDATION......................................................19
CHAPTER-6 REFLECTION AND RECOMMENDATION OF ALTERNATIVE RESEARCH
METHODOLOGY........................................................................................................................21
REFERENCES..............................................................................................................................23

Title- Role of digitalization in balancing work during pandemic.

CHAPTER-1 INTRODUCTION
Background of the study
Digitalization refers to the use of digital technologies in regards to changing business
model and providing value creation opportunities to the businesses. Digitalization provides value
to businesses in terms of growing and developing. It has become the backbone of the
organizations in context of assuring effective support to the organizations. Especially, during the
pandemic it has been proven effective enough in terms of supporting the working procedure in
companies (Bogetić, Stojković and Dokić, 2021). Pandemic has changed the concept of working
procedure in the organizations. The biggest change that has been brought by pandemic is aligned
with increasing the extent of digitalization in the organization. Thus, this research project shed a
light in ascertaining the role of digitalization in order to balance work at the time of pandemic.
The outcomes of the research are concerned with describing the major aspects of digitalization
that has helped organizations during pandemic. Also, Effective Literature review is being
performed in context of research topic. Appropriate methodologies are being described in the
project. Furthermore, gathered data has been analysed in order to generate the effective research
outcomes. Moreover, recommendations over the topic is being made. Lastly, reflection and
recommendation over alternative research methodology is being done.
Aim
To ascertain the role of digitalization in balancing work during pandemic. A case study on
TESCO
Objectives
 To develop an understanding about the concept of digitalization.
 To analyse the impact of digitalization over the productivity of organization during
pandemic.
 To identify the relationship between digitalization and balancing work procedure in
organization.
Research question
Q1 What is digitalization?
Q2 What are the impacts of digitalization over the productivity of organization during pandemic?
Q3 What relationship exist between digitalization and balancing work procedure in organization?

Rationale
The major reason behind conducting current research is aligned with identifying the extent
up-to which digitalization has been proven efficient for the organization. Often, at the time pf
pandemic organization have faced the numerous hurdles that has impacted their working
procedure. However, using digital technologies have assured strong support to the organizations
that has impacted organization in an effective manner (Safarov and Davrono, 2021). Hence, the
major aspect that is concerned with the performing this research is to analyse the importance of
digitalization that has been proven supportive for organizations. Along with this, another reason
is aligned with evaluating the relationship that exist among digitalization and balancing work in
the organization.
Scope
The scope of the research is wider in terms as it can be used by the different organizations in
order to adopt the digital technologies that provides benefits to them. Also, it can be used by the
pre-scholars who wants to gain knowledge over this context. Thus, outcomes of the research are
highly beneficial for the organizations in terms of adopting digitalization. Mainly, the upper level
managers of the organizations review the results of research in context of taking decision. Hence,
outcomes of research provide the guidance to those managers in terms of taking decision in
regards to digitalization.

CHAPTER-2 LITERATURE REVIEW
Theme1: Understanding the concept of digitalization
As per the views of Blštáková and et.al., (2020) digitalization enables the businesses in
order to modernize the legacy of the working procedure that helps in accelerating the work
growth in the organization it helps in increasing the strength of performing work in the
organization. Thus, the final impact has been made over the effectiveness of organization.
Therefore, it is important to adopt the digital technologies that can lead to ensure effectiveness to
organizations. As stated by Parida and et.al., (2019) Digitalization provides impact over the
organization within impacting the operations process and interaction with the customers. It
impacts each element in effective manner that leads to crate numerous opportunities for
businesses. Aaldering and Song, (2021) Elucidates that organization can create effective
interaction with the customers within using effective digital technologies that included CRM and
MIS.
CRM refers to the customer relationship management tool this helps in developing the
interaction with the customers along with increasing the sales for the organization. Managers use
this system in order to take feedback of the customers in consideration that helps in increasing
the satisfaction level of customers. Often, before starting the operation, analysation has been
done in market. Kolk and Ciulli, (2022) said that operations must be perform on the basis of
analysing the market as analysing the market helps in knowing current demands of the
customers. Therefore, this needs to be done and this can be done within using MIS (Management
information system), AI (Artificial intelligence) and so on digital technologies. This helps in
gathering the data from the market and on the basis of this decision has been made and
operations has been performed. Thus, the concept of digitalization is aligned within using digital
tools in business that helps in managing the business performance and often adds glory in the
performance of the business. Jeske, Würfels and Lennings, (2021) stated that, digitalization leads
to create modern work environment in the organization that helps in developing employees from
all aspects whether it is personally or professionally and the final impact has been experienced
by organization in positive manner.

