Managing Digital Operations Assignment

Managing Digital Operations

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Review of evolution and current state of contemporary digital issues.......................................1
Challenges and opportunities of contemporary digital issues ....................................................2
Contemporary digital issues affecting business organization ....................................................4
Digital tactics and strategies used by organization to address the issues ...................................6
Future direction of digital issue ..................................................................................................7
CONCLUSION AND RECOMMENDATIONS ...........................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Digital operations is the new kind of activities which involve in the company. Digital
operation management brings together machine, learning, automation workflows to mobilize
team when is matters most. It collects signals from any source them implements advanced
analytics, machine learning and end-to-end incident life cycle automation, so that people can
mobilize, resolve and forbid disturbance fast (Nylén and Holmström, 2015). This study is based
on Marks and Spencer (M&S). It is the British multinational retailer which offers clothing, home
appliance and luxury foods products. Report will review of the evolution and current state
contemporary digital issues in relation to digital operation management. It will critical evaluate
the challenges and opportunities of these contemporary digital issues. Furthermore, study will
these contemporary digital issues affecting business organization. It will identify digital tactics
and strategies utilised by organization to address issues. Moreover, it will give recommendations
for company and future direction of these contemporary digital issues.
MAIN BODY
Review of evolution and current state of contemporary digital issues
The digital collective is the regionally driven peer-to-peer exchange which facilitates best
practices and fuels new and useful relationship between digital marketers. The digital
competition expert panel realised the unlocking digital competitions (Hess and et.al., 2016). In
this context, there are many contemporary digital issues which is relating to digital operation
management. Such as:
Privacy:
It is the big issue relating to digital which is highly impact on digital operation
management. Digital operator collect and hold data on their consumer such as informations of
billing, location, browsing and preferences. Information and communication technology also
give possible for information to be misused involving criminally for financial or political gain.
Continuing public concern over personal privacy involves fears such as irresponsible utilise of
personal data through firms which can lead of actions that irrupt on the privacy of single persons.
Therefore, operators must have ensured that do not display any kid of personal data of their
consumers.
Data Protection:
1

The legitimate limitations of data analysis and utilise by firms for commercial purposes
continues to be debated. Businesses operate in markets with varied regulatory authorities on data
security and privacy (Kaufman, 2018). In this context, digital operates must ensure that
commercial benefits of analysing and utilising the data which are realized in accordance with law
and not at the cost of trust of consumer. Ineffective data protection affecting the management of
digital operations by operators. It is necessary to follow the all laws and ethics for protecting data
and managing the digital operations.
Cyberbullying:
The internet is social medium many up the people, cliques and groups. Some time
through people engage bullying and harassment, so that this is large contemporary issues of
digital. This issue explores the story and realities of cyberbullying and offers tips for adults to
help young people who are included in it. This issue can be affected on managing the digital
operations.
Cyber security:
It is major current issue of digital which is highly effected on managing the digital
operations. This issue describes various cyber security risks with strategies for handling them. It
involves spam, online scams and fraud, issues related to online buying and so on (Selwyn,
2014). Through navigating the web avoiding the threats can be challenging risk. These risks are
highly affecting on managing the digital operations.
Incurring the cost:
If the businesses are running the digital marketing and operations, so that they are facing
the issues in the costs. With this issue, ineffective managing the digital operations and
dissatisfaction of consumers, decreasing their trust as well. Therefore, it is necessary to
managing the digital operations for competitive advantages which help to success.
Challenges and opportunities of contemporary digital issues
There are many challenges of contemporary digital issues such as viral the personal data
of consumers, privacy, information overload, cyber bullying, spend time and money and son. On
other side, these issues are also created the opportunities such as consumer awareness, growth
and success of the business organization (Moore, 2017). In this context, The misuse of personal
information is major challenge of the M&S.
Challenges:
2

