Interview with Participants on Digitization in Car Industry

The interviews with participants shed light on the impact of digitization in the car industry. Participants discuss how it is helping businesses cope with challenges and attract more customers. They also talk about the challenges faced by the car rental industry and how digitization is helping to address them.

Interview 1:
Interviewer: Hello, before starting the interview I would like to know whether you have gone through
the informed consent and have signed it?
Participant: Yes Sir, I have thoroughly read that
Interviewer: Okay, so, that means you are well aware of the fact that your participation is completely
voluntary and you might refuse to answer any question that you don’t like to and that you can quit this
research study whenever you want, right?
Participant: Yes, I know that very well.
Interviewer: Okay. Before proceeding, do you have any questions to ask?
Participant: [mm] no sir.
Interviewer: Okay, that’s really good [smiling]. [mm] as per as my knowledge, your business have
recently transformed to the digital model. Is that true?
Participant: Yes. It has undergone an organisational change one month back.
Interviewer: Yeah! So did you show your acceptance when you heard about this change to take place
in your organisation or you had resisted it?
Participant: Actually at first I did resist it as I used to belief that everything is going fine and there is no
need for the change to happen. With the same, I was also concerned about the level of pressure that I
and my colleagues would undergo after the change. However, gradually we realised that the change
has actually improved the business in the long run and is also effectively addressing all the daily
complaints about the system that we had earlier
Interviewer: mm. So do you know anything about why the senior managers of your organisation
planned the change?
Participant: Yeah. Actually, earlier being human beings it is impossible for us to enhance the
experiences of each and every customers. Hence, sometimes, we used to get sick of their changing
demands and expectations from us. The transformation of my organisation to digital model have
addressed each and every components right from the customer segment, value proposition, assisted

in ensuring superior user experience. The customers now can get our services anywhere and anytime
they need.
Interviewer: Okay. I got that. So, can you share what was the very first step that your organisation
have chosen towards digital transformation?
Participant: Yes, why not. It was its business model innovation. Like any other global players present
in the market, my organisation too have realised the importance of business model implementation
and development and why it is a strategic imperative. It is proven to be the new competitive
advantage for my organisation.
Interviewer: I see. So, what do you consider as the impacts of digitization in the car industry?
Participant: mm, there are several impacts digitization has impacted to our car industry. The very first
thing to mention is that it equips the interior suppliers with the important tools and also help them in
remaining flexible in this modern time. We all are aware of the fact that how the demands of
customers are increasingly maximizing today and this is actually one of the most significant
challenges that car industry is facing right now. But this implementation of digitization in our
organisation has made our business improve our in setting up a powerful foundation for future
growth in this highly steadily emerging manufacturing landscape. With the same, along with its
implementation, I have also noticed that there is a significant growth in the date analytics. It has also
increased the use of loT enabled digital connectivity which is filling up the gap in between the
management of the company and the operations with our customers.
Interviewer: Whoa! That means you are accepting that the organisational change of digitization in your
company is positively playing its role, right?
Participant: Definitely Sir [smile].
Interviewer: So, do you think your organisation is ready to compete with the current global market?
Participant: I hope so [smile].
Interviewer: That’s nice [smile]. That means I can assume that you are happy with this change and
you do believe that digitization is impacting positively to your business process?
Participant: Yes. I do believe that. I can see the difference.

Interviewer: Can you elaborate more on how this digital model is helping your organisation to achieve
innovation?
Participant: Sure. Earlier, our business used to build websites as one of the fronts for providing
information to our customers. After the implementation of digital model, there is a mobile revolution
and this has led in increased interactivity in our organisation. The apps and sites are providing much
more. They are helping in increasing our reach to the customers around the world. We can now offer
our products and services right at their doorsteps. It has improved our knowledge about what the
customers like and what they seek from us. It has made it easier for use to understand as well as
provide value to our customers. With the same, I also want to mention about the benefits that big data
analytics is providing us. They have changed the process in which our organisation adapts and
change. We no longer have to depend on market study. There are sufficient and relevant data and
information for us that helps us to understand what is working in the current market and what is not
[smile].
Interviewer: That’s great. Do you want to mention anything else apart from these that you thing is the
negative side of digitization?
Participant: Truly speaking, although I was one of the opponents of this change few months ago and
when I heard about this, I was completely against it. I was concerned about my job role and the
pressure that it, might be creating for me to work but the thing was completely different. It in fact have
made things easier for both my organisation as well as for the employees working in it.
Interviewer: Well, that is good to hear. I hope you keep on working well and your business do flourish
more in the coming days [smile]
Participant: I too wish for the same. Thank you sir [smile].
END OF INTERVIEW
Interview 2:

Interviewer: Hello, before starting the interview I would like to know, do you have gone through the
informed consent provided to you prior to the interview?
Participant: Yeah, I have read that.
Interviewer: Have you signed it?
Participant: Yes I did.
Interviewer: Well, that means you are well aware of the fact that your participation in this research
study is completely voluntary and you are allowed to refuse to answer any of the questions that you
don’t like to and that you can quit this research study whenever you want, right?
Participant: Yes. I have gone through the entire consent paper and I am well aware of each and every
thing.
Interviewer: Do you have any query?
Participant: Yeah. Actually I want to clarify one thing. Suppose, if in case I withdraw from this study,
would I still receive the same behaviour, opportunities and benefits that the other employees will
receive?
Interviewer: Yeah! Yeah! Sure. Your decision will in no way jeopardize your income or employment in
your organisation.
Participant: Okay then [smile].
Interviewer: Ok so let’s move on to the interview session. Mm is it true that your organisation has
recently transformed to the digital model.
Participant: Yes sir it was in the month of February.
Interviewer: Yeah I heard that. So, did you too believe that your organisation was facing problems and
there was an urgency of implementing this change?
Participant: Yes, I believed that. It is true that the car industry is facing serious problems in recent
years and so was my company. We were undergoing huge changes in our customer mobility
behaviour and that was mostly cost driven. The emergence of ride sharing services has also
influenced the mobility behaviour of our customers.