Theme2: Influence of digitalization on the productivity of organization during pandemic
As per the views of Stoyanova, (2020) Digitalization has played crucial role during
pandemic. In pandemic it was hard to perform the operations of the businesses due to lock down.
In order to ensure the safety of the people the government has introduced the lock-down.
Therefore, labours and employees was unable to perform their work in the organization. In such
situation, the companies have shifted to WFH (Work from home) in which employees have
performed their work while being at home. In this manner, the working of pattern of the
companies does not stopped and the operations has been performed from home. In the views of
Anthony and Abbas Petersen, (2021) It has been said that during pandemic it was hard to reach
the customers often the demand of the consumers in relation of products and services has been
increased at the time of pandemic. In such situation, the interaction with the customers has been
made with the help of digitalization. The software has been used by the companies in context of
creating interaction with the customers. Thus, in this manner the positive impact has been created
over the organizations that has helped in reaching the final goals and objectives.
Grover and Sabherwal, (2020) Elucidates that organizations have maintained their
productivity throughout the crisis as the digitalization has been adopted by them. in case, the
companies have not used digital technologies at the time of pandemic then, it would be difficult
for the companies for performing their operations. Pinzaru and et.al., (2020) said that, digital
technologies have provided strong base to organization at the time of pandemic to cop-up with
the drastic situation. The situation was highly drastic at the time of pandemic that has impacted
the organization in negative manner. Pereira and et.al., (2022) stated that pandemic has changed
the working pattern of the organization as they have started using digital technologies that has
created the productivity of organization during the pandemic. Thus, it can be said that
digitalization has impacted the working procedure in the organization in effective manner during
pandemic.
Theme3: Relationship exist among digitalization and balancing work in the organization
As per the views of Lichtenthaler, (2021) there is positive relationship exist among
digitalization and balancing work in the organization. Digitalization is just not limited to creating
profit for organization along with this it has contributed in developing the employees from all
aspects in organization. The major development that has been experienced by employees is
related to enhancing their skills as they have got to know the use of technology in effective

manner. As per the views of Cijan and et.al., (2019) digitalization has helped in balancing work
in the organization. Employees have been guided in terms of using of technology that has helped
in performing their task in effective manner. Thus, in this manner the productivity of employee
has been created that further impacted the working procedure in the organization.
As stated by Möller, Schäffer and Verbeeten, (2020) in order to manage the work in
organization it is important that organization must have effective human talent and technology.
The human talent in organization can be enhanced with the help of technology as the employees
gets training in relation of using software and technology in the company and this leads to impact
the working procedure in effective manner. In opinion of Urbach and et.al., (2019) it has been
found that marketing department use digital technologies in terms of analysing the needs and
demand of customers, HR department uses the technology in relation of recruiting the best
employees, operational department use technology for performing the major operations. Thus, in
this manner digital technology has been used by all departments in organizations. In the views of
Ruiz-Alba and et.al., (2019) it has been identified that digitalization changes the pattern of
working. It accelerates the growth of organization and increases the strengths of performing
work that ensure positive deliverables.

CHAPTER-3 METHODOLOHY AND DATA COLLECTION
Research type
Research type refers to the ways in which the data has been gathered that has been used for
revealing outcomes. It plays vital role in revealing the outcomes as the initial has been done
within this. It has been segregated in two parts and those are qualitative and quantitative research
type. Qualitative research type refers to the type of research in which the data has been based
over the theoretical aspects (Hayashi and et.al., 2019). On the other hand, quantitative research
type is bases on the research in which the data is based on the numerical terms. In this research,
analyst have used the qualitative research type as it provides strong points that can be take in
consideration for revealing the outcomes. Furthermore, it assures higher relevancy and accuracy.
Research approach
It refers to parting the whole research process in different steps. It enables researcher to
divide the whole concept of research in different parts that helps in performing the research
process in systematic manner. This is mainly parted in two parts and those are, Inductive and
Deductive approach. In inductive approach study has been done within studying the different
pattern that are related to the main pattern of the research study. Whereas, in deductive approach
the study has been conducted within observing the scientific pattern related to the major study. In
this research analyst adopted the inductive approach as it enabled researcher in context of
studying different pattern of the research study.
Research philosophy
Research philosophy is associated with the faith and belief of the people in relation of the
research topic. This is mainly of two types and that is Interpretivism and positivism.
Interpretivism philosophy is aligned with understanding the beliefs of the people who are living
in the society. This philosophy helps in seeking the depth of research. On the other hand,
positivism philosophy focuses over taking society as an objective element rather than
understanding the faith and beliefs of people. Thus, in this research interpretivism philosophy
has been used by researcher as it helps in understanding the values of the people related to the
study.