If there are highly increasing cyber crime, so that it is effected on the digital operation
ineffectively of M&S. In this context, they are faced the different challenges in digital activities
like marketing and operations as well as their growth and operations of business in the UK. Such
as:
Changing Consumer Behaviour:
It is the challenge for M&S which means that they are facing the digital issues such as
cyber security, cyberbullying, data privacy of consumers within the organization. Therefore, they
need to protect all personal data and information for determining the behaviour of consumers
towards their products and services.
Impact on sales:
It is the biggest challenge which occurred by digital issues that faced by M&S. There are
many digital issues such as cyber security, cyberbullying and viral the confidential data of the
consumers as well as company (Wellington, 2015). These factors are highly effecting on the
sales of organization. Therefore, company needs to adopt the different software for protecting
the confidential data of consumers. Some times, viral the confidential information to
competitors, so that they are misused the informations which can impact on sales and revenue of
M&S.
Growth and Success:
Through cyber bullying and cybercrime, there are many of important and confidential
information has been viral which can also impact on operations and functions of M&S. This
kind of issue create the challenges which effect on the growth and success of company in the
retail industry. Wrong information can be viral, so that it can be changed the consumer behaviour
and loosing their trust towards their firm and their product and services.
Time and Money:
If there is high range of cyber crime will be happened, so that it takes lost of money and
time on digital operations and marketing of product and service of business. It is the biggest
challenges for business which is effected on the sales and profits as well as growth of M&S in
retail industry (Kane and et.al., 2015). This kind of issue is directly effective digital operation
and activities of firm.
Opportunities:
3

If there is no issue occurred by the digitalization, so that they are creating lots of
opportunities for improving the digital operations of business organization. Also, these chances
help in success and growth of M&S. Such as:
Improving digital operations:
If there is no issue and crime by digitalization, so that it is creating the chances of
business in relation to raise the digital presences. This can help to raise the consumer experience
and expectation while they are buying product and services digitally. This can increasing the
customer engagement. This kind of opportunity is directly helping in effective digital operation
and activities of firm.
Rethinking Approaches:
Nowadays, there are highly crimes occur through digitalization such as cyber crime,
cyberbullying and data privacy. Therefore, M&S are rethinking their approaches of data privacy
for safeguard and secure the personal data of consumers (Hou and Li, 2014). This create
opportunity for increase the consumer experience and their trust which is most essential part of
firm. For that, it is necessary to rethink approaches of data privacy by the company.
Contemporary digital issues affecting business organization
There are many digital issues such as cyber crime, misuse of confidential informations,
cyberbullying, data privacy and so on. These kinds of issues affected on different business
organizations either retail or manufacturing.
Impact of Cybercrime:
Cybercrime is the crime which includes computer and network. It can be determined as
offences which are committed against individuals and group of individuals with criminal motive
to harm reputation of the victims intentionally. It is the threat of person, security of country and
financial health. Issues involves hacking, copy infringement. There are also issues of privacy
when confidential data is disclosed without law (Richey and Klein, 2014). This cyber crime
influenced in different business organization such as Retail, manufacturing and hospitality.
 Cyber criminal keep the retail company to cost frequently through deliberate assertion of
services and through manipulating the website links of company that can lead to damage
extensive brand for example redirecting links for retail websites. The cybercrime has
been scarcity of changes in the retail sector within the last year. Retailers have large
4

quantities of data, so that it is big threat for retail business. For example, M&S, Tesco
etc.
 The manufacturing industry is open to threat due to the form of data it holds. The
information that firms can be hold more valuable. Manufacturing firms can be aware that
intellectual property which they keep such as evidence of concept and project plans are
targets which they can be sold at the high price. Cyber crime is highly effected on supply
chain of manufacturing companies (Kivunja, 2014). It can be highly threat of business.
 Cybercrime is the major targeted on the hospitality industry, because they are highly
utilizing the internet for everything such as utilization of websites, electronic payment
processing system and so on. All of that, this makes businesses enticing targets for cyber
crimes. For example: travel and tourism, hotels like Hilton.
Impact of Data Privacy and Protection:
Data privacy is also known as information privacy that is aspect of information
technology which deals with ability to define data in computer system can be shared with third
parties of an individual and company. This kind of digital issue is highly effected on different
business organizations either retail or manufacturing and hospitality industry.
 In the retail sector, there are lots of data taking by retail companies while they are selling
the goods and services on online or digitally. In this context, the general data protection
regulations to aid retailers for understanding new legal framework in the UK for
protecting the personal information or data of consumers. For retailers, it is daily
responsibility for data protection must be gearing up to general data protection
regulations.
 In the manufacturing sector, companies are handling the large number of data which is
most difficult challenge (Richey and Klein, 2014). Any of firm which has workers,
suppliers and consumers in UK must comply with the regulations of data protection.
Manufacturing firms that ships or sells directly to consumer, employs staff in UK which
has suppliers and utilises personal and target market to UK prospects will need to comply
with General Data Protection Regulations.
 In the hospitality sector, this digital issue is highly effected on operations, because they
are operating everything on digitally and have lots of personal data or information of
consumers. Therefore, hospitality companies also follow General Data Protection
5