Interviewer: mm I see. So, how can you say that this change in your company has helped the
business in coping with this challenge?
Participant: mm look, it is not only because of this change but for our constant approach to
continuously optimise and adapt for reflecting the customers and the market. In this era, customers
are using media way more than ever and it is changing notably faster. Digitization has helped us to
make our online presence consistent all over every devices such as computers, smartphones and
laptops. We ensure that our customers are finding same messages and content everywhere, both at
offline touch points as well as on internet.
Interviewer: Okay that’s really nice but I need to know what changes this implementation has made
within your organisation. You might definitely be experiencing some changes, whether it be positive or
negative. I want to know about that as well.
Participant: Today the transformation of the digital model in our organisation has helped our
customers to research about our cares before stepping foot in any other dealership present in the
market. With the same, it has also increased our reach and we could now deal a significantly large
number of customers belonging from across the world. It has also changed the process in which our
organisation adapts and change. We no longer have to depend on market study. There are sufficient
and relevant data and information for us that helps us to understand what is working in the current
market and what is not [smile].
Interviewer: Yeah that’s true. There is a growing competition in today’s market, whether it be in car
industry or in any other small business. So, do you believe that digitization is influencing your
business in positive way?
Participant- Yes, definitely [smile]. I can see the difference
Interviewer: What mobile app have you developed with respect to service innovation after
transforming into digitization?
Participant: We have launched a VR (Virtual Reality) platform. We are using it with a bespoke mobile
app as one of the part of our highly digitally driven marketing drive. Most of our target customers are
receiving VR goggles and we guide them with a set of 360 degree environments for showcasing the
revolutionary IRIS technology of our company that is set against the backdrop of moving motorway.

Interviewer- Okay. So you are happy with the change. Right?
Participant: Yeah.
Interviewer: That’s good to hear [smile]. I hope you keep on working well and your business do
flourish more in the coming days [smile]
Participant: [smile] thank you sir.
END OF THE INTERVIEW

Interview 3:
Interviewer: Hello [smile].
Participant: Hello Sir [smile].
Interviewer: Well, Have you gone through the informed consent and did you sign it?
Participant: Yes, I have signed it. I have read that paper thoroughly and I agree to each terms and
condition.
Interviewer: okay. That’s good. Do you know that you can withdraw from the interview process
whenever you want to and if you withdraw from this study, you would still be receiving the same
behaviour, opportunities and benefits that the other employees will receive?
Participant: Yes sir, I am well aware of these facts.
Interviewer: That’s good. Do you have any query?
Participant: No sir.
Interviewer: Ok [smile]. So, the very first question that I want to ask is that what according to you are
the problem facing by the car rental industry in the recent years?
Participant: mmm… I think it is of customer service. We are constantly in search of the ways in which
we can conquer our customer related challenges.
Interviewer: Why so?
Participant: Customers today are have become more quality and price conscious than ever before.
Their demands are significantly maximizing today and due to this we are always in the thought of how
to address those demands of theirs and attract more and more people towards our brand and
business.
Interviewer: hmm… Is it true that your organisation has recently transformed to the digital model?
Participant: Yes, just a month ago.

Interviewer: Yeah. Did you believe that there was any necessity of this change?
Participant: Frankly speaking, no. I was the only one who was in complete against of this change.
Interviewer: But why? Digitization has become a trend today. It is benefiting near about every global
business. So, why it was difficult for you to accept that?
Participant: Actually I worried about the changes that it would bring in our job role. I thought we as the
employees of this organisation would be facing significant change in our daily work because of
digitization and therefore, this expectation of change has caused the underlying resistance to this
change within me.
Interviewer: So, do you still possess the same perception or is it changed with the passage of time?
Participant: Obviously no. I no longer possess the same perception as there are way more
advantages of it and it is indeed helping the company to operate the business successfully.
Interviewer: How is it making the difference? Can you please elaborate?
Participant: I think you are already aware that I belong to small to medium sized car company. This
transformation has forced our company to experiment and reconsider with our business models as
well as how it aids to our performance and innovativeness. By using big data and social media in our
Business Model Innovation is primarily driven by the innovation and strategically linked internal
motives. The business model innovation of ours, that is now been driven by big data and social media
has imposed its positive impact on our business performance and I must say, it is undeniable.
Interviewer: So, you believe that this digitalization is influencing your organisation in positive manner?
Participant: Yes, I can’t deny this fact in any way.
Interviewer: mmm… Okay [smile]. So, can you tell be what were the challenges that your company
was facing in attracting your customers?
Participant: Yeah why not. There is an emergence of increasingly tough competitive market in this
era. Being belonging from a car industry, we have numerous competitors, both in local as well as
global areas. Also, the customer has become more health and environment conscious today. Majority
of them choose for ride share services like Uber and all. With the same, there is a significant
slowdown in the car sales growth worldwide and the sales of global light vehicles are been estimated

to increase. Moreover, the demands of customers are increasingly maximizing in today’s globalised
world. All these factors were contributing to the loss of our customers.
Interviewer: So, how digitalisation is helping you to cope up with this challenge?
Participant: See, we after the transformation to digital model, we have imposed the facilities of video
calling, e-mail marketing, live chat, phone and social media networks such as Instagram, YouTube
and Facebook to ensure more effective, smart and speedy communication with our customers. If we
want to communicate with any of our customers who belong to any other state or country, we video
call them in order to address their queries in much more personal ways. It is ideal for resolving any IT
related issues and technical problems like enabling any technical expert to walk our customer visually
by means of a bug. This save our time as well as frustration [laugh].
Interviewer: [laugh] yeah yeah that’s true. I agree with you. How you make use of social media?
Participant: See we have opened our accounts on different social networks such as YouTube and
Facebook. It is a very cost effective method for us to provide better customer services. This have
helped my company to directly get in contact and stay connected with our customers and solve out
their problems and concerns. Oh yeah, one more thing. We also use these networks to promote and
market our services and company. We also inform our customers about the new offers, services or
products that we have introduced by the help of this medium and that too for almost no cost [smile].
Interviewer: hmm. That’s interesting. Do you want to mention anything else apart from these that you
thing is the negative side of digitization?
Participant: Negative? Mmmm. I didn’t find anything negative impact of digitization. At least not in my
company [thoughtful]
Interviewer: Ohkay dear, no issue. I hope this change brings to negative impact on your company.
Wish you and your organisation a very bright future ahead. [Smile] [Hand shake]
Participant: [hand shake]. Oh yeah. Thank you so much sir. [Smile]
END OF THE INTERVIEW

