Impact of Digital Technology on Small Business Growth and Innovation: A Case Study of Continental Consulting Limited

This research report examines the impact of digital technology on the growth and innovation of small businesses, specifically focusing on Continental Consulting Limited. The study utilizes both primary and secondary research methods, including a focus group questionnaire and a review of relevant literature. The findings highlight the significant influence of digital technology on business operations, cost reduction, productivity enhancement, and market expansion. The report also provides recommendations for Continental Consulting Limited to effectively leverage digital technology for future growth and innovation.

1
UNIT 6-
MANAG
ING A
SUCCES
SFUL
BUSINES
S

Table of Contents
INTRODUCTION................................................................................................................................3
LO1...................................................................................................................................................4
P1.................................................................................................................................................4
P2.................................................................................................................................................6
P3 & M1.....................................................................................................................................11
LO2.................................................................................................................................................14
P4...............................................................................................................................................14
PRIMARY RESEARCH..............................................................................................................14
SECONDARY RESEARCH.........................................................................................................15
PROJECT LOG BOOK...............................................................................................................16
M2..............................................................................................................................................19
LO3.................................................................................................................................................20
P5 & M3.....................................................................................................................................20
P6 & M3.....................................................................................................................................24
P7 and P4...................................................................................................................................25
CONCLUSION.................................................................................................................................27
REFERENCES...............................................................................................................................28
2

INTRODUCTION
The digital technology has affected the way in which humans transact and interacts. The digital
technologies arrival has changed the whole system of the production and the way of designing
the products (Fitzgerald, et al. 2014). Also, there has been the change in the models of the
traditional business and transformation of the activities. Digital technology is a booming sector
that helps companies in the marketing of the products and services online. Digital technology
has impacted the business operations and functions to a large extent and has provided many
benefits to the business in attaining the business objectives. Adoption of the modern
technologies that are digitalised and replacement of the traditional and old business has
increased the productivity of the business overall (Oldham, and Silva, 2015).
This research report has been prepared for examining the digital technology impact on the
business conduction and implementation. As a deputy head of the business research of the
Continental Consulting Limited, the research will be carried out for the evaluation of the digital
technology impact on the growth and innovation of the small business in respect to the
Continental consulting limited. This Research will be followed by the primary and secondary
research with the help of the qualitative and quantitative data and graphs and pie charts.
3

LO1
P1
Being a deputy head of the Business research at “Continental Consulting Limited”, a research
has been undertaken for evaluation of the impact of the digital technology on the growth and
innovation of the small business especially “Continental Consulting Limited” that will help the
company to bring the innovation and changes in the technologies adopted by the company and
to identify the needs of the company and taking necessary actions for the up gradation and
renovation of the facilities of the company for competing in the market in an efficient and
effective manner (Companies house, 2018).
The main aim of this business project that has been carried out for the Continental consulting
limited is to evaluate the impact and effect of the digital technology that supports the
innovation and growth of the Continental consulting limited. It also includes the understanding
the It needs of the company and makes necessary actions for the renovation and up gradation
of the facilities of the company (Ball, et al. 2018). The objectives of this business research
project focus on the achieving the aims of this business research project in respect to the
Continental Consulting limited:
1. To evaluate the effect of the digital technology that supports the growth of the Continental
consulting limited.
2. To evaluate the effect of the digital technology that supports the innovation of the
Continental consulting limited.
3. To identify the IT needs of the Continental Consulting limited for the renovating and I
upgrading the business
4. To determine the innovative ideas for cope with the challenges from the competitors and
successfully seizing the market (Fitzgerald, et al.2014).
4

Thus with the help of aforesaid objectives and aims of the business research project in respect
to the Continental consulting group, It will be able to drive the impact and challenges of the
digital technology (Ball, et al. 2018).
5