Regulations in which they are adopting different ways such as data responsibility,
accuracy in information, data portability and Right to be forgotten which grants
consumers the ability to easily have all of their data deleted for databased of hotels.
Impact of Cybersecurity:
Cyber security means to the body of technologies, procedures and activities designed to
protect the network, devices, programs and data from attack, damage and unauthorised access.
This cuber security is highly impact on the different organizations such as retail, manufacturing
and hospitality. Therefore, all of the organizations follow General Data Protection Regulation in
the cyber security for protecting the information or data of consumers specially in the hospitality
and retail industry (Moore, 2017). Both industries have lots of personal data or informations
about consumers, so that they are followed all regulations relating data protection, privacy and
security for protecting the data and informations of consumers. With the help of regulations,
companies are increasing their awarenesses about cyber security and data privacy, raising the
trust, confidence and brand put at risk and need vision for security and privacy. In context of
manufacturing industry, it is also necessary to follow the regulation for protecting the data and
privacy in the personal information of consumers with in the business.
Digital tactics and strategies used by organization to address the issues
Marks and Spencer is the leading multinational retailers which offers clothings, food
products and home appliances across the UK. Also, they are marketing the products and services
on digitally like social media ads (Hou and Li, 2014). Therefore, company is highly effected on
different digital issues such as cybercrime, data protection and privacy, cybersecurity and so on.
In order to that, company follow the different strategies and tactics for addressing these digital
issues which impact on their business and its growth. Such as:
Following GDPR: GDPR stands for General Data Protection Regulations for securing and
protecting the data of consumers within the M&S. It is the retail company which offer the
product and services on physical and online stores (Selwyn, 2014). Therefore, they are highly
influenced by cybercrime and cyberattack which directly effect on their operations management
digitally. Thus, they need to follow all regulations relating to data privacy, security and
safeguard of data or informations of consumers as well as company.
Increasing the awareness: It is necessary to identify and research about different crimes which
is happened in the digital platforms. In order to that, M&S needs to increase awareness about all
6

issues and risks such as cybercrime, data privacy and other info. If company is highly aware
about it, so that there is no challenge faced by them. Therefore, it is necessary to research and
getting all the updates about digital issues and trying to solving them (Hess and et.al., 2016).
This kind of tactic help to managing effective digital operations by M&S. In order to that,
company needs to ensure that safeguarding and securing the information about new products and
services designing of firm. If the information is leaked, so that company is faced challenges in
terms of competitors are theft their information and adopting in their business.
Update terms and conditions: It is necessary to update the terms and conditions as well as
privacy of the website by the M&S. With the help of it, company needs to protect, securing and
safeguarding the data and information about consumers as well as organizations. Through this
tactic, firm easily update their latest informations about the products and services on their
websites and any other social media networks. This strategy aid to company for managing their
digital operations. In order to that, M&S necessary to update the terms and conditions as well as
privacy of their website regularly.
Utilization trusted resources: It is needed to use trusted online resources through appropriate
researching and evaluating about them. In research, M&S needs to look review about them,
consulting the top management and director them they are selecting the appropriate online
resources and platforms which can help to effective management of digital operations (5
strategies for addressing cybercrime, 2019). After that, they are also necessary to maintain, build
and updating the online resources for protecting information and data of consumers and
company.
Collect security logo: It is needed to protect data and safeguarding of cybercrime, so that M&S
needs to collect security logos and selecting the appropriate one which help to detect the
cybercrime and attack (Kaufman, 2018). With the help of it, company easily protect the
informations or data about firm and their customers. This strategy can help to manage the digital
operation activities of M&S. This can aid to increase reputation and image of company in the
retail industry.
Future direction of digital issue
If the company will follow all strategies and tactics, so that they will never facing any
kind of issue relating to digitalization. These strategies will help to manage the digital operations
effectively of M&S. In order to that, there is particular regulation which is General Data
7