Interview 4:
Interviewer: Hello, so before starting the interview I would like to know whether you have gone
through the informed consent and have signed it.
Participant: Yeah I have gone through it and I am ok with every terms and conditions and
opportunities mentioned in the paper. I have signed it as well.
Interviewer: Okay, do you have any further query related to that?
Participant: ah no. I have took part in a research study quite a few years back and I do have quite
experience. I am ok with everything. You can start the interview [smile]
Interviewer: That’s impressive. I think I will get a good deal of information from you [laugh] [hand
shake]
Participant: [hand shake] [laugh] It would be my pleasure sir [smile]
Interviewer: So, I would like to know something about the change that your company is undergoing
after it transformed to the digital model last year.
Participant: mmmm.. See, there are several changes to mention and I must say it is going just as we
hoped for. It has increased organisational productivity. It is easy to accessible for both us and our
customers and is always accessible. With the same, it is cost efficiency. We no more need to invest
huge amount of money on marketing and promotion of our business. The social media marketing is
enabling us to increase our reach and that too at very low cost. Also the documents that are been
transformed are now easily accessed by the help of the cloud and the system by using the smart
phones that has internet connection in it. With the same, I would also like to mention about the new
system of OCR techniques that has been very recently implemented in our organisation right after its
transformation to digital model. I hope you have heard about OCR?
Interviewer: Yeah! Yeah, Optical Character Recognition. Isn’t it?
Participant: Yes. Along with OCR techniques and appropriate indexing of the data, the process of
accessing and searching the data has become much more efficient, saving both our time and efforts.
Moreover, digitisation has also enhanced the level of security in my organisation.

Interviewer: Security? Can you elaborate more on this?
Participant: Sure. We have now scanned documents in our workplace. If it is required to get an
access, only certain users are allowed to access the workflows and documents. This has enhanced
the security within the organisation and no data and information are leaked out in this way. It is
helping in maintaining confidentiality of our documents.
Interviewer: OKAY! This suggests that you are happy within this new transformation. [Smile]. So, were
you in favour of this from the very beginning or your perception has changed after the implementation
process?
Participant: No, I was not in favour of this organisational change.
Interviewer: May I know the reason behind that?
Participant: Actually the advantages of digital transformation for me as an employee and one of the
team members, was not very clear and I was in uncertainty about the future. There was a fear of
changing job role working within me every time. The change of my job role, the necessity of learning
new skills, learning about new technologies and new methods of working were my areas of deep
concern. The fear of left unmanaged was also one among them. All these factors contributed to my
resistance to this change.
Interviewer: I see. Yeah, I have heard about this fear from other participants as well. But I am glad to
know that you people have incurred a positive approach towards digitisation [smile]
Participant: [smile]
Interviewer: How does your company achieve innovation in handling its business in the car rental?
Participant: hum. Actually I can’t say that innovation has actually taken place or not, but we are
constantly trying our best to make it significant. We are continuously investing and innovating in order
to make sure that we are providing the best services to all our customers. To this, we have developed
some industry-leading software in-house comprising of the IRIS, corporate rental management.
Interviewer: IRIS? Corporate rental management? What is that? Please elaborate [smile].
Participant: Yeah, these are some software that we have recently developed. These enable the new
rental bookings made in just 30 seconds of time and repeats the booking in no more than 10 seconds

just at a click of mouse. It can also be done by means of smart phones as well. This is quite helpful.
We consider technology at the heart of each and everything that we do with an aim of making the
lives of our customers and the business travellers easier, right from speeding up the process of
booking to reducing the administration.
Interviewer: whoa! That’s really great to know [joy]
Participant: Thank you [smile]. I also want to mention that the software of ours could also be white-
labelled and we could build upon our own technological expertise in order to offer the services that
benefit not only the corporate customers but also wider industry as well. Very recently, we have
developed BVRLA (British Vehicle Rental and Leasing Association’s) fraud management module. This
module has helped us to protect more than 900 members by providing them access to the data on
problematic companies and individuals.
Interviewer: I see. This is indeed a very good step. I appreciate.
Participant: Yeah [smile]
Interviewer: So, how are you coping with the constantly shifting expectations from both the travel
buyers and their travellers in terms of offering flexible options and not just traditional care hire?
Participant: To this, I want you to note that, although we are more focused on the traditional car hire
for our corporate customers, we do that in an innovative way. This is done by our unequalled supply
chain. By means of this supply chain we access to about 550000 vehicles all across the country
locations. Our main aim is to provide flexibility in the market and that is why we could offer long,
medium and short term rental all at the same time. That is why we try to harness the technology in
order to allow our customers to serve themselves by their own as well as to extend and make
amendments in the rental booking process that are done within few seconds. This in turn is helping
them in controlling the process of rental process.
Interviewer: That’s great. I must say I have get quite a good amount of innovative information from
your regarding the benefits of digitization in car industry [smile].
Participant: hahaha! That’s my pleasure sir.

Interviewer: Okay, so that is done for today. I hope you and your organisation very best of luck for
your coming future [hand shake] [smile].
Participant: [hand shake] Thank you [smile].
END OF THE INTERVIEW
Interview 5:
Interviewer: Hello [smile].
Participant: Hello Sir [smile].
Interviewer: Well, Have you gone through the informed consent and did you sign it?
Participant: Yes, I have signed it. I have read that paper thoroughly and I agree to each terms and
condition.
Interviewer: okay. That’s good. Do you know that you can withdraw from the interview process
whenever you want to and if you withdraw from this study, you would still be receiving the same
behaviour, opportunities and benefits that the other employees will receive?
Participant: Yes sir, I am well aware of these facts.
Interviewer: That’s good. Do you have any query?
Participant: No sir.
Interviewer: Ok, So, did you too were in favour of the change?
Participant: No, not actually.
Interviewer: Why?
Participant: See, The very first thing that I was frightened about was my job role which was likely to
get changed with the implementation of new change within the organisation. I was also worried about
the new technologies and skills that I might need to learn now. As it not a small change that could be
ignored but it is of an entire organisation getting digital. New technologies are bound to be introduced.
Being an individual of 34 years old, it was very difficult for me to learn something new at this stage of

my life. That is why, like any other human being while facing uncertainty, I too naturally hold onto what
I know.
Interviewer: Yeah I can understand. It is strange that almost every participant is saying the same.
Participant: Yeah [smile]. That is the only thing that was resisting me from the change. Otherwise,
there was no issue.
Interviewer: Hmm... So what new innovation are you bringing to the corporate market after getting
digitalised?
Participant: As you know that we are one of the leading corporate car rental provider in the market but
we do not actually own any of the vehicles. With the help of our technology platform, our customers
could now access the extensive supply chain of ours of more than 500,000 vehicles all over 2000
locations of UK. We are continuously investing and innovating in order to make sure that we are
providing best services to all our potential customers. We have also developed industry lead software
in-house. Our recent innovation is the system of IRIS that is enabling the process of rental booking
faster than ever before. Our software could also be white-labelled and we could build upon our own
technological expertise in order to offer the services that benefit not only the corporate customers but
also wider industry as well. Furthermore, just like Europcar, we have developed BVRLA (British
Vehicle Rental and Leasing Association’s) fraud management module. This module has helped us to
protect majority of our members by providing them access to the data on problematic companies and
individuals.
Interviewer: I see… that’s really great [smile]. So, what do you think is now the most significant
challenge facing by the car rental companies?
Participant: I think it is coping up with the constantly shifting expectations of the travel buyers and their
travellers.
Interviewer: Okay, so how are you coping with this situation?
Participant: We are offering flexible options to them and not just the traditional car hire. With the help
of out incompatible supply chain, we are trying our best to provide the, access to our 500,000 vehicles
in all the UK locations. We are providing flexibility in the marketplace and because of this reason we
are offering them with short, medium and long term rental services. We are trying to harness the