P2
Project management is the practice of the planning, initiating, executing, controlling the
teamwork for achieving the specific goals and meeting the specific criteria of the success at the
given time. The primary issue or challenge is to attain the goals and objectives of the research
project within the specific and given time (Leeflang, et al. 2014).
Project scope (Included scope)
 This research project which is carried out by the deputy head of the Continental
consulting group and head of the research section includes the evaluation of the digital
technologies impact on the growth and innovation of the business and also asses the
needs of the company for the fulfilling the facilities of the company
 The methodology of the research will be the combination of the qualitative and
quantitative research approaches that will carry forward by the primary and secondary
research and that will on the title of the impact of the digital technology on the business
innovation and growth.
 This primary research will be conducted with the help of the focus group questionnaire
that will assist in evaluating the digital technology impact
 And the secondary research will be successfully conducted with the help of the journals,
online reports, academic research, online articles etc. (Fitzgerald, et al.2014).
Project scope (Excluded scope)
 This research will focus only on the impact of the digital technology on the business of
the Continental consulting limited and it will not focus on the other changed needed
within the business.
 This research will not consider other factors of the technology which are nor related to
the digitalization (Ball, et al. 2018).
6

Key deliverables
The main findings and outcomes of this research project will be the ways in which the
company can fulfil the IT needs of up gradation and renovation its facilities with the help of
analyzing the revolution and changes of the digital technology that affected the business at
a great extent (Agrawal, et al. 2015).
Project limitations
 The issue that has faced during the conduction of the primary research was the lack
of fund as the actual cost was higher than the estimated cost
 There was also the time frame limitation
 For the secondary research, there has been difficulty faced in gathering the
appropriate and relevant data for the successful conduction of this business research
project (Fitzgerald, et al.2014).
Project costs and budgets
ITEMS ESTIMATED COST ACTUAL COST
XEROX OF
QUESTIONNAIRE
£45 £50
WAGES £ 300 £350
REFRESHMENT COST £65 £75
PEN AND OTHER
ACCESSORIES
£20 £30
ADMINISTRATION COST £35 £ 40
VOUCHERS OF £180 £200
7

RESPONDENTS
TOTAL EXPENSES £645 £745
Success criteria
This will be evaluated and measured by the successful completion of this business research
project and the success will also be evaluated on the basis of the fulfilling the aims and
objectives of this business research project. The outcomes will also be identified by point out
the factors needed for the growth and innovation of the Continental consulting limited
(Agrawal, et al. 2015). Moreover, the success criteria will be measured if the company will be
able to make the necessary changes, up gradation and renovation in the technologies adopted
by the business.
Timing
The time allocated for the completion of the business research project is 25 July 2018 which
should be considered and the research project should be completed before or on the time
given.
Cost
The allocated budget for this research project is £645 which should be kept in mind and the
business research project should be undertaken on the basis of this cost.
Quality
This business project quality will be evaluated on the basis of the primary and secondary
research and the focus group questionnaire will be filled for the primary research and which
will give the reliable results and for the secondary research the data gathering will be from the
reliable sources as the research papers and journals are already have been pre studied and so
this will give the appropriate findings and qualitative results (Bell, 2014).
Quality control
8

The business project will be carried out by the consideration of all ethical norms and should be
in followed by laws and rules. The quality control will be done by the head of the business
research project that will ensure the effective planning, controlling, implementing of the
business research and will ensure that the quality of the business research has been
maintained. There will be the proper quality control ensured by the research head in each and
every step (Bell, 2014).
Communication plan
WHAT WHEN TO WHOM HOW
PROGRESS REPORT MONTHLY MANAGERS AND
PRODUCERS
MEETINGS
SCHEDULE UPDATE MONTHLY DEVELOPERS AND
EMPLOYEES
EMAILS
REPORT OF
EVALUATION
MONTHLY MANAGERS MEETINGS
RECOMMENDATION
S AND FINDINGS
AT END OF A
PROJECT
PARTICIPANTS AND
MANAGERS
LETTER
 There will be brief given to the focus group questionnaire which will be carried out by
the staffs and employees so that they have the better understanding about the aims of
the business research and quality can be improved.
 Proper communication and interaction with the respondents will take place.
 Project supervisor or head will be present for monitoring and quality check of the report
(Agrawal, et al. 2015).
Project assumptions
9

Some assumptions should be taken into the consideration for the successful completion of the
business research project which is as follows (Coad, et al. 2015):
 The staffs and employees of the Continental consulting group are aware of the impact of
the digital technology on their business and what are the changes needed in their
business.
 This research project will surely help the company in making the changes in their
technology
 The up gradation and renovation will surely help the company in competing with their
potential customers and also help in increasing the productivity (Lerch and Gotsch,
2015).
 This business research project will also help in analyzing the impact of the digital
technology and the changes needed in the It department.
Project risks
 The risks of this business project will be assessed in terms of the quality as if the project
fails to meet the standard criteria then there will be the redresses made by the business
research head.
 This business research project should be completed in the given time frame that is
mentioned in the Gantt chart.
 Research costs should not exceed the expected costs (Sussan and Acs, 2017)
10