Research design
It has been referred as the over-all strategy of conducting the research. It mainly helps in
establishing the research base on-to which the study has been conducted. Research design is
mainly of two types and those are Descriptive and Exploratory. Descriptive research design
mainly focuses over those scenarios that is consist with analysing the major aspects of the
research. It does not involve the analysation of the established reason behind the major aspects.
Whereas, exploratory research design is entitled with exploring the major areas of study within
evaluating the actual reason behind this (Dawadi, Shrestha and Giri, 2021). Exploratory research
design helps in exploring the research topic in an effective manner as the major areas has been
explored under this. Therefore, analyst has adopted the exploratory research design as it enables
analyst in context of exploring each aspect in detailed manner.
Data collection
It has been defined as the sources from where the data has been collected. It is the proper
procedure through which the sources of data have been analysed and then the information has
been gathered. This mainly involves, primary and secondary sources in order to collect data.
Primary method for collecting the data involves gathering data from the fresh sources. It
involves, focused group, questionnaire and so on elements. Whereas, secondary method involves
reviewing the published information in terms of collecting data. In this research, both the method
has been used by analyst in context of primary method, web-based questionnaire has been used
and in context of secondary method articles has been reviewed and effective literature review has
been performed.
Data sampling
Data sampling has been considered as the selection of the sample population that makes
participation in the research process. Sampling plays crucial role as it involves participants that
helps in providing the information. This is of two types, probability and non-probability
sampling. Probability sampling refer to that method of sampling in which the random selection
of the people has been done whereas, non-probability sampling method refers to that method in
which the participants has been selected on the subjective elements. Often, this creates the
discrimination in the selection of participants. As per the suitability of current research,

probability sampling has been done by the researcher and 30 employees of TESCO has been
taken as a sample size in order to reveal the information about the research topic.
Data Analysis
Data analysation refers to analysing gathered data in order to reveal the research outcomes.
It is important to analyse the data as it helps in knowing the final findings of the research. If the
data analysation has not been performed then, there is no sense of conducting the research as it
has been considered as one of the most important part. This can be done in two ways and those
are thematic and statistical analysation (Runco and Beghetto, 2019). Thematic analysation refers
to preparation of different themes in context of analysing the gathered data. Numerous themes
have been prepared by the researcher and final findings has been made. In statistical analysation,
numerical data has been analysed. This is mainly used when the data has been gathered in
numerical terms. Analyse has adopted the thematic analysation pattern and different themes has
been prepared and effective outcomes has been generated.
Ethical consideration
Ethics has been considered as most important element in the research process as it helps in
maintaining the morals and values of in whole research process. Researcher has maintained the
ethical values in the research within adopting the concept of informed consent and
confidentiality of the participants. Analyse has communicated the major information to the
participants and afterwards the approval from the participants has been taken for involving in the
research. Along with this, confidentiality of the participants has been maintained throughout the
research project. No disclosure of the participant personal information has been assured to them.
Thus, researcher have performed ethical concern in effective manner.

CHPTER-4 DATA ANALYSATION
In this section questionnaire has been used in order to reveal the data. The opinion and the
view point of the respondents has been analysed. Generally, employees of TESCO have been
targeted in relation of knowing the impact of digitalization over the organization during
pandemic.
Theme1: Digitalization has been proven effective
Q. 1 Do you think that adopting digitalization has been proven effective for organization
during pandemic?
Options Frequency
Highly agree 15
Agree 5
Highly disagree 5
Disagree 5
Total 30
Interpretation: From the above graphical representation it has been analysed that, out of 30
employees total 15 employees was highly agreed when it has been asked to them that whether
adopting digitalization has been proven effective for organization during pandemic. 5 was
agreed, whereas 5 was highly disagreed and another 5 was disagreed. Thus, from the available
information it can be reviewed that digitalization at the time of pandemic has been proven
effective for the organization. Hence, it has enhanced the working pattern in the organization
during pandemic.