technology in order to allow our customers to serve themselves by their own as well as to extend and
make amendments in the rental booking process so that it could be done within few seconds. In this
way, we are giving our customer full control on their booking process. It is also to note that with the
passage of time, more and more corporate customers are moving away from the single source
process of acquiring vehicles and therefore, the car rental is highly being regarded because it gives
the most flexible mobility solution to the customers. With the rental service, our customer could now
get the vehicle that they want and wherever and whenever they want and they only need to pay for
when they use it.
Interviewer: What mobile app have you developed in your company after digitization? How is it
helping your business in terms of service innovation?
Participant: MMM… we have undergone the organisational change of digitization only a few months
back therefore we could not developed much mobile app till now. However, there is one app that were
are been recently using, Orbitz. It is helping in availing pocket friendly car rental deals for our
customers all across the UK. It is very customer friendly travel android app that is allowing our
customers to book flight tickets and hotel bookings as well. We have also launched a VR (Virtual
Reality) platform. We are using it with a bespoke mobile app as one of the part of our highly digitally
driven marketing drive. Most of our target customers are receiving VR goggles and we guide them
with a set of 360 degree environments for showcasing the revolutionary IRIS technology of our
company that is set against the backdrop of moving motorway.
Interviewer: Can everybody get an access to this app?
Participant: Yes it is available for everyone to download and it is completely free of cost.
Interviewer: That’s great to know [smile]. So, are you in favour of digitization now? Or you still hold the
same perception that it changes the job role and makes it tough for the employees to understand the
whole system?
Participant: No sir. Actually I was never against digitization. I am well aware of the wide range of
digitization and the benefits that it could provide to any business. It was just a fear of failure in coping
with the changes after its implementation in the organisation.

Interviewer: Participant: I see.. This means that you are in favour of digitization and you do agree that
it is positively influencing your business?
Participant: Yes sir. There is no doubt about this. It is playing a vital role in bringing more and more
customers towards our business. With the help of Facebook, Instagram and YouTube, we are
promoting and marketing our business to a wide area. It is a very cost effective method for us to
provide better customer services. This have helped my company to directly get in contact and stay
connected with our customers and solve out their problems and concerns.
Interviewer: Yeah that’s true. Whether it be a small scale or just a start up business, these social
media platforms are now-a-days helping every business to grow and expand significantly.
Participant: Yes, Sir.
Interviewer: Do you want to mention any other advantage that digitization has brought to your
company apart from these?
Participant: MMM… No sir, that’s enough [smile].
Interviewer: Okay [smile]. [Hand Shake]. Thank you for your participation. Hope you and your
business grow more with time [smile].
Participant: It is my pleasure to participate in this research [smile] [hand shake]. Thank you Sir [smile].
END OF THE INTERVIEW
Interview 6
Interviewer: Hello, before starting the interview I would like to know, do you have gone through the
informed consent provided to you prior to the interview?
Participant: Yeah, I have read that.
Interviewer: Have you signed it?
Participant: Yes I did.

Interviewer: Well, that means you are well aware of the fact that your participation in this research
study is completely voluntary and you are allowed to refuse to answer any of the questions that you
don’t like to and that you can quit this research study whenever you want, right?
Participant: Yes. I have gone through the entire consent paper and I am well aware of each and every
thing.
Interviewer: Do you have any query?
Participant: No Sir. You can carry on with the interview session [smile]
Interviewer: Ok so tell me, how is digitization aiding to your business?
Participant: Mmm… See, it is known to all that the lack of good quality transport system for the people
has resulted in the apprehension of the car or taxi rental operators like us where the mobility options
are liberal. Due to advancement in technology after digitization, we have found a new way for
operating our business in organised manner. It most significant to mention in this context is that of the
online car rental system of ours. It has helped to make our presence felt in the metropolitan cities of
UK where the number of booking are seriously very high. We could now simply manage our phone
bookings by means of our online car rental system instead of a registry. This is making it easy to
manage our several cabs. This system is completely digitalised along with the features such as
tracking to the displayed vehicle locations as well as the details of the cars and that too along with the
ETA.
Interviewer: What is ETA?
Participant: ETA stands for the Estimated Time of Arrival [smile]
Interviewer: Oh, yes... When I book a cab I too gets an ETA notification. However, I never thought of it
in this way [laugh]
Participant: [laugh] Yeah. Actually it reflects the average waiting time for the riders who request for
ride. With the same, our online car rental system also reflects the percentage of the number of hours
spent signed into that app that the driver was not with any rider. Hence, our customers get to view all
the details in regard to the booked car and they are also allowed to give their feedback for the service
as well as to post any enquiries.

Interviewer: That’s great [smile].
Participant: Yes Sir, after getting digitalised, we have implemented secure ID verification method and
the real users in our business operational processes. I must say, we are now experiencing greater
security and cost-efficiency because of digitization in our car rental business. It is suitable both for us
as well as for the car dealers.
Interviewer: Can you elaborate more about this?
Participant: Yeah sure. See, there are enormous risks for the dealer or the rental agency while letting
someone to take out a car. Firstly, the scammers who have forged driving licence and fake
identification could get an access to a car at absolutely no risk. Secondly, the employees often lack
sufficient experience for evaluating the document’s authenticity. If any scammer disappears with a
car, it is not regarded as theft but instead, misappropriation. The result would be that it would not be
covered by the insurance due to the fact that misappropriation is not included in the coverage. But we
can now protect ourselves against the misappropriation in efficient way as well as cost effectively by
making use of ID-CHECK.
Interviewer: Seriously? How does it work?
Participant: Suppose a new customer want to rent any car or to take test drive. We first verify their
identity at the car dealer by making use of the ID reader. Our ID-CHECK then recognises the
identification documents from a total of 180 different countries such as ID cards, driving licenses,
passports etc. and then flags indentation. Also, the results of the process of authentication could be
accessed from all the workstations at car rental agency. The data and information from the report
could be automatically entered into the pre-defined forms like the rental agreement, test drive contact
or the money laundering from the clients who pay in cash. With the same, data are entered into our
client’s information system. This then creates a greater security in the form of protection from the
misappropriation. Customers get highly satisfied as the forms get completed faster. Also, there no
error takes place while entering the data and the costs are lower because of automated entry of the
information of customers in the related systems.
Interviewer: Okay, Now I understood. Is the car rental still overlooked by the travel management
companies or it id taken more seriously now as a part of the “end to end” business travel experience?

