Digital Business Models and Their Impact

The assignment delves into the realm of digital business models, examining their influence across diverse sectors. It encourages students to analyze case studies and critically evaluate the transformative effects of these models on traditional business practices. Furthermore, the assignment prompts reflection on the future trajectory of innovation within a rapidly evolving technological landscape.

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of the research........................................................................................................1
Background of Research.........................................................................................................1
Research Aim.........................................................................................................................1
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................2
To assess the benefits of Artificial Intelligence on the business performance of Virgin Group
within the market place..........................................................................................................3
To analyse various components of Artificial intelligence that are used by Virgin Group for
enhancing its revenue and profitability growth......................................................................3
To determine the influence of Artificial intelligence on Internal Environment of Virgin Group.
................................................................................................................................................4
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................5
Type of Investigation..............................................................................................................5
Research Design.....................................................................................................................5
Research Approach.................................................................................................................5
Data sampling.........................................................................................................................5
Data collection........................................................................................................................6
Ethical Consideration.............................................................................................................6
TIME SCALE..................................................................................................................................6
REFERENCES................................................................................................................................8

TITLE: 'To Determine the importance of Artificial Intelligence within Current business
scenario and its influence on innovation within organisation. A case Study on Virgin Group
'
CHAPTER 1: INTRODUCTION
Overview of the research
The part of computerized innovation can not be undermined in the present business
world. There are different devices and advancements which are being utilized by organizations
around the globe. Propelled developments are effective in making individuals life all the more
basic and pleasing, this similarly make a motivating force in redesigning the learning and
capacities of people about the hugeness of applying modernized mechanical assemblies and
advances. Artificial intelligence has grown in recent times and is expected to replace the manual
workings within organisation to a large extent going forward. The current research report will
have a detailed discussion on this topic (Schor, 2016).
Background of Research
There has been steady change in the general workings of organizations around the globe,
basically because of new and inventive apparatuses and additionally procedures utilized by them
inside business. The critical reason of firm is to satisfying the needs of people at business focus
in order to accomplishing forceful edge at publicize put. There is a all round impact of Artificial
intelligence on the overall workings of Virgin Group (Leischnig, Wölfl and Ivens, 2016).
Significance of Study
Research is a critical angle for a business. On the off chance that an association needs to
develop it might lead examine occasionally about different elements that influences business
either straightforwardly or in a roundabout way. Thus, It is very imperative to make a legitimate
examination of these elements and afterwards outline strategies which will be advantageous for
both organization and shoppers in a viable and also productive way
Research Aim
The aim of this research is to gather necessary data regarding use and implementation of
different kinds artificial intelligence technology within various companies of Virgin Group. This
will enable the researcher as well as readers to have a proper knowledge about artificial
intelligence and its use (Li and Found, 2017).
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Research Objectives
Research targets are made in light of constructed purpose of the examination, these are
available as explanation which portrays the genuine degree of study lastly expect colossal part in
social event appropriate data and information as to drawing feasible outcome. The objectives are
described either wide or thin which relies upon the examination issue. The noteworthy goals of
this particular research wander are portrayed as under:
 To assess the benefits of Artificial Intelligence on the business performance of Virgin
Group within the market place.
 To analyse various components of Artificial intelligence that are used by Virgin Group
for enhancing its revenue and profitability growth.
 To determine the influence of Artificial intelligence on Internal Environment of Virgin
Group.
Research Questions
Research Questions are derived from the objective of particular research. It refers to the
various questions the answers of which this research is going to give in an effective as well as
efficient way. The answers are derived after getting viewpoints of different authors and writers
regarding the topic.
 What is the impact of Artificial Intelligence on the business performance of Vodafone
within the market place?
 What are the various components of Artificial intelligence that are used by Vodafone for
enhancing its revenue and profitability growth?
 How Artificial Intelligence influence internal environment of Vodafone?
CHAPTER 2: LITERATURE REVIEW
It is one of the main and important part of research project. It tries to explain the
objectives of research in a much more detailed manner. It can be regarded as the core of an
research project. The data is aggregated from various source, for example, past undertakings,
books, magazines, step by step papers and so forth. The master or the researcher set the ideal
opportunity for specific undertaking so it is fundamental for them to finish the work in picked
time distribution. Under this, the goals of research are explained in a viable, proficient and an
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itemized way. Along these lines one might say that it is the core of research and is extremely
basic to achieve the general goal of the entire research.