P3 & M1
WORK BREAK DOWN STRUCTURE
Work break down structure is the structure of the project that is the breakdown of the project
into the smaller parts. It also organizes the teamwork into the specified and particular sections
(Harrison and Lock, 2017). There will be the process break down into the smaller activities and
tasks for the clear understanding of the small and specified tasks which helps in the quick
completion of the activities in a specified time. This ensures the effective management and
implementation of the business project that has been undertaken by the team members of the
business project that helps in the attainment of the business project goals and objectives
(Meredith, et al. 2016).
11

Implementation of the project plan- Work breakdown structure (WBS)
Task
WORK
DATE TIME
TAKEN
Task 1 To develop a project plan 28 March 2
Task 2 To design the project with the aims and objectives
formulation
30 March 13
Task 3 Deciding the type of data collection 13 May 7
Task 4 To prepare the work break down structure and Gantt
chart
20 May 6
Task 5 Preparing the focus group questionnaire for the
collection of the data
26 May 11
Task 6 Applying the methodology and collecting the needed
data from the right respondents
6 June 7
Task 7 To apply the appropriate tools and techniques for
analysis
13 June 5
Task 8 Document preparation in the form of the reports, data 18 June 3
Task 9 Drawing findings and conclusion 21 June 19
Task 10 Finalising the report 9 July 4
Task 11 To arrange the formal meeting for the findings and
recommendations to the senior manager
13 July 2
Task 12 Organising the final meeting for monitoring the success
of the business project
15 July 7
12

PROJECT PLAN IMPLEMENTATION- GANTT CHART
DATE/
WEEKS
1 2 3 4 5 6 7 8 9 10
First Task
Second
Task
Third Task
Fourth Task
Fifth Task
Sixth Task
Seventh
Task
Eighth Task
Ninth Task
Tenth Task
Eleventh
Task
Twelfth
Task
13

LO2
P4
The business research project has been carried out for the Continental consulting limited by the
business research head and this project will include both types of the research form that are
primary and secondary research methods (Kagermann, 2015). The primary research will be
undertaken with the help of the focus group questionnaire which will help in collecting the data
for the business research project. This will give the appropriate findings and results for the
Continental consulting limited. The focus group questionnaire will be conducted with the help
of the fifty respondents and the data obtained will be analyzed with the help of the graphs, pie
charts etc. This will be filled by the staffs and employees of the company that will provide the
appropriate results and findings (Eriksson and Kovalainen, 2015).
The secondary research will be undertaken by the in-depth study of the online articles, journals,
papers, research paper etc. which will give the reliable and valid conclusion of the research
project that will give the deep insights about the impact of the digital technology on the growth
and innovation of the "Continental consulting group". There will a collection of 100 review
literature that has the combination of the above-mentioned components. Out of this 100, 50
will be reviewed by the Meta-analysis (Hair, et al. 2015).
PRIMARY RESEARCH
A primary research has been carried out which is quantitative in nature as this is done with the
help of the focus group questionnaire and this will be filled by the fifty employees and staff of
the Continental consulting group that are our respondents. Following are the questions that
have been prepared focuses on the impact of the digital technology that supports the
innovation and growth of the Continental Consulting Limited (Eriksson and Kovalainen, 2015).
14

QUESTIONS HIGH AVERAGE LOW
How well has the digital technology supported the growth of
the continental consulting limited?
What do you think that impact of the digital technology
supported for the innovation of the continental consulting
limited?
At what level, there are changes required in the It and
technology of the Continental Consulting Group?
What do you think; there is a requirement of the changes in
technology for the renovation?
SECONDARY RESEARCH
According to the Henwood, (2014), the digital technology has impacted the small business at a
great extent and led to innovation in the business by replacing the old methods and
technologies with the new and updated one. The adoption of the digital technology helps in
gaining the competitive advantage to the small businesses (Burns, 2016). Digital technologies
are the electronic systems, tools, devices that store, generate and process data. These include
online games, social media, applications, productivity, multimedia etc. The innovation through
digital technology will lead to the Continental consulting limited to use the digital infrastructure
and tools for growing all area of business like human resource, marketing, production and
finance (Mazzarol, 2015). There may be a barrier of cost and time for investing in the new
technology in a small business like Continental consulting limited (Frey, 2017). It has also
focused on the integration of the digital technologies like mobile, analytics, and cloud, social.
The small business like Continental consulting group need to adjust for the competition and it
also needs for the demands of the digitalisation process and business models. Digital
technology has also led to a lot of opportunities for the small business in growing and
establishing the other branches. As the use of the up gradation and renovation will cut down
the cost and help the business to grow (Westerman, et al. 2014).
15

