Significance of Information Technologies and Digital Media Platforms for Business Performance and Development: A Study on Marks and Spencer

Managing Innovation and
Information technology
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Contents
Contents...........................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................4
1.0 Introduction............................................................................................................................4
1.1 Background of the research...................................................................................................4
1.2 Rationale for research............................................................................................................4
1.3 Aims and objectives...............................................................................................................5
Aim of Research................................................................................................................5
Research Objectives...........................................................................................................5
Research Questions......................................................................................................................6
Background of the organisation...................................................................................................6
Problem of the research...............................................................................................................6
Structure of the research..............................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
Introduction..................................................................................................................................8
What is the concept of Information Technology and Innovation for the development of the
organization?................................................................................................................................8
What is the importance and impact of digital media on the performance of the Marks and
Spencer?.....................................................................................................................................11
Which are the key benefits of digital media that provide positive impact on the productivity
and effectiveness of the organization?.......................................................................................13
Challenges that are experienced by the company because less practising and utilization of
digital media platforms..............................................................................................................14
Appropriate digital media platforms that are utilizing by the Marks and Spencer in order to
improve the marketing activities of the company......................................................................16
Conclusion.................................................................................................................................17
CHAPTER 3: METHODOLOGY.................................................................................................19
CHAPTER 4: DATA ANALYSIS................................................................................................24
CONCLUSION..............................................................................................................................35
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RECOMMENDATION.................................................................................................................36
REFERENCES..............................................................................................................................37
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CHAPTER 1: INTRODUCTION
1.0 Introduction
Information technology is defined as such aspects in which use of computers, storage and
networking are inhaled and this helps the organisation to develop their process of storage, secure
and exchange of all forms of electronic data. Information technology is associated with using of
hardware, software and other services so that in appropriate manner data can be handled. Besides
this digital media platform are defined as such encrypted media so that using appropriate content
product or services of a brand can be promoted (Talukder, 2016). With the help of digital media
platforms business performance can be enhanced and at the same time organisation can be
developed as well. This research is associated with analysing the significance of information
technologies and digital media platforms in order to enhance business performance and
development as well (Bushuyeva, Bushuiev and Bushuieva, 2019). This is examined that in
current time information technology is regarded as the major aspect which is required to be used
by every business so that to develop efficiency of the business and to deal with market
competition and trends as well. Using such aspects within business this is imperative to develop
the business in such a way that market image can be enhanced so that business benefits can be
attained.
1.1 Background of the research
The research is related with developing the concept of information technology and digital
media platform in managing the business and its developmental processes as well. This is
analysed that Marks & Spencer is one of the greatest organisation which is associated with using
appropriate innovation in the business so that to develop their business and to acquire market
prominence as well (Turnbull, Chugh and Luck, 2021). This report is highlighting aspects linked
with using of digital media tools and other aspects which are helpful in developing the business
in well-defined manner.
1.2 Rationale for research
The research topic is related with covering the significance of information technology
and digital media platforms in order to enhance business performance and organisational
development (Szutowski, Szulczewska-Remi and Ratajczak, 2019). The major reason behind
selecting this topic is to fulfil dual perspective which is personal and professional. In the context
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of personal aspect with the help of this research various activities can be analsyed which are
related with developing use of IT. Besides this the research is going to aid me in applying
various techniques in which I am able to develop my personality in sufficient manner. The other
personal benefit with this research is that I am able to enhance various skills such as analytical
skills, research skills and many more. Using these skills, I can be developing my future career
abilities and develop my professional career as well. In the respect of professional aspect using
skills from this research I can develop my career opportunities which is going to assist me in
gaining good job position. In future perspective this is going to help me in making sound
professional career which may lead into shaping my personality in positive manner (Talukder,
2016). Using these concepts, I can work in my job with greater efficiency and manage my career
as well.
1.3 Aims and objectives
Aim of Research
“To study the significance of information technologies and digital media platforms to
enhance the performance and development of the organization”: A study on Marks and Spencer
Research Objectives
 To understand the concept of Information Technology and Innovation for the
development of the organization.
 To identify the importance and impact of digital media on the performance of the Marks
and Spencer.
 To analyze the key benefits of digital media that provides positive impact on the
productivity and effectiveness of the organization.
 To evaluate the challenges those are experienced by the company because of less
practicing and utilization of digital media platforms.
 To determine the most appropriate digital media platforms that are utilizing by the Marks
and Spencer in order to improve the marketing activities of the company.