To assess the benefits of Artificial Intelligence on the business performance of Virgin Group
within the market place.
The role of Artificial intelligence can not be denied in the overall workings of company
in the recent Era. Artificial intelligence has lead to growth as well as development of business in
a more rapid way then through manual hard work (Rayburn, 2012). The use of artificial
intelligence has boosted growth of different departments of Virgin Group, this includes
Marketing Department, Sales Department, Operations department etc. The different types of
benefits that are enjoyed by the virgin group can be as follows:
 Saving in Time as well as money by automating normal routine process as well as tasks.
 An overall increment in the efficiency as well as productivity of company.
 The chances of Human errors are reduced to quite an extent which will result in higher
level (Brock, 2013).
 Sales opportunities can be increased because artificial intelligence techniques allows a
company to reach to various kinds of individuals in an effective as well as efficient way
and in a shorter span of time.
 The company will be able to save on the front of cost, because automation will reduce
cost of operations of company as there will be a reduction in the manpower and
workforce.
The Virgin Group is a well established conglomerate group having business of airlines,
mobile communication and other ancillary businesses. Thus, company is having business
operations all around the world and for the purpose of treating as well as serving them
effectively, Artificial intelligence and its various tools can play a important role (Domingo and
Garganté, 2016).
To analyse various components of Artificial intelligence that are used by Virgin Group for
enhancing its revenue and profitability growth.
Artificial intelligence consist of various components which are being used for the purpose
of implementing various business policies and procedures and also to reduce the timing of
operations as well as tasks in an effective as well as efficient manner. The different components
of Artificial intelligence which can be effectively used by Virgin group are as follows:
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 Natural language processing: It is a method to have an interaction with computers that
would understand the natural language that are being spoken by humans. Expert Systems: There are different kind of applications which are there to integrate
different machine, software as well as special information for the purpose of reasoning
and advising. These can be helpful tool for the purpose of giving explanation and advices
to the concerned user (Baird and Raghu, 2015). Speech Recognition: There are certain system which allows speech recognition, that
means it is capable of hearing voice of humans and then converting them into desiring
content. One of the example can be speech to text software, which writes as a person
speak in the microphone (Fenwick and Edwards, 2016).
 Intelligent Robots: Robots are yet another tool of artificial intelligence. These robots do
have the censor to detect and accumulate physical data from the real world and then act
accordingly as per the specifications given. The virgin group can have use of these robots
in their business of information technology.
To determine the influence of Artificial intelligence on Internal Environment of Virgin Group.
Artificial intelligence can have a huge impact on the overall workings of company and its
internal environment. The various factors of internal environment that includes are Employees,
suppliers, customers etc. It is thus quite important that business should grow as well as prosper
by effectively using these technological instruments for better and effective delivery of services
in the longer run (Selwyn, 2012). The various influence on different factors of internal
environment are described as follows:
Customers: They will be able to get their goods and services in a very quick time frame because
the process of manufacturing would have been converted into automation due to use of artificial
intelligence.
Suppliers: They will be given orders on the basis of automation within company and thus the
process will be much easier and effective.
Employees: The use of artificial intelligence can be turned out as a negative factor for employees
because it can lead to loss of jobs. Robotics can take place of employees in the longer run, which
will have a negative impact on workings of human workforce (Dutta, Lee and Yasai-Ardekani,
2014).
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CHAPTER 3: RESEARCH METHODOLOGY
This can be surveyed as the most essential bit of research wander which helps in total the
whole research practices into particularly organized and ponder way. This section helps in
picking the most sensible instruments and strategy for satisfaction of research work. This portion
accept capable part in gathering fitting come about through applying most reasonable
framework.
Type of Investigation
The research can be of two types, these are qualitative research and quantitative research.
Expert has considered subjective examination with a specific extreme goal to complete this
examination and fundamental part for this choice is that running subjective research system is
extraordinarily clear and any individual can lead this by taking a short instructional assembling
in alliance (Eesley and Miller, 2018).