Participant: hmmm, see the travel management companies still plays an important role in the end to
end solutions of which the hiring of care is an important component. It contributes substantial
revenues to the Nexus every year and the added value of their cannot be ignored by the rental
providers just like the travel management companies should not ignore companies like us due to the
fact that the mutual benefits are there to be perceived. The travel management companies or the
TMC sector is now in a relative situation of flux with the disruptive business models like Sky scanner
removing the middleman and then driving down the costs of the clients. However, our company is
taking a multifaceted approach and in this way it is working highly collaboratively with more number of
TMCs in order to offer a seamless service to the customers.
Interviewer: So, what are you planning for this now?
Participant: Now we are in a hope of developing the white label solution further for the TMCs so as to
give them an access to our unequalled selection of the rental vehicles while managing the car hires all
through a single platform along with other travel expenses like hotels and flights
Interviewer: Okay. I think you are happy with the implementation of this new change in your
organisation and you agree with the fact that it indeed is helping your business in positive way.
Participant: Undoubtedly yes.
Interviewer: Okay. That’s great. It’s nice to talk to you. [Smile] Wish you and your organisation all the
very best for near future [shaking hands] [smiling]
Participant: It is my pleasure Sir to participate in this research. [Hand shake] oh, thanks a lot [joy].
END OF THE INTERVIEW
Interview 7
Interviewer: Hello [smile].
Participant: Hello Sir [smile].
Interviewer: Well, Have you gone through the informed consent and did you sign it?
Participant: Yes, I have signed it. I have read that paper thoroughly and I agree to each terms and
condition.

Interviewer: okay. That’s good. Do you know that you can withdraw from the interview process
whenever you want to and if you withdraw from this study, you would still be receiving the same
behaviour, opportunities and benefits that the other employees will receive?
Participant: Yes sir, I am well aware of these facts.
Interviewer: That’s good. Do you have any query?
Participant: No sir.
Interviewer: Were you in favour of the implementation of digitization in your organisation?
Participant: Yeah. I was in favour of it but some of my colleagues were not. There were constantly in
worry about the negative changes that it might bring in the organisation and their job role. Especially
the ones belonging from the age range of 35 to 50.
Interviewer: Yeah I can understand. I guess they fear because they need to learn about the new
technology because at this age it is somewhat difficult to learn new things.
Participant: Yeah, that is why they were against digitization. The change of their job role, the necessity
of learning new skills, learning about new technologies and new methods of working were their areas
of deep concern. The fear of left unmanaged was also one among them. All these factors contributed
to their resistance to this change.
Interviewer: I see. Yeah, I have heard about this fear from other participants as well. So, how
digitization is helping your business and what are the changes in the system that you have brought in
the organisation after digitization?
Participant. Digitization has greatly increased the productivity of ours. Earlier it used to take about 12
minutes for an employee in finding out a document that he is searching for but now, after a well-
executed digitization as well as document imaging plan, it is now reduced to some second or even
less than that. Our document imaging plan that we have implemented now is allowing the ability of our
stake holders to access, exchange and share the documents within some seconds and in this way it is
decreasing the turnaround time and is increasing our business efficiency. With the same, it has also
increased the security and information preservation. The documents of our customers are now
scanned and hence, they are trackable now. In this way, we have enhanced our security. If required,

only some users could access the data and information document as well as now the workflows could
be set up along with the permission groups for a person that maintains the confidentiality of
documents and enhances the security. With the same, the information were earlier stored in the paper
formats and they were degradable ones, particularly, if handled manually, it used to degrade further
every time. After digitization, our organisation has introduced document imaging. This ensures that
the most important data of our business is preserved and saved for the future.
Interviewer: That’s truly amazing. Security is the most crucial part of any business. It should be
robustly handled. So, after getting digitised, are you seeing new trends emerging?
Participant: Mm… look. Within the corporate space, being a car rental service provider, we are yet to
see a notable increase in the new trends like hourly rentals and car sharing pools. Though the car
clubs could reduce the costs, they cannot be considered to be the right transport solution for most of
the businesses. Today’s customers are highly seeking flexible transport options and the individual car
rental company provides this. We are more focused on offering our customers with traditional car hire
for the short, long and medium term rental. However, we are doing this in an innovative manner.
Interviewer: Innovative way? Please explain.
Participant: See after digitization, we provide all our customers with software. Thus, allowing them to
cancel, amend or extend the car bookings on the go. In this way we provide them greater flexibility
and tends to be more cost-effective than paying higher hourly rates.
Interviewer: So you see the corporate clients make changes in their travel policies in order to make
sure better service of care for their employees?
Participant: My organisation has witnessed a huge number of changes in the travel policy in these
years from our corporate clients and most of them have employee duty of care central to them. Also,
the most frequent has been the specification for a car to have Bluetooth and satellite navigation within
the vehicle, especially for the longer journeys or in any area to which the customers are unfamiliar
with. After digitization, we are now able to provide our customers with several mobility solutions like
chauffeur driven vehicles. We also deliver vehicles to our customers to the hotel locations that are
local to the airports where they are staying.
Interviewer: What more innovation have you brought in to your organisation?

Participant: To this regard, we are expanding our core services to provide automated license checking
along with the rental as standards. In this way, we are allowing our customers to take care of all the
areas of a hire in a single go.
Interviewer: So, did you gain more number of customers after digitization? Or, the average is still the
same?
Participant: No, we have noticed a significant change in our customer proportion within six months of
implementation of digitization in our company. As per our annual report, there is a significant increase
of 13% in the strength of our customers.
Interviewer: That’s really good to hear. This means you do agree that digitization is positively
influencing your business. Right?
Participant: Yes sir.
Interviewer: and what about those colleagues of yours? Do they still think that this organisational
change had influenced their job role?
Participant: mmm… see, it is true that they had to learn about a lot of technical matters and they had
no idea about them earlier. It was tough for them and some of them are still trying to understand. Also,
there are some who had resign from the job as they could not understand the new system. But this
alone is not enough to deny that digitization is negatively impacting our business. We all accept this
fact although it is hard to understand some new technologies and systems but getting digitalised is
helping the business operation in great terms by increasing safety, security, productivity and identity.
Interviewer: [smile] yeah that is true. Nice to talk to you. Wish you a very good luck for your near
future [hand shake] [smile]
Participant: Thank you sir [hand shake] [smile]
END OF THE INTERVIEW
Interview 8:
Interviewer: Hello [smile].
Participant: Hello Sir [smile].

