Digital Technology Impact on Business

This research project investigates the impact of digital technology on business activity, specifically focusing on Dixon Schwabl, a marketing and advertising firm. The project analyzes the influence of technology on profitability, productivity, and sales, using a qualitative research methodology and data collected through a questionnaire. The findings highlight the significant role of digital technology in enhancing business performance and achieving competitive advantage.

RESEARCH PROJECT

Table of Contents
CHAPTER 1:- INTRODUCTION...................................................................................................1
1.1 Overview of research............................................................................................................1
1.2 Background of research.........................................................................................................1
1.3 Significance of research........................................................................................................2
1.4 Research Aims......................................................................................................................2
1.5 Research objective................................................................................................................2
1.6 Research questions................................................................................................................2
1.7 Time schedule.......................................................................................................................3
CHAPTER 2:- LITERATURE REVIEW........................................................................................3
Determine technology on enhancing profitability and productivity of firm...............................3
Business is performing differently after adopt digital technology..............................................4
What changes is noticed in sales using technology....................................................................5
CHAPTER 3:- RESEARCH METHODOLOGY............................................................................6
Type of research..........................................................................................................................6
3.2 Research design.....................................................................................................................6
CHAPTER 4:- DATA ANALYSIS.................................................................................................8
CHAPTER 5:- CONCLUSION AND RECOMMENDATION....................................................15
Recommendation.......................................................................................................................15
Conclusion.................................................................................................................................15
REFERENCES..............................................................................................................................16