Theme2: Digital transformation has made working procedure easy
Q. 2 Do you think that digital transformation has made working pattern more easy and
effective?
Options Frequency
Highly agree 18
Agree 5
Disagree 2
Not sure 2
Total 30
Interpretation: When it has been asked to employees that whether digitalization has made their
working pattern easy and effective then it has been found that majority of employees was highly
agreed over this. Out of 30, 18 employees were highly agreed and other 5 were agreed. However,
other 2 was disagreed and other 2 was not sure. Thus, the majority of highly agreed and agreed
employees has stated that digitalization has provided effective impact over making working
pattern effective and easy. Thus, it can be said that digitalization impacts the working ability in
positive manner.
Theme3: Digitalization helped in performing operation during pandemic.
Q. 3 Does digitalization has enable your organization in context of performing their
operation during lock-down?
Options Frequency
Highly agree 10
Agree 10

Disagree 5
Not sure 5
Total 30
Interpretation: At the time of lock-down digitalization has helped organization in terms of
performing their operations in effective manner. Above graphical representation is clearly stating
this as out of 30 employees 10 are highly agrees and 10 are agreed and other 5 are disagreed
while remaining are not sure. Thus, this is clearly stating that majority of employees were agreed
over asking this question. Thus, it clearly depicts that, digitalization has assured support to the
organization at the time of lock-down. The operations of the organization has been performed in
effective manner.
Theme4: Departments in which digitalization has been done.
Q. 4 In which department digital technology has been used in your organization during
pandemic?
Options Frequency
Marketing 5
HR 3
Finance 2
All departments 20
Total 30

Interpretation: While asking about the department that have used most of the digital tools in
organization it has been reviewed that mainly, all departments has adopted the digital technology
that leads to assure effective support in performing the task. Out of 30 employees, 5 employees
said marketing, 3 said HR, 2 said finance and 20 said all departments. Thus, on the basis of
available information it can be said that all department in the organization have adopted the
concept of digitalization that has been proven effective for the company.
Theme5: WFH effectiveness towards organization
Q. 5 In your opinion does productivity of TESCO has been improved due to WFH in
pandemic?
Options Frequency
Highly agree 11
Agree 9
Highly disagree 4
Disagree 7
Total 30

Interpretation: On the basis of above graphical representation it has been found that, out of 30
employees 11 was highly agreed when it has been asked that whether productivity of the
company has been increased due to WFH at the time of pandemic. 9 employees were agreed over
this, 4 was highly disagreed and remaining 7 as disagreed. Thus, it can be identified that, WFH
during pandemic has enable organization to carry out their operation and often impact
organization in positive manner within increasing the productivity of the organization.
Theme6: Digitalization influence over working capability
Q. 6 Does you have observed change in your working capability within adopting
digitalization?
Options Frequency
Yes 16
No 3
I don’t think so 5
Not sure 6
Total 30

Interpretation: When it has been asked to employees that whether they feel that digitalization
has increased their working ability in context of performing job then it has been found that,
majority of employees said yes over this. Out of 30 employees, 16 said yes, 3 said No, 5 said “I
don’t think so” and remaining 6 was not sure about it. However, within considering majority it
has been reviewed that digitalization has increased the efficiency of employees in terms of
performing their task. Thus, working ability of the employees has been increased due to
digitalization that has further impacted the productivity of organization.
Theme7: Training for using digital tools
Q. 7 Does you have got training in context of using digital technology while performing
work?
Options Frequency
Yes 25
No 3
Not sure 2
Total 30
Interpretation: While asking about the training session for digitalization it has been identified
that, out of 30 employees 25 said yes, 3 said No and remaining 2 was not sure about it. Thus, the
majority of the employees said yes that clearly depicts that, their organization has organized
training session in context of using digital technologies. Thus, it states that organization has
enhanced the ability of employees in terms of using digital technology. Hence, digitalization has
been proven effective enough in terms of enhancing the productivity of employees and
organization as well.