Protection Regulation, so that it will necessary to follow this act for securing, safeguarding and
protecting the any kind of confidential information and data about employees, consumers and
company. With this, any individual will never misuse any kind of information about the M&S.
Through this GDPR, company will not face any kind of challenges which is highly impact on
their image, reputation and productivity of business (Nylén and Holmström, 2015). If the
increasing the cyber crime in future time, so that company will not grow and develop which can
decrease and damage their reputation, image and performance of firm. This impact not only on
firm but also on overall industry either retail, manufacture or hospitality sector. Hospitality
sector will be highly effected, because they have lost of informations and data about company,
personal information of the consumers and employee's who have purchase their products and
services.
CONCLUSION AND RECOMMENDATIONS
This report has summarised that different contemporary digital issues such as
cyberbullying, cybercrime, data protection, privacy, cyber security in the current state which
directly impact on managing digital operations. It can be concluded that these issues occur the
challenges and opportunities which effects on digital operation management. Challenges
involves impact on sales, changing consumer behaviour, growth and success and time and
money of business. Opportunities involves improving digital operations, rethinking approaches
and so on. These chances help to growth, increasing productivity and reputation of company in
the retail industry. Furthermore, it can be concluded that digital issues effects on not only retail
industry and but also on hospitality and manufacturing business organization. These digital
issues impact in both positively and negatively on businesses.
Recommendations:
From the above, M&S should update the websites and social media accounts which is
beneficial for company to protect confidential data and security the information about the
consumers and company. Company should use the trusted online resources which also help to
securing the all the informations and data about consumers and firm. M&S should apply the
software for safeguarding and securing the confidential informations and data. If the firm should
not apply this, so that it damage their image, reputations and productivity of firm. This also
damage the performance and position of company in overall industry. If the M&S should not be
updating their term and conditions, so that they have to face the challenge and risk in relation to
8

manage the digital operations of business. In this context, retail, hospitality and manufacturing
companies should follow general data protection regulations, so that any kind of information is
not be leaked. If the confidential information is leaked, so that competitor theft these data and
applying in their process of company.
9

REFERENCES
Books and Journals
Hess, T. and et.al., 2016. Options for formulating a digital transformation strategy. MIS
Quarterly Executive.15(2).
Hou, H. T. and Li, M. C., 2014. Evaluating multiple aspects of a digital educational problem-
solving-based adventure game. Computers in Human Behavior. 30. pp.29-38.
Kane, G. C. and et.al., 2015. Strategy, not technology, drives digital transformation. MIT Sloan
Management Review and Deloitte University Press. 14. pp.1-25.
Kaufman, A. S., 2018. Contemporary intellectual assessment: Theories, tests, and issues.
Guilford Publications.
Kivunja, C., 2014. Do You Want Your Students to Be Job-Ready with 21st Century Skills?
Change Pedagogies: A Pedagogical Paradigm Shift from Vygotskyian Social
Constructivism to Critical Thinking, Problem Solving and Siemens' Digital
Connectivism. International Journal of Higher Education. 3(3). pp.81-91.
Moore, A., 2017. Intellectual property and information control: philosophic foundations and
contemporary issues. Routledge.
Nylén, D. and Holmström, J., 2015. Digital innovation strategy: A framework for diagnosing and
improving digital product and service innovation. Business Horizons. 58(1). pp.57-67.
Richey, R. C. and Klein, J. D., 2014. Design and development research: Methods, strategies, and
issues. Routledge.
Selwyn, N., 2014. Digital technology and the contemporary university: Degrees of digitization.
Routledge.
Wellington, J., 2015. Educational research: Contemporary issues and practical approaches.
Bloomsbury Publishing.
Online
5 strategies for addressing cybercrime. 2019. [ONLINE]. Available through. :
<https://gcn.com/articles/2017/01/11/strategies-addressing-cybercrime.aspx> .
10

11