PROJECT LOG BOOK
Wee
k
no.
Date Weekly
update of
research
(Including
project change
direction or
new ideas)
A problem
encounter
ed or risk
Impac
t
Effect on
project
Actions
for a
reduction
in risks
Time for next
week
1 28
Marc
h
Project design Preparing
the
appropriat
e aims and
objectives
Mediu
m
Results
may not
reliable
To
undertaki
ng and
consider
the risks
while
planning
the
project
ACTIONS
Assess
and
identify
the aims
and
objectives
are
feasible
or not
Data
Collection
16

2 8
June
Data
Collection
Loss of
staff
High Difficulty
in the
completio
n of the
task
Recognise
the
substitute
resources
in the
emergenc
y case and
examine
the need
of the
extra
resources
Application of
techniques
and tools
3 15
June
Application of
techniques
and tools
Key
changes in
requireme
nts of
users
High Quality
may affect
and there
may
exceed
time and
cost
To discuss
the
impact of
change
and
schedulin
g and
agree to
the
proceedin
g of
specificati
on change
Preparation of
reports and
documents
4 20
June
Preparation of
reports and
Changes in
process
High Changes to
system,
To
implemen
A formal
meeting with
17

documents and
structure
of user
departmen
t
processes,
rollout and
training
t the
changes
in the
project.
recommendati
ons and
findings
5 14
July
A formal
meeting with
recommendati
ons and
findings
Deviation
of findings
from the
aims and
objectives
High Changes in
the
process,
system
and make
modificati
ons in
objectives
and aims
Implemen
t the
required
changes
18

M2
This business research project has been carried out with the use of primary and secondary
research methods. Secondary research has been conducted with the already examines review
papers that have been reviewed many times by many other researchers. So that research
papers are enough to give the proper findings and results (Sundararajan, 2014). As all the data
and papers have been in-depth read and studied with the Meta-analysis so that will give the
reliable and valid conclusions and findings. All the information and data are related to the
digital technology impact on the small business and how it helps in making innovation in the
business and support the growth of the business (Weill, and Woerner, 2015).
The primary research has also been undertaken which is also capable to give the appropriate
and proper findings with the help of the focus group questionnaire that has been filled by the
staff of the company that have given the accurate results and conclusion have been drawn from
that analysis (Sundararajan, 2014).
Thus this research has been successful in fulfilling the aims and objectives of the defined aims
and objectives so it can be said that this project is reliable, accurate and valid.
19

LO3
P5 & M3
The effect of the digital technology on the Continental consulting group has been analyses that
support their growth of business with the help of the primary and secondary research. This has
helped in the analysis of digital technology impact (Weill, and Woerner, 2015).
The results of the focus group questionnaire are:
QUESTIONS HIGH AVERAGE LOW
How well has the digital technology supported the growth of
the continental consulting limited?
55% 25% 20%
What do you think that impact of the digital technology
supported for the innovation of the continental consulting
limited?
42% 40% 18%
At what level, there are changes required in the IT system and
technology of the Continental Consulting Group?
60% 25% 25%
What do you think; there is a requirement of the changes in
the old system for the renovation?
45% 40% 15%
20

55%
25%
20%
Digital technology and growth
HIGH
AVERAGE
LOW
Changes required in old system of tehnology for
rennovation
HIGH AVERAGE LOW
21

42%
40%
18%
Digital technology and innovation
HIGH
AVERAGE
LOW
55%
23%
23%
Changes needed in IT sysytem and technology of
Continental consulting group
HIGH
AVERAGE
LOW
22