CHAPTER-5 CONCLUSION AND RECOMMENDATION
From the above research outcomes, it can be concluded that it is very important to conduct
the research study on the importance of digitalization in balancing the work during the global
pandemic. The global pandemic has caused the need for the organizations in adopting the
digitalization due to this the people or the employees were able to earn their livelihood safely by
doing work from home. They were able to manage the work effectively from the home and by
this the company was able to balance the work. During the era of the global pandemic of COVID
19 has caused the consumer shifts towards the online buying, and they are spending much time
on the social media. This pandemic has accelerated the digitalization of interactions of the
customers from the past several years. The COVID 19 pandemic has shifted the millions of the
employees to the work from home and this has created the big challenge for the many companies
in the overall world. The sudden digital transformation has allowed the organization to
effectively respond towards the global pandemic. The digitalization has provided many benefits
to the organization during the pandemic as they were able to run the business by connecting the
employees from the home.
Many of the companies has adopted the digitalization in the starting period of the COVID 19
so the balance will be created during the drastic pandemic impacts on the working of the
organizations. The companies have increased their internet capacity to connect easily with the
remote employees, partners or the clients as well as the suppliers. The pandemic has made
mandatory for many organizations to adopt the digitalization for the better working of the
organization in the pandemic time period (Fernández-Macías, 2018). The company can adopt the
digitalization by the customer experience and the personalization as the customers are the most
important factors or the stakeholders of the business. The rapid transformation of the

digitalization the customers want to speed up the operations of the company. The company must
focus on the leadership as this will help the company to effectively adopt the digitalization.
Effective leader will always focus on the growth and the needs of the customers.
Proper training will help the company in the successful digital transformation as there will
be clear using of the advanced technology (Elg and et.al., 2021). The company must adopt the
collaborative effort as this will help the company to input all together the efforts of the
employees as this will lead to generate better results. This research project has discussed the
literature review and the data collection method which has been used in the research study.
Along with this, it has also covered the methodology of the data in the research study of the
digitalization for balancing the work during the pandemic. The report has illustrated the data
analysis as well as the interpretations for the data which has been collected and then analysed in
the research study. The research study conducted has considered the stakeholder which are to be
taken into account while performing the research on the need of digitalization during the COVID
19 pandemic.

CHAPTER-6 REFLECTION AND RECOMMENDATION OF
ALTERNATIVE RESEARCH METHODOLOGY
I have got effective opportunities in context of developing myself during this research
project. I got to know the application of methodologies that neds to be done for creating research
outcomes. In this project I have used the qualitative research type that has enabled be in terms of
gathering the theoretical data. However, I have faced challenges in this context as it was hard for
me to analyse the relevancy and accuracy of the data. At initial level I was nervous. However,
within evaluating the sources I have analysed the relevancy and accuracy of the sources that
helped me in terms of creating effective outcomes. Thus, qualitative research type has helped me
in terms of performing effective literature review in context of research. Furthermore, I have
used primary and secondary both the method for collecting data. Primary method has helped in
analysing the outcome within taking information from the first hand sources. The information
that has been generated from primary sources are highly relevant as it has been taken from fresh
sources. Secondary method of data collection enabled me to review the article related from the
research topic and then, the literature review has been performed in context of research topic. In
context of data analysation in have used thematic analysation that helped me in context of
preparing themes that has assured effective outcomes. Thus, methodologies that has been
adopted by me has developed effective research outcomes.
For future projects I will use the alternative research methodologies. Those methods that
has been used by me in this research will not be used for future projects and alternative
methodologies will be used. I will use quantitative research type as this will enable me in regards
to collecting numerical facts as in qualitative type there is a risk of lack of accuracy therefore,
quantitative type will be adopted by me. In context of performing data analysation I will use
statistical analysation as it will provide me opportunity in terms of understanding the concept of
statistical analysation. For sampling I will use non-probability sampling method that will allow
me to select population over subjective element. As a result, this will help me to present effective
outcomes. Thus, this project has helped me in terms of learning about the major concept of
research I have analysed that research methodologies plays crucial role in determining the
effectiveness of the final outcomes as selection of methodologies develops track in context of
developing research outcomes. Thus, for further project I will use alternative research
methodologies as it will enable me to have proper and effective understanding in regards to those

methodologies as well that has not been used by me during this project. Thus, I can clearly say
that I got the effective opportunity in context of developing me in performing research.

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