Interviewer: Well, Have you gone through the informed consent and did you sign it?
Participant: Yes, I have signed it. I have read that paper thoroughly and I agree to each terms and
condition.
Interviewer: okay. That’s good. Do you know that you can withdraw from the interview process
whenever you want to and if you withdraw from this study, you would still be receiving the same
behaviour, opportunities and benefits that the other employees will receive?
Participant: Yes sir, I am well aware of these facts.
Interviewer: That’s good. Do you have any query?
Participant: No sir.
Interviewer: Are you still operating your businesses from traditional model?
Participant: Yeah we are but we are thinking of migrating to the digital platform now.
Interviewer: So when are you planning of transforming into digitalised business?
Participant: mm actually we are thinking about it from last year but there are certain things that are
stopping us from the transformation.
Interviewer: What are they? Are you afraid of your changing job role after getting digitalised?
Participant: mmm… yeah. To some extent. But it is not the main thing that we are worried about.
There are things like using social media for our business operation.
Interviewer: So you are worried about the influence of social media?
Participant: yes.
Interviewer: Why?
Participant: In recent years, we are hearing several horror stories where the businesses are just
ripped apart on the social media platforms and this is really a viable reason for us to concern about.
We therefore, afraid of implementing social media strategy into our business plan.
Interviewer: I see. But just because you hear different stories about ripping off of businesses due to
social media, you do not want to get digitalised?

Participant: yeah. See, we are not developed properly. Just a small hit of controversies could make
our business fall down.
Interviewer: But don’t you know about the wide range of benefits that digitisation could bring to your
company?
Participant: That is not the case Sir. Our senior management team thinks that we must completely
reinvent our business model in order to survive in digitalised world.
Interviewer: Do you think the same as well?
Participant: No. Not really. I think only some needs to do this. Not every companies are been created
in equal manner.
Interviewer: What is your view point about digitalisation in car rental business?
Participant: I think the car rental businesses in UK is indeed a promising business with both the
unorganised and organised sectors in the play. The dominance of the sectors that are unorganised is
attributed to its service parameters such as reliability, quality of service, pricing transparency etc. and
the shift from an unorganised to an organised sector has been rooted towards the emergence of the
online car rental. The shortage of the good quality of public transport system has resulted to the
uneasiness of the car rental operators in UK. Here, the options of mobility are profuse. Along with the
advancement of science and technology, the car rental businesses and the taxi aggregators have
found out new way for operating their business in organised way. I think digitisation will bring positive
impact on our business.
Interviewer: and what your colleagues feel about the same?
Participant: They too are in favour of digitization, especially the young ones because the older
employees feels that it would insist them for learning new technologies which they feel like
complicated and difficult to understand.
Interviewer: Yeah I know. The older employees generally fear of the many changes that digitization
would bring to their job role and their productivity.
Participant: Yes sir. For this reason the journey is a bit bumpy one. The extent and the pace of
change is unsettling the staffs and manifest itself in the form of change resistance.

Interviewer: What about the view point of your managers?
Participant: The resistance among the middle managers of my organisation is in fact stronger.
Interviewer: What??? Are you serious?
Participant: Yes.
Interviewer: But why?
Participant: This level of managers in my company seems to be more troubled by the digital
transformation. This is because of the threat of change.
Interviewer: Threat of change? Please explain.
Participant: Yeah actually the shift in for the organisation in order to be driven by the analytics and the
data is something that is considered to be a direct assault on the middle managers’ sense of control.
Getting digitalised means we need to consider that our customers are the expert and it is they that
knows what is best and in this way the thought of the managers does not matter anymore. This
thinking is making them worried and hence they are resisting the change. With the same, there is also
the threat of learning about new systems and technologies.
Interviewer: So, just because they think that the customers would rule them therefore the change in
your company is not taking place despite of knowing the real advantages of digitisation?
Participant: Yes actually the “time” to learn new technologies, the “time” to set up new routines and
collaborate more broadly is now of the essence but the lives of most of middle managers are
completely filled with reports, bureaucracy and meetings which they require to feed on a regular basis.
No one has time for retooling. Also they do not have any reward system for the things as such.
Ultimately meeting their official targets is what they are appraised on. It is time and priority issues.
With the same they also thinks that a digital initiative or idea lacks in value.
Interviewer: I see. Apart from these, do you have any other reasons to mention that is stopping your
company from adopting digitization?
Participant: No sir, that’s it. It is just these reasons that are resisting us to migrate to the digital
platform and this is why we are still operating our businesses from traditional model.

Interviewer: Okay. Thanks for these information [hand shake] [smile]
Participant: [smile] it is my pleasure sir [hand shake].
END OF THE INTERVIEW
Interview 9:
Interviewer: Hello, before starting the interview I would like to know whether you have gone through
the informed consent and have signed it?
Participant: Yes Sir, I have thoroughly read that
Interviewer: Okay, so, that means you are well aware of the fact that your participation is completely
voluntary and you might refuse to answer any question that you don’t like to and that you can quit this
research study whenever you want, right?
Participant: Yes, I know that very well.
Interviewer: Okay. Before proceeding, do you have any questions to ask?
Participant: [mm] no sir.
Interviewer: That’s good [smile]. So, why don’t you transform into the digital model? Don’t you find it
positive?
Participant: No, that is not the case. We do know about the wide range of benefits and advantages of
digital model over a car rental business.
Interviewer: Then why don’t do migrate into that?
Participant: Actually we do want to adopt digital model. In this modern world of advanced science and
technologies and increase use of social media and other online platforms, it has become very
important for every organisations to go with the pace.
Interviewer: So what is the reason behind lagging back? What is resisting you to move to digital
model?