The secondary research has been conducted that helped the Continental consulting limited for
successfully implementing the aims and objectives of evaluating the impact of digital
technology and it has found that there is the most positive impact of changes in the
technologies. It has lower down the business cost and increases the productivity. Also, it has
supported the growth of the business through online media and bringing the business online.
The replacement of the technologies required the innovation and changes in the current
business (Kenney and Zysman, 2016). The digital technology has brought the positive impacts
on the business of the Continental consulting group and the replacement of the old
technologies also so it can be said that there are positive changes due to the effect of the digital
technology. Thus the main findings of this report are that there is the huge impact of the digital
technology on the Continental consulting business (Dodgson, et al. 2015).
23

P6 & M3
Digital technology has impacted the growth of the Continental consulting group as per the
results that have been obtained from the focus group survey. The majority of the respondents
have the view that the digital technology has impacted the growth of the business and also it
has brought the innovations in the business (Kenney and Zysman, 2016).
There are some recommendations that have drawn from this research project and also some
factors also found that will help the company for the successful implementation of this business
research project.
The continental consulting group is a small business enterprise so the replacement cost of the
transforming to the digital technology is quite high. So it is suggested to the company it should
analyse the factors that are increasing the cost of the business (Jones, et al. 2015). It has also
been analyzed that the digital technology has also impacted the business in a negative manner.
The strategies for cope up with the challenges from the adoption of the digital technology
should be analyzed properly. It has also assisted in the increasing the market share and making
growth (Dodgson, et al. 2015).
The company should invest in the infrastructure up gradation. Also, there is a requirement of
the in-depth analysis of the effect that has made by the digital technology transformation.
Moreover, for the further considerations, time and cost factors should be taken into
considerations. This research project may require more time for the completion of the business
research project. Also, it can be said that this business research project needs extra efforts for
gathering the data from the secondary sources. This business research project also needs some
considerations for attaining the aims and objectives like it to require more research and analysis
for the results and conclusions (Robinson, et al. 2015).
24

P7 and P4
The main objective of the project was to recognize and examine the scope of digital technology
in bringing innovation and growth in Continental consulting limited. The project was successful
to identify the evaluation of the digital technology in the Continental consulting company
because I found that the outcomes of the research and the fact and figure identified in the
report explains that digital technology is beneficial for the company. I also found that it helps to
bring an innovative culture in the company. During the initial phase of the project, the process
of finding of the research objective and the process of source discoveries worked well (Davies,
2012). This helped me during the project research, during the project actives I got positive
response and feedback from many participants in secondary research. I found that during
writing the outcomes of the project, the project objective has become successful. The problems
that emerged during the project were that I thought that I could not complete the project
before the deadline but I was successful in completing the project. Another problem that I
identified during the project was that participants were not supportive and some of them
became anxious during the survey of secondary research (Bititci et al., 2012). The other
problem that I identified was that I found it difficult to identify appropriate results that are time
independent of secondary research. The project helps to perceive that digital technology has a
positive impact on the company and brings innovative culture in the company. The digital
technology helps to create growth in the company. I learned many new concepts related to
digital technology and management. I will rate my performance as a management consultant in
the company as good. The reason behind this is that I have been successful in deriving results
out of my research project and provide productive suggestion to the company. The strengths
that I identified during the project were that I was determined and passionate about the
project. This helped me to complete the project on time even after facing certain challenges. In
addition to this, I identified that I am thinking regarding research and development works. The
weaknesses that I identified during the project are that I did not have appropriate planning
skills and I have a weak focus. This identification will help me do certain exercise that helps me
to overcome my weakness. The project is very useful in professional growth as it helps to polish
my skills as a management consultant and in addition to this. (Davies,2012) the project helps to
25

identify new methods that can be implemented in any organization for better performance and
results. The project also helps to improve confidence and research ability.
26

CONCLUSION
The research proposal provides information about the impact of digital technology on small
business in growth and development. Various tools have been used in the research project such
as grant chart and project management plan to make the process of research easy and
effective. The research project is successful in achieving the objective of the research. The
results that are derived in the research suggest that digital technology has an impact on the
business and helps to improve the business in many ways. It also suggests that digital
technology is used to bring innovation into the company. The research also helps to develop
detail understating about digital technology and other concepts of management. The
knowledge and information gained in this report develop and detail insight about methods to
conduct research and accomplish research projects. The research conducted in this assignment
is very useful for career development.
27

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