[DOCUMENT] Digitalization and Innovation Project

The assignment is a project logbook for Continental Consulting Limited, where the student is required to manage a successful business project by focusing on digitalization and innovation. The student will complete tasks, research, and evaluation, while identifying risks and issues. This project aims to develop essential skills for managing small business projects, including effective communication, removing barriers to digital transformation, and organizing training and development programs.

MANAGING
SUCCESSFUL BUSINESS
PROJECT

TABLE OF CONTENTS
INTRODUCTION AND BACKGROUND....................................................................................1
LO.1.................................................................................................................................................1
P.1. Aims and Objectives of Research........................................................................................1
P.2. Project Management plan....................................................................................................2
P.3. Gantt Chart and Work break down structure.......................................................................4
LO.2. ...............................................................................................................................................7
P.4. Small scale research by applying quantitative and qualitative methods..............................7
LO.3.................................................................................................................................................9
P.5. Analysis of research data.....................................................................................................9
P.6. Recommendation...............................................................................................................18
LO.4...............................................................................................................................................19
P.7. Reflection...........................................................................................................................19
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................21

INTRODUCTION AND BACKGROUND
In the era of rapid changing world, innovation in technologies are playing vital role.
Companies are giving tough competition in adopting as well as implementing digital technology
within organisational functions and operations (Impact of digital technology on small scale
companies, 2017). There is great impact of digital technology on the small scale companies. It
improves the procedure, products, services, structure, performance and technologies of business.
This also helps in creating new values and belief in the company. Digital-technologies includes
both traditional players and digital only brands that are transforming their commercial enterprise
with digitalisation. Technologies has crucial effect on the operations of small scale companies
(Ku, 2017). It has both tangible and intangible effect on companies’ operations. It also affects
efficiency, culture as well as relationship of company. It revolutionised the way the company
conduct their business. It has changes the structure and activities of small scale companies.
However, companies face many challenges with the rapid changes in technologies. In this
present research project, Continental Consulting Limited company will be taken for assessment.
It is a Business and Research consultancy firm. The CEO of company is Mario Bindas. This
company is also greatly affected by digital-technologies.
This company was set up 8 years ago and it is one of the famous company at that time but
with the passage of time and rapid increased innovations in the industry of Information
Technology made eight years old tools, techniques obsolete. After some time, they found that
they need changes in the use of their technologies. They make efforts in upgrading their
technologies and bring development and growth in processes and structure of company
(Westerman, G., Bonnet and McAfee, 2014). Digital technologies help Continental Consulting
Limited company the way they perform in effective manner. This research study will analyse the
impact of digital technology on the functions and operations of company by conducting various
types of research study.
LO.1.
P.1. Aims and Objectives of Research.
Aim - “To identify the impact of digital technology on growth and innovation within small
business – A study on Continental consulting limited”
Objectives
 To understand the concept or meaning of digitalisation.
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 To understand the impact of digital technology on Continental Consulting Limited
company.
 To determine the impact of customer relationship management on business. To determine the effect of digitalisation on growth as well as innovation of small and
medium scale enterprises.
Research Questions
1. What is the meaning and concept of digitalisation?
2. What is the impact of digital technology on Continental Consulting Limited
company?
3. What is the impact of customer relationship management on business?
4. What is the effect of digitalisation on growth as well as innovation of small and
medium scale enterprises?
P.2. Project Management plan.
The plan for Project management consists of each and every detailed information which
is essential for explaining the entire studies and factors that help in improving external and
internal working environment at work place. A project management plan can be referred to a
strategy that is related to the activities and functions of management which is implemented in
order to achieve goals and objectives of research. It is also very essential that cost of research
should not exceed above the budget. The plan for implementing CRM in the company are as
follows-
Cost- Cost is one of the most important factor that researcher has to considered in any
manner as cost is the factor that cannot be ignored (Kenney and Zysman, 2016). In project
management plan each and every activity is performed within cost and expenses required by
company. In order to achieve aims and objectives of research, researcher should effectively
distribute the cost. The cost incurred in conducting this research is £85.
Identify the problems- Problems are the barriers that affect plans or strategy formulated
by project management team. In order to achieve the aims and objectives of research study, it is
very important that researcher should identify the issues and problems that occurs in conducting
research. Lack of skills of employee's, lack of fund and many other issues can arise. The cost
incurred while conducting the research is £155.
2