Research Design
Research methodologies and philosophy associated in get-together and analysing
measures of the components which are demonstrated in the investigation issue. This zone give a
graph to the examination in which whole activity of research are completed in convincing way
Diverse kind of research follows are there, for instance, illustrative, exploratory and test
research.
Research Approach
There are two sorts of research approach that an analyst can choose with the end goal of
viably leading examination. These are inductive research approach and deductive research
approach. With the end goal of this examination inductive research approach has been mulled
over as it helps in social occasion better and in addition effective result. The technique for
thinking behind endeavour inductive inferring is that it is important in binding right conclusion
for the examination (Österle, 2013).
Data sampling
Data sampling refers to creation of sample from a large population base, because of the
fact that whole population can not be taken for the purpose of collecting data, hence a sample of
the population is taken to collect data and the sample population is treated as the representative
of the whole population.
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Data collection
Information accumulation or Data collection is an exceptionally proficient device which
is utilized by the specialist with the end goal of viably assembling information and making
investigation. t is essential for researcher to collect data and information through various sources.
Master can assemble data with the help of various procedures, Under this research both primary
as well as secondary data has been selected. There are two sorts of methodologies which are as
under:
Primary source: This method requires test measure of time to gather the information about the
research,large measure of cash is spent for finishing the task. Various sources of primary data
can be questionnaire, Surveys etc.
Secondary source: When the researcher decides to collect data which are already there and no
separate efforts are made to collect data then it is called as secondary data. These data are usually
collected from Library's, Internet, Magazines etc.
Ethical Consideration
While directing examination, a Researcher go over different circumstance in which the
specialist needs to settle on choice ethically and morally. The respondents imparts data to the
analyst, which is very individual in nature and in this way it is basic that those data are not
abused or Misutilised by the Researcher in any capacity. The data might be utilized just for the
reason for which it has been accumulated and ought to likewise ensure that there is no indecent
or dishonest exercises that are finished by the Researcher while leading specialist. The essential
for moral thought updates when an examination consolidates coordinated effort with individuals
or business houses (Rai and Tang, 2013).
TIME SCALE
A period scale or a time scale demonstrates the residency of every action and the length
of every movement. It is useful for the specialist and other individuals who will going to have an
appropriate perusing of the research. In this manner, Time scale is critical in survey and
investigating the example of the entire research and how the exploration will work out and in
what time allotment.
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REFERENCES
Books and Journals
Schor, J., 2016. DEBATING THE SHARING ECONOMY. Journal of Self-Governance &
Management Economics. 4(3).
Li, A.Q. and Found, P., 2017. Towards sustainability: PSS, digital technology and value co-
creation. Procedia CIRP. 64. pp.79-84.
Rayburn, D., 2012. Streaming and digital media: understanding the business and technology.
Focal Press.
Domingo, M.G. and Garganté, A.B., 2016. Exploring the use of educational technology in
primary education: Teachers' perception of mobile technology learning impacts and
applications' use in the classroom. Computers in Human Behavior. 56. pp.21-28.
Fenwick, T. and Edwards, R., 2016. Exploring the impact of digital technologies on professional
responsibilities and education. European Educational Research Journal. 15(1). pp.117-
131.
Dutta, A., Lee, H. and Yasai-Ardekani, M., 2014. Digital systems and competitive
responsiveness: The dynamics of IT business value. Information & Management. 51(6).
pp.762-773.
Eesley, C.E. and Miller, W.F., 2018. Impact: Stanford University’s economic impact via
innovation and entrepreneurship. Foundations and Trends® in Entrepreneurship. 14(2).
pp.130-278.
Österle, H., 2013. Business in the information age: heading for new processes. Springer Science
& Business Media.
Rai, A. and Tang, X., 2013. Research commentary—information technology-enabled business
models: a conceptual framework and a coevolution perspective for future research.
Information Systems Research. 25(1). pp.1-14.
Selwyn, N., 2012. Education in a digital world: Global perspectives on technology and
education. Routledge.
Baird, A. and Raghu, T.S., 2015. Associating consumer perceived value with business models
for digital services. European Journal of Information Systems. 24(1). pp.4-22.
Brock, G., 2013. Out of print: Newspapers, journalism and the business of news in the digital
age. Kogan Page Publishers.
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Leischnig, A., Wölfl, S. and Ivens, B., 2016. When Does Digital Business Strategy Matter to
Market Performance?.
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