Participant: the thing is that, there are still a wide number of people in our organisation who perceive
traditional model to be more convenient. Although I too think the same as well. We can very easily
reach to our target local audience by means of traditional model.
Interviewer: I see. Do all your colleagues possess the same perception and is it the only reason
behind not accepting change?
Participant: More or less, yes. But it is also true that most of the employees in our organisation is
above the age of 30. Therefore, it is very difficult for them to learn new things at this age. The change
of their job role, the necessity of learning new skills, learning about new technologies and new
methods of working were their areas of deep concern. The fear of left unmanaged was also one
among them. All these factors contributed to their resistance to this change.
Interviewer: Yeah yeah I can understand.
Participant: Hmm… The management team is therefore, taking so much of time to decide whether to
implement digitization or not.
Interviewer: Hmm.. But don’t you know about the wide range of benefits that digitisation could bring to
your company?
Participant: We all are well-aware of this fact Sir. In fact, all our competitors has gone digitalised but
we fall one under those rare companies that is still not updated and is following the traditional model.
Interviewer: Then why don’t your organisation organise some training session for their employees in
order to make them learn new skills and technologies? It would help them to understand the most of it
right?
Participant: Yeah that’s true. Training session does work and we in fact had also planned about the
same. But our organisation is not equipped with good amount of educated employees. Most of our
employees are averagely educated. Actually we just see the skill of driving and some basic
knowledge among them to drive vehicles and about traffic rule. Frankly speaking, we do not need any
other skills within an individual other than this and therefore we randomly hired the ones who are
talented in these fields. But now, while we are planning for organisational change, it is resisting us and
we are afraid to get digitalised. In order to learn about new things, especially technologies, it is very
important for the people to be educated. But most of them are not.

Interviewer: I see. There lies the big issue. However, so, what is your point of view about digitisation?
What impact could digitisation have on car rental service providing companies?
Participant: The shortage of the good quality of public transport system has resulted to the uneasiness
of the car rental operators in UK. Here, the options of mobility are profuse. Although, this business in
UK is indeed a promising one with both the unorganised and organised sectors into the play there are
some factors that has become essential to eliminate in this modern era in order to sustain in the
market. The dominance of the sectors that are unorganised is attributed to its service parameters
such as reliability, quality of service, pricing transparency etc. and the shift from an unorganised to an
organised sector has been rooted towards the emergence of the online car rental. Along with the
advancement of science and technology, the car rental businesses and the taxi aggregators have
found out new way for operating their business in organised way.
Interviewer: So, do you think that if this was not the case in your company, if you had enough number
of educated employees and if they were not afraid of the change, digitisation would have influence
your business in positive manner?
Participant: Yes Sir, there is no doubt about that. I think digitisation will bring positive impact on our
business by influencing all its operation.
Interviewer: So, can you tell me about the challenges that your company is facing in attracting
customers?
Participant: Yeah. There is an emergence of increasingly tough competitive market in this era. Being
belonging from a car industry, we have numerous competitors, both in local as well as global areas.
Also, the customer has become more health and environment conscious today. Majority of them
choose for ride share services like Uber and all. With the same, there is a significant slowdown in the
car sales growth worldwide and the sales of global light vehicles are been estimated to increase.
Moreover, the demands of customers are increasingly maximizing in today’s globalised world. All
these factors were contributing to the loss of our customers.
Interviewer: Do you think that by following traditional business model, your company could easily
address this issue in effective manner?

Participant: No sir. Especially in this modern era of digitalised world, it is completely impossible for us
to survive if not we change our business model and reinvent it again. We need to transform our
business into digitalised business. There is no other way. Or else we will be losing more number of
customers with each passing days.
Interviewer: Ok. It was nice to talk to you [hand shake] [smile]
Participant: Same here sir [smile] [hand shake].
END OF THE INTERVIEW
Interview 10:
Interviewer: Hello, before starting the interview I would like to know whether you have gone through
the informed consent and have signed it?
Participant: Yes Sir, I have thoroughly read that
Interviewer: Okay, so, that means you are well aware of the fact that your participation is completely
voluntary and you might refuse to answer any question that you don’t like to and that you can quit this
research study whenever you want, right?
Participant: Yes, I know that very well.
Interviewer: Okay. Before proceeding, do you have any questions to ask?
Participant: [mm] no sir.
Interviewer: So let’s carry on with the interview session [smile]. Please let me know, why don’t you get
digitalised? Your organisation is one of the widely known car rental companies in UK but the only
thing that your company has still not implemented in its operation is of digitalisation. Why so?
Participant: Sir we constantly suggest our management team about this. We all agree with the
advantages that digitalisation would give to our business but there are certain factors that are
stopping us from this implementation.
Interviewer: What’s that?

Participant: We have recently faced a huge loss in our business. We have also faced several
controversies in recent days. You might have heard about the fraud case that one of our employee
has done a month back.
Interviewer: Oh, yeah. Was that your company?
Participant: Yes sir. After that we have lose a huge number of customers. We used to have around
50,000 customers all around UK but now, as per the record of last month, it got decreased to 35,000.
We are trying hard to retain our customers but nothing is happening. We know that digitisation would
somewhat help us in doing so but the cost of change and implementation of digitisation is quite high.
At this very time, it is impossible for us to invest in this change.
Interviewer: Oh I see. That means it is because of low budget that your organisation is not
transforming its business model into digital model?
Participant: Yes sir. There is no other reason apart from this. As soon as we start earning some profit,
we shall definitely be implementing this change in our company as well. After all who do not want to
go with the trend? It is a business and we never want to lag behind our competitors in any way.
Interviewer: That’s the spirit [smile] So how you think digitisation would help your business?
Participant: it would equip the interior suppliers with the important tools and also help them in
remaining flexible in this modern time. We all are aware of the fact that how the demands of
customers are increasingly maximizing today and this is actually one of the most significant
challenges that car industry is facing right now. But this implementation of digitization in our
organisation would help us in improving our competitiveness in setting up a powerful foundation for
future growth in this highly steadily emerging manufacturing landscape. With the same, along with its
implementation, there would be a significant growth in the date analytics. It would also increase the
use of loT enabled digital connectivity which would fill up the gap in between the management of the
company and the operations with our customers.
Interviewer: Did you plan anything to achieve innovation after getting digitised?
Participant: Yes, We have decided to invest and innovate in order to make sure that we are providing
the best services to all our customers. To this, we would develop some industry-leading software in-
house comprising of the IRIS, corporate rental management as these enable the new rental bookings