TITLE:- “ To determine the impact of digital technology on business activity”. A case study on
Dixon Schwabl.
CHAPTER 1:- INTRODUCTION
1.1 Overview of research.
In market, competition is on high level and conducting research help company to make
better strategies and decision in great way too. Research is that which help in collecting and
gathering needed information for the Dixon Schwabl. Although collecting the important fact and
figure which help to produce better policy and procedure that help in profits as well. Dixon
Schwabl conducted the research to collect research related to use of digital technology and its
impact on business activity in effective manner (Alshamaila, Papagiannidis and Li, 2013). Tools
and technique is such which is outcome for the boon and bane for firm hence, it is required to
keep in mind as has to make an analysis and identify the proper measure for organization.
Moreover many small company are there who rely on temporary technology which make it an
essential for business in venture as well. Dixon Schwabl is such an enterprise who advertise,
digital media and PR entity and thus help companies to develop their marketing services and
campaign too.
1.2 Background of research.
In today's scenario, it has seen that various venture are looking forward to use the digital
platforms to sustain in market even in proper manner. Normally it has become mandatory for the
organization to use the technology for better execution of work even needs and wants of
customers can also be met in right context. Dixon is listed in small companies and thus provide
better service of advertising and digital media to their client in great way so that they can attain
their goals and objectives (Apulu, Latham and Moreton, 2011). Moreover according to research,
the such company is awarded with top 100 private fastest firm which grow enterprises in
Rochester. Enterprise is that which is established in 1987 and that has tried in reform manner that
has communication in between entity and there prospect. Services are such which approximate
200 countries. Research is such which identify the implication of adopting the different measures
of technology that consider the enterprise as well.
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1.3 Significance of research.
Significance of research is that which assist in planning and issues which has encountered
by entity. Moreover, research is such which help in focussing on different changes with
technology and thus it can perform in company as well. Although with the digital technology
some of the major challenges can be encountered and possible solution can also be provided to
those (Awa, Ojiabo and Emecheta, 2015). Basically, research is that which also help in
determining different aspect through which various problems and issues can be identified and
resolved to in better way. Hence, profit and productivity of firm is also being identified at the
end part of firm.
1.4 Research Aims.
Generally, research is such which consider most critical things and part of organization.
Hence, the main aim of this research is to determine the impact of digital technology on the
business activity and hoe business is going to handle and manage that in proper manner too.
Digital technology does help small companies to increase their sales and to earn higher profit
with attaining their possible aims and targets.
Aim: “ To determine the impact of digital technology on business activity”. A case study
on Dixon Schwabl.
1.5 Research objective.
Research objectives mainly communicated to researcher so that they can collect the
needed information in proper way. Moreover, scholar are those which also identify answer of
their objectives which does taken before research (Baines, Lightfoot and Smart, 2011). The main
objective behind these thing which also help to establish better objectives that determine
different possibility of having a study in market. Research help is that which always try to stay in
touch with topic.
Some of the objectives of research:
 To identify the impact of digital technology on profit and productivity.
 To Determine performance of Dixon Schwabl after implementing technology.
 To identify changes in sales using technology on operation of of Dixon Schwabl.
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1.6 Research questions.
Problems and issues which is such which also encountered by firm and not being
resolved in better manner. Even though main objective behind forming this is to answer the
different thing to answer to these questions. Some of the major questions which needs to be
answered in better manner as too:
 To determine the impact of technology on the profit and productivity of company?
 How business is performing differently after adopt digital technology?
 What changes is noticed in sales using technology?
1.7 Time schedule.
This is something which help management of the company to divide their work in
different parts so that firm can complete their task in within the time period as well. Gantt chart
is such which help company to know every information about the activity and task so that they
can know the deadline of their work in right contrast too (Bayo-Moriones, Billón and Lera-
López, 2013). Time schedule thus help in making policy and procedure in company so that they
can complete their various working criteria in great way. Those task and activity that takes a lot
time in getting completed affect the working scenario of firm. Time Schedule does help entity to
manage their working in right context and technology is that which also make them to have an
smooth functioning of their work so that enterprise Dixon Schwabl can earn higher profit and
can increase their productivity too.
CHAPTER 2:- LITERATURE REVIEW
Determine technology on enhancing profitability and productivity of firm.
According to Burns, 2016 says that, it is such which also analyse digital technology
which help in implementing the new and advanced equipments in company so that effective
working can be seen with different method and it is considered as the important factor that may
result into the growth and development of the entity. Moreover, if the Dixon Schwabl is
providing better services to customer and their client then it can be said that there is an overall
profitability of firms that can easily expand their business operation in better way. Generally,
digital technology help every firm to have growth and development of economy in right context
(Alshamaila, Papagiannidis and Li, 2013). Therefore, implementing such in organization can
help in having an employment opportunity for the people in economy which does also increase
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their living standard, although this can also lead to attain their basic necessities of their life in
right way too.
There are some digital which are considered as the beneficial for enhancing profitability
of firms which are evaluated as:
Generally, innovative technologies are those which have higher authorities and have an
order to collect various information that is somewhere beneficial for many of the employees
which does collect data and information that are to beneficial for entity and make them to attain
their goals and objectives in effective way (Apulu, Latham and Moreton, 2011). Hence,
employees are even working according to the advanced technology which is helping firm to
complete their working on time as well which does convert their working in attainment and
result into the enhancing sales and profitability.
Dixon Schwabl is that firm which advertise online that is being on social media that
media websites and this is something which has vital factor that attract customer who is having
an enhancing overall sales and even profitability ratios as well.
If the firm that execute the new and innovative technologies that employees that should
have an training which do effectively carry out the working in great way and also achieve the
goals and targets. Even though, it is quite important for an Dixon Schwabl to provide their
service to client in great way and even in desired frames as well. Even though they have an good
knowledge about their working then different technology can be taken in effectual manner too.
Through productivity at the different work places of firm that has an expansion of business
operation in right manner of having around the globe too (Awa, Ojiabo and Emecheta, 2015).
Moreover, the new tools and technologies are those which can be beneficial that enhance
the effectiveness and productivity which lead to develop the new and the innovative thing which
also make to have useful and thus make them to attain the competitive advantage at the market
places in great way (Cavalcante, Kesting and Ulhøi, 2011). Technology, is that which provide an
better platform to the company where they can interact and communicate with the customer and
with this they can have an effective relation which make firm to expand their business operation
in right contrast around the globe. Moreover, firm has to adopt the new and creative thing which
help entity to satisfy the needs of the customer which lead to maximise the profitability scales.
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Business is performing differently after adopt digital technology by Dixon Schwabl
According to Baines, Lightfoot and Smart, (2011), Business is that which is established
in the market to earn higher income and revenues from the services they are providing to their
customer. Although technology is considered as the vital component in this competitive market.
Normally, digital technology is such which measure the better profitability and productivity that