Research Questions
 What is the concept of Information Technology and Innovation for the development of
the organization?
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 What is the importance and impact of digital media on the performance of the Marks and
Spencer?
 Which are the key benefits of digital media that provide positive impact on the
productivity and effectiveness of the organization?
 What are the challenges that are experienced by the company because less practicing and
utilization of digital media platforms?
 What are the most appropriate digital media platforms that are utilizing by the Marks and
Spencer in order to improve the marketing activities of the company.
Background of the organisation
Marks and Spencer is commonly known as M&S and it is British multinational retailer.
The company is specialised in selling food products, clothes and home products. The
headquarters of the company is located in London, England (Bushuyeva, Bushuiev and
Bushuieva, 2019). It comes under retail industry and found in the year 1884 in Leeds, United
Kingdom. Marks & Spencer is listed on the London Stock Exchange. The founder of the
company is Michael Marks and Thomas Spencer.
Problem of the research
The main problem of the current research is facing problem in relation to empowering
employees to innovate and work with new and advanced technology. This is the main problem
which company faces to empower and encourage employees in relation to innovation and
technology.
Structure of the research
Introduction:
Introduction is referred as first chapter of the investigation. It gives out introductory piece
of information in relation to the topic of study. It is the chapter in which researcher gives
systematic time duration for planning out resources to meet defined aim and objectives. In
simpler words, introduction is the face of the whole research because it contains great piece of
information that introduces reader with the basic information.
Literature review:
Literature review is the second significant chapter in the research. It is the chapter in
which research questions are mentioned so that they could be addressed effectively and
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efficiently. In simpler words, it is the chapter in which researcher focuses at gathering secondary
information and aims at fulfilling existing gap in the published data. In this secondary sources
are approached for collecting secondary data such as books, articles, journals, newspapers,
magazines, websites of business etc. It has great contribution in the investigation because it
provides great clarification about the whole topic. It is one of the important sections of the
investigation because it gives great learning about the topic.
Methodology:
The third chapter is research methodology in the research. This chapter is focussed
towards presenting material piece of information in the given report. The main motive of the
chapter is confirming the relevancy and authenticity of the chapter (Szutowski, Szulczewska-
Remi and Ratajczak, 2019). In the current research also different types of methodologies are
used such as research approach, research strategy, research choice, data collection etc. The
present research is based upon qualitative information to meet defined aim and objectives.
Results and Analysis:
The fourth chapter is results and analysis that covers research analysis and results. In this
gathered secondary information is analyses in systematic and proper manner. For analysing
gathered qualitative information, investigator has taken assistance of thematic analysis. This is
great for evaluating qualitative information.
Conclusion and Recommendations:
The fifth chapter is conclusion and recommendation, the conclusion chapter includes the
summary of the whole research in systematic way. The recommendation chapter includes
suggestions to the chosen company about the topic.
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CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review introduces to the process of gathering information through secondary
sources. These sources are peer-reviewed articles, books, journals and many more. Main purpose
of literature review within a dissertation is to help researcher in identification of research gap. In
previous studies, there was lots of data available regarding the significance of information
technologies and digital media platforms within business organisation, but there was lack of data
about the effectiveness of digital media platforms and information technologies in performance
and development of the organization.
What is the concept of Information Technology and Innovation for the development of the
organization?
According to Bene, (2021) information technology refers to the application of internet
and computer to transmit, store, retrieve and manipulate data and information. Security is
regarded as specific category of IT which mainly focus on transmitting data on the aspect of
information technology. It is used in both small business and a multinational company which
resulting in storing data and information in effective way. Now a day, computer technology is
used in every business which is becoming a business operating within all over the world.
Without an information technology, company cannot run. It is needed in every department of an
organisation such as sales, finance, HR, communications and all other departments which are
dependent on functional computer information system. In addition, it helps in protecting data and
information and keep it safe from all over the world. In relation with marks and Spencer, they are
using internet based services such as they are doing online satisfaction which results in securely
saving their customer data and information (Hallencreutz, and Parmler, 2021). So, they make use
of information technology such as big data to keep their transaction and data secure and which
results in enhancing customer’s loyalty as well. Information technology is considered as broader
term which includes all communication technologies by involving internet wireless networks,
computers, software, media application, video conferencing and social networking. It helps to
provide instant messaging, voice, emails and video calls in cheaper and quicker manner.
Information technology also created new and interesting jobs for people due to which the
unemployment rate of country gets decreased. Through information technology, company can
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