made in just 30 seconds of time and repeats the booking in no more than 10 seconds just at a click of
mouse. It can also be done by means of smart phones as well. This is quite helpful. We consider
technology at the heart of each and everything that we do with an aim of making the lives of our
customers and the business travellers easier, right from speeding up the process of booking to
reducing the administration.
Interviewer: That’s really great [smile]. And what about your customer? How you think digitisation
might help you in retaining and bringing new customers to your business?
Participant: The transformation of the digital model in our organisation would help our customers to
research about our cares before stepping foot in any other dealership present in the market. With the
same, it would also increase our reach and we could deal a significantly large number of customers
belonging from across the world. It would also change the process in which our organisation adapts
and change. We no longer have to depend on market study. There would be sufficient and relevant
data and information for us that helps us to understand what is working in the current market and what
is not [smile]. Furthermore, the apps and sites would also help a lot. They would help in increasing our
reach to the customers around the world. We could then offer our products and services right at their
doorsteps. It would improve our knowledge about what the customers like and what they seek from
us. It would made it easier for us to understand as well as provide value to our customers.
Interviewer: What mobile app would you implement?
Participant: We have not decided about it but most of the car rental companies are using VR (Virtual
Reality) platform. This is quite advantageous. I too shall suggest the same to our management team.
Interviewer: Okay [smile] Can everybody get an access to this app?
Participant: Yes it is available for everyone to download and it is completely free of cost.
Interviewer: That’s great to know [smile]. That means you are accepting that the organisational
change of digitization in your company would positively play its role, right?
Participant: Definitely Sir [smile].
Interviewer: So, do you think your organisation is ready to compete with the current global market?
Participant: Not yet but it will soon be capable of doing that after once it gets digitalised.

Interviewer: That’s nice [smile]. That means I can assume that you are happy with this change and
you are looking forward to it?
Participant: Yes Sir [smile]
Interviewer: Ok dear. It was nice to talk to you. Wish you and your organisation a very best of luck. Try
to overcome this challenge that you are currently facing as soon as possible. Otherwise, your
competitors would go way more far from you. Most of the companies have already implemented this
change in their organisation and they are already eating the sweet fruit of it [smile]
Participant: Yeah I know sir. We are trying our best and hope to recover soon. Thank you very much.
Hope to see you soon in your next research study [smile] [hand shake]
Interviewer: Sure [smile] [hand shake].
Thematic Analysis
Theme 1: “Digitization improve organisational competitiveness”
As per participant 1, digitisation improves organisational competitiveness. It is true that in our
everyday life, not only in organisation but also in our daily life, digitisation plays a big role. People now
manage their bank accounts, their train and bus times via their smartphones; they speak to each other
via social media and many more things as such. Digital disruption is economy wide and it is
continuously intensifying with the passage of time. As it has been argued by Lusch and Nambisan
(2015), digitisation is helping the organisations to bring in competitive advantage. Participant 1
belongs to an organisation which have realised the importance of digital transformation and have
adopted the same in their operation. As per him, digitisation has aided to his company’s
competitiveness. It has improved its customer experience along with the agility of his organisation.
Furthermore, participant 10, belonging from a non-digitalised company too has accepted this fact that
digitisation do brings competitive advantage for a company over its other competitors in the market.
According to him, implementation of digitization in their organisation would help it in improving our
competitiveness in setting up a powerful foundation for future growth in this highly steadily emerging
manufacturing landscape.
Theme 2: Customer relationship and digitisation

When it comes to the question of improving the customer experiences, the car rental
companies fall in the forefront of making use of digital technologies in order to transform the markets.
Digital technology is enabling them to automate more of their processes of customer service (Greve
2015). They are now providing more self-service options to them. This again is helping them in
reducing their friction in the relationship with their customers and hence, the final result is a much
better customer experience. Participant 1 has mentioned that his company is utilising the data
analytics in order to gain new insights into the behaviours and preferences of its customers. He have
stated that digitisation has brought in a “there is a significant growth in the date analytics”. They are
using this in order to provide personalised services as well as to respond in the real-time for the
changes prevailing in the market place, purchasing behaviours and inventory levels. All these things
are boiling down to a much more positive and productive customer experiences that has a real
influence on the bottom line. Moreover, participant 8 and 10, though not belonging from a digitalised
company, they still do accepts that digitisation data analytics assist a car rental company in gaining
new insights into the customer preference and behaviour so as to make the changes accordingly.
Theme 3: “Digitization improves security”
According to most of the participant digitization helps in increasing the level of security and
safety within an organisation. The scanned documents in the workplace is helping the managers in
mitigating most of the documents related risks in the workplace. Only certain users are allowed to
access the workflows and the documents. In this way digitisation is enhancing the security within the
company as because of the fact that in this way, no data is leaked out of the organisational
boundaries (Wong, Ge and He 2018). It helps in increasing and maintaining the confidentiality of the
documents. It also ensures greater security in the form of protection from the misappropriation. Most
of the digitalised car rental companies have implemented the system of ID checking and license
checking in order to verify the identity of the customers. In this way no error takes place while entering
the data and the costs are lower because of automated entry of the information of customers in the
related systems. participant 7 has also provide automated license checking along with the rental as
standards. In this way, they are allowing their customers to take care of all the areas of a hire in a
single go. The ones who have not yet digitalised too accepts this fact that although it is hard to
understand some new technologies and systems but getting digitalised is helping the business
operation in great terms by increasing safety, security, productivity and identity.

Theme 4: “Positive influence”
Most of the participants belonging from the companies that have implemented digitisation
have stated that these companies have experienced significant changes in the level of profits they
gained as compared to their industry peers. They accept the fact that they have generated higher
revenue from their physical assets. Most of the researchers agree on this fact that today, digital
transformation is penetrating into each and every industries but there are some countries that are still
lagging behind (Nicoletti 2015). It is not the case that these companies do not agree with the
advantages that digitisation could bring in into their business operation but due to certain factors, they
are not implementing so. As per every participant, one of the main reason behind resisting digital
transformation is the fear of changing job role, the fear of learning new skills and technologies and the
fear of not understanding things that are necessary to continue with the job after getting digitalised.
Also, most of the employees are concerned if they fail in coping with the changes after its
implementation in the organisation. Apart from this, there is no other reason found behind this
resistance. However, as per participant 8, the middle managers in his company seems to be more
troubled by the digital transformation. Although, none of the other participants have described about
this issue in their organisation, still many of the researchers too have mentioned about this problem.
The shift in for the organisation in order to be driven by the analytics and the data is something that is
considered to be a direct assault on the middle managers’ sense of control (Lenka, Parida and
Wincent 2017). Getting digitalised means we need to consider that our customers are the expert and
it is they that knows what is best and in this way the thought of the managers does not matter
anymore. This thinking is making them worried and hence they are resisting the change. With the
same, there is also the threat of learning about new systems and technologies.

References:
Greve, C., 2015. Ideas in public management reform for the 2010s. Digitalization, value creation and
involvement. Public Organization Review, 15(1), pp.49-65.
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