can be achieved. Moreover, small firms are those who can expand their business and can provide
proper services to customer whit the help of technology and advanced equipment help in having
an appropriate working in firm too. Dixon Schwabl organizes an campaigns which can be
designed for the firms and thus it also influence the different thing which result into have an
positive result. Social media, PR and videos are those element which help tu gain performance.
Earlier the business was depended on the quality of their product and services and thus it is such
which also make customer happy with services they were receiving (Dai, 2010). In today's
environment, adapting technology is not an easy task as because the companies are having an
accurate resources and efforts which is required for this. There are various changes can be
noticed after implementation of technology in firm and some of those are as: Increased
productivity: Generally, it is such which can be measure efficiency of different thing and
resources which are used in converting the input and output in various ways. Even though after
implementation a thing which can be noticed is increase in productivity as well. Different thing
are there which help in increasing the productivity even with the help of digital technology
different approaches to production can be executed which can make them to reduce the wastage
and production of quality of product and services can be manufactured for the employees in great
way. This is such criteria which can help in increasing the productivity in right contrast too.
Growth: Generally, small company are those who is adopting the technology in great manner
due to their having an impact of growth and this is such which can be attained by various entity.
Hence, some major trend in market with technology is using of cloud computing which does has
helped them in having an revolution in firms. However, some better thing which is availed with
this is approach for attaining the cost efficiency with raise reach in market too. Moreover, it has
seen that those small firms who has adopted the digital technology has grown 15% and also
earned the better revenue and income in right manner as well. Communication: It is such which
is considered as the backbone of any firm which lead to have an proper working in firm (Bayo-
Moriones, Billón and Lera-López, 2013). Even though an effective communication can help in
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bringing coordination in between the firms. Basically, communication is somewhere carries out
an direct impact on the performance of the organization. Hence, the tool of communication is
such which help in designation of clear authorities and responsible and having an further fulfilled
by employees in ideal manner as well.
What changes is noticed in sales using technology by Dixon Schwabl
According to El-Gohary, 2010 says that, if technology is used in effective manner then
the sales of company can be increased and thus Dixon Schwabl can achieve their target and aims
even in proper manner. Earlier, there were no advanced technology which resulted into not
having any direct interaction with customer by company and they use to manufacture the product
for them and to earn profit and in earlier times the competition was not so high (Heeks, 2010).
Moreover, in today's time the company like Dixon Schwabl is using the advanced technology to
have their work and to produce the product and services according to the requirement of
customer and market. Even though the technology also help in keeping direct interaction with
customer in effective way too. Advanced technology is such which has increased the sales of the
company as well by choosing various techniques which can help in increasing the sales of firm
which can lead to earn higher income as well.
In Contrary to this Hashim, 2015 said that, technology can be used at its peak and is
effectively used then this can help company to attain their goals and objectives in great way.
Moreover, advanced technology can help them to earn higher profit for the longer term and can
make them to make themselves stable in market too. Although with technology the effective
sales technique can be used and many special offer can be provided to customer through which
they can attract large number of people towards their company to receive their services in right
context too. Sales of firm can be used with the help of marketing with technology and if this has
been used together in right manner then the entity can earn good revenues and can expand their
business too (Hojeghan and Esfangareh, 2011).
CHAPTER 3:- RESEARCH METHODOLOGY
Type of research
Generally there are various method which are being acquired by the company for
collecting data and information which lead to attain the activities of firm in correct format. This
is something that help in the success development of company as because different tool which
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are highly beneficial that represent necessary data in great way (Heeks, 2010). Normally, there
are two types of tools as qualitative and quantitative but even though the qualitative is considered
as the most useful method for collecting the data and information as this is collected in better
way and even in this project the requirement of qualitative method is used to identify what
people say about the use of digital technology in great way too.
3.2 Data Collection: It is a method through which researcher collects information in order to
complete the task in a better manner. Basically, there are two kinds or methods of data collection
and these are explained below:
Primary method of data collection: In this data are collected for the first time by the
investigator so it can be said that information are authentic in nature which further assist
researcher in evaluating better conclusion for the research.
Secondary method of data collection: In this information are gathered from different
sources like books, journals, magazines etc., and it is used for making literature review more
reliable and applicable.
3.3 Data analysis: In this part of the section all the data which are collected are analysed with the
help of graph. As a result, it assist investigator in evaluating better outcomes and results.
3.4 Research design.
Generally, it is required to have an effective path which can help in assisting the different
thing which can help employees to have right direction of work which can help in completing the
order for company goals and objectives in effective way. Although, considering the essential
method which do help in designing research and thus having an descriptive experimental and
exploratory research too. Moreover, having an descriptive research is that which can be selected
on the basis of qualitative research in order to have an overcome of different thing in right
context too.
Although the company Dixon Schwabl is that firm who conducted reseach in market on
20 people to gather information and data in better way too.
Cost: While doing any kind of research it is important that researcher have adequate
amount of money so that all the activities can be executed in a better manner. Along with this,
time is also one of the factor that is to be taken into consideration in order to accomplish the task
right on time.
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Ethical Consideration: In order to do a research there are some ethical consideration
which are to be followed so that sentiments of people are not hurt. For example: while collecting
information, researcher must not disclose the answers to anybody else so as that information can
be kept private.
Questionnaire
Name:
Gender:
Email id:
Address:
1.) Do digital technology help company to attain the competitive advantage?
 Yes
 No
2.) Better relation in between the company and customer does help in growth of firm?
 Yes
 No
3.) DO digital technology help in gaining the increment in sales?
 Yes
 No
4.) Do Dixon Schwabl spend high capital on digital technology?
 Yes
 No
5.) Does Dixon Schwabl succeeded in using digital technology?
 Yes, they do
 No, they Didn't
6.) Do digital technology increase in chances of investment?
 Yes
 No
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7.) Do company is providing the better services to their client?
 Yes
 No
8.) Dixon Schwabl has bought innovation and creativity in there services using technology?
 Yes
 No
9.) Any recommendation?
…......................................................................................................................................................
.........................................................................................
CHAPTER 4:- DATA ANALYSIS
Theme 1: Help to attain the competitive advantage?
1.) Do digital technology help company to
attain the competitive advantage?
Observation
 Yes 15
 No 5
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Interpretation: There are many company who work hard to attain the competitive advantage in
market and thus for such they uses various technology and try to satisfy the needs and wants of
customer in great manner. The Dixon Schwabl is such company who conducted research to
gather information that they are gaining advantage in market or not with using digital technology
in right context and thus outcome for such was like, out of 20 people the 15 person said that Yes
the company is having an competitive advantage in great manner earning good amount and apart
from such 5 candidate said that No they are not gaining any competitive advantage in right
context too.
10
15
5
Yes
No

Theme 2: Digital technology and better relation in between company and customer?
2.) Better relation in between the company
and customer does help in growth of firm?
Observation
 Yes 16
 No 4
Interpretation: Every company look forward to make an better relation with their customer so
that they can retain them for the longer period of time and this can lead for the attainment of their
goals and objectives and it was required by company to gather information related to relation in
between firm and customer. For such the outcome was like out of 20 people 16 person said that
Dixon Schwabl is maintaining their relation with the customer in better manner which can help
them in future as well and thus the 4 person said that No that have not maintained a great relation
with their consumer in perfect way, which is resulting into no expansion of their business.
Theme 3: Do help in gaining increase in sales?
3.) Do digital technology help in gaining the
increment in sales?
Observation
 Yes 14
 No 6
Interpretation: Dixon Schwabl is such which always lead their company to use technology in
great way so that they can increase there sales in better way and increase in sales can help in
11
16
4
Yes
No

earning higher profit in right context and thus for such the result of the company is like out of 20
people 14 person said that yes Dixon Schwabl is using technology in right format which is
helping them in increase of sales and apart from such 6 person said that the company is failed in
using the technology in proper manner and not be able to gain increase in sales too.
Theme 4: Does spend high income?
4.) Do Dixon Schwabl spend high capital on
digital technology?
Observation
 Yes 12
 No 8
Interpretation: Many small company and large company both uses the technology in great
manner and thus spend a huge amount on technology so that they can use such in better manner
as well and thus Dixon Schwabl is spending a good amount on the firm for same thing from the
12
14
6
Yes
No
12
8
Yes
No

survey the data received is like out of 20 people 12 said that Yes the company is spending a good
amount on technology and even using the advanced technology for the betterment of firm and for
having a effective working in entity. Apart from such 8 candidate said that company is not
spending higher amount on technology as if they did then they could have enhanced their
business.
Theme 5: Do they succeed in digital technology?
5.) Does Dixon Schwabl succeeded in using
digital technology?
Observation
 Yes, they do 18
 No, they Didn't 2
Interpretation: Different organization in market is such who wants to gather information as
they succeed in using the digital technology in right manner or not and for such the outcome is
be like as out of 20 people 18 individual candidate said that company is somewhere succeed in
using the technology in effective manner as they are providing proper services to various
customer and apart from such the 2 person said that they are using the technology in better way
as because they even cant provide services in better way too.
13
18
2
Yes, they do
No, they Didn't

Theme 6: Increase in Chance of investment?
6.) Do digital technology increase in chances
of investment?
Observation
 Yes 17
 No 3
Interpretation: There are various company who uses the technology is in better manner so that
they can increase the chances of investment and even though the Dixon Schwabl is such
company who used technology in better manner and thus for such the outcome is such like out of
20 people 17 person said that firm has increased the chances of investment in company and thus
helping them to grow in effective way and apart from this 3 candidate said that technology has
not increased the chances of investment as because the technology is used by organization to
increase the performance in better way too.
Theme 7: Better services to client?
7.) Do company is providing the better
services to their client?
Observation
 Yes 18
 No 2
Interpretation: The company Dixon Schwabl is such who used technology in effective way and
it was required by company to gather information that the company is providing their services in
proper manner or not to customer in better way and for such the outcome was like out of 20
14
17
3
Yes
No

people 18 person said that firm is providing their services in great manner to the client and
earning good amount as well and apart from such 2 candidate said that they are not providing the
accurate services in right context and not be able to come up in better manner.
Theme 8: Innovation and creativity in services?
8.) Dixon Schwabl has bought innovation
and creativity in there services using
technology?
Observation
 Yes 17
 No 3
Interpretation: Every company in this market is bringing various type of innovation and
creativity in better manner so that they can make their customer satisfied with their services in
great way and thus it can help company to change their business activity and can lead to earn
15
18
2
Yes
No
17
3
Yes
No

higher profit and productivity as well. Moreover outcome is be like out of 20 people 17
candidate said that Dixon Schwabl is such which used technology in right format which helped
them to bring innovation and creativity in their product and services apart from such 3 person
said that company is not using technology to bring innovation and creativity in right contrast
although they are using to increase their productivity to compete in market.
CHAPTER 5:- CONCLUSION AND RECOMMENDATION
Recommendation.
According to research, it is such which is based on the impact on digital technology
which recommend things and considered as the most vital thing which formed the different links
with the manufacturing product in with advanced technologies in order to satisfy the different
thing in to satisfy the needs and wants for customer by making an improvement as this is with
current process which is being used by them in great way so that they can satisfy their needs and
wants (Hojeghan and Esfangareh, 2011). The main focus of firms is be like which result into the
growth and development of firm in right way. Even though the target of firms are those which is
achieved on making focus in with customer satisfaction and having an beneficial factor who help
company to make an string position in market. The plans and policies of company which are
used by firm should be based on the advanced technologies and such thing will achieve the target
in better manner as well. For instance: after implementing digital technology company is getting
maximum benefits so they should keep on trying incorporating latest tools and technologies
which can give them better results. Other than this, implementing digital technology is
improving their chance of investing large amount of money which will gradually enable
company in providing better services in providing better services and facilities to its clients.
Conclusion
Digital technology is playing crucial role in companies and assisting them in providing
better quality services to its customers. Like wise after incorporating digital technology company
is getting better results as their sales and profitability is increasing which is enabling them in
sustaining a better position at market area. Information technology is such which has a main
force of different thing which do change in company. Moreover, with this the conclusion is be
like that digital technology is that which plan important role in which all sector are there in
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human life. Even though, internet is considered as part of technology innovation and it is be like
which make life person or enterprise more in easy way.
Reflection: Research are conducted in order to have deep knowledge about related topic. This
research was done so as to know the impact of digital technology in Dixon Schwabl. For doing
this research I choose two methods of data collection i.e. primary and secondary and both the
method helped me out in evaluating a valid conclusion for my research. Furthermore, with the
help of this research, my knowledge related to digital technology increased which will moreover
assist me in doing my future research if it is related to digital technology.
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