Risk- Risk is another most important factor that researcher has to considered. In project
management plan, there is high risk present in conducting investigation (Oldham and Da Silva,
2015). Thus, scholar has to identify the types of risk involved in research study. By identifying
risk in an effective way, the negative factor is avoided to the large extend. In conducting
research, there are various types of risk involved such as duplication of data, lack of response
and over utilization of resources and many other risk.
Project Schedule- This is also one of the most essential stage in project management. It
is the duty of researcher that there should be proper schedule for conducting a project. By
developing schedule all the activities meet the outcomes in expected way (Westerman, Bonnet
and McAfee, 2014). Apart from this, effective schedule help researcher in fully utilization of
resources.
Quality- Quality is the essence of the project management plan. The quality of all the
project are depended on all the factors that were discussed above. A good quality means there
should be no mistakes, errors in implementation of plans and strategy in company. Top quality
functions and plans can develop and grow performance or output which can be useful in context
of growth of a firm or business.
Communication- It is important to communicate information that are related to the
project among employees of organisation, so that they adapt new techniques or methods of
working. Effective Communication build coordination and cooperation (Kane, 2015).
3

P.3. Gantt Chart and Work break down structure.
Illustration 1: Break Down Structure
The above illustration demonstrated the break-down structure of Continental Consulting
Company's activities and function. A work break-down structure is approach to distribute all the
activities that are included in the project. It is a systematic framing of all the task so that mistakes
and errors can be eliminated. Work break-down structure describes several factors and resources
that are utilized to reach the aims and objectives of project plan. Planning, implementation and
recommendation of current project are included in structures.
Gantt Chart
4

5

6
Illustration 2: Gantt Chart
Illustration 3: Networking plan

A Gantt chart represent the activities that aids in accomplishing aims and objectives of a
project according to the current market position and situation. This research work will help in
determining activities and their presentation which may assist in executing aims and objectives
on a specific deadline.
LO.2.
P.4. Small scale research by applying quantitative and qualitative methods.
Research methodology is the specific techniques or process that is used to identify, select
and analyse information about the topic. There are several types of methods that are used to
achieve aims and objectives of the research. These methods help researcher to analyse the study
of research i.e. Qualitative and Quantitative. There are several research methodologies that are
designed for improving the results of the investigations. In order to determine specific methods
or to identify problems of research and issues with regard to the topic or subject, this is the best
tool used by researcher (Quinlan and et.al., 2019). Addition to this, it also helps in identifying
several ways that helps in collection of data. In this present study, investigator has used mix
approach for assembling, gathering of data which are qualitative and quantitative.
Research Philosophy- The theory of philosophy assist in developing most effective
design that can be applied within a research study to execute the aims and objectives of
examination as well as collection and analysis of data in most effective way. It generally deals
with nature, source and evolution of knowledge. There are different types of research
philosophies that are used by the investigator for conducting the research these are positivism,
interpretivism, realism and interpretivism (Research Methodologies, 2017). In this research
study, researcher has used Positivism research philosophy. It is an approach that helps to furnish
useful consideration for reliability of investigation. It is a view of social phenomenon.
Research Approach- Research approach is a plan and process that consist of broad
assumptions to detailed methods of data collection, analysis and interpretation. This plan
involves several decisions that are very important while conducting research. There are some
different methods that researcher can use like explorative, predictive, descriptive and
explanatory. In this present research study, investigator has used exploratory method of approach
(Takhar-Lail and Ghorbani, 2015). This type of research theory helps to ascertain the best design
of investigation, methods and techniques in collection of data as well as in selecting the subject
of research. This theory is also used when the research conducted for issues earlier is not clearly
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understand. Thus, exploratory approach will improve the final outcomes of research in most
effective manner.
Research Strategies- The strategies of research is a step by step plan of action that gives
direction to researcher efforts and thoughts. Effective strategies help investigator to conduct
research in a systematic manner as well as it also provides a schedule to produce a quality of
outcomes. There are two types of strategies these are qualitative and quantitative methods.
Sometimes researcher used only one strategy or sometimes combination of both strategies are
used. In this present research study, researcher had analysed the attitude or behaviour of
employees of Continental Consultancy Limited company in respect to the use and impact of
digital technology within organisation operations and functions. Questionnaire had been used by
formulated by managers working in Continental Consulting Limited Company (O'Brien and
Saldanha, 2014). Thus, both quantitative and qualitative strategies are used in this investigation.
Data Collection- Data Collection is the process of collecting and measuring of
information on variable of interest in a systematic manner. There are various relevant sources for
data collection that assist in finding answers to the problem of research, test of hypothesis and
measure the results. It is very important for the researcher that the information that is to be
collected should be identified, sources of data and the methods that has used for assembling of
data. There are two methods of collecting data these are primary and secondary data. These are
both the sources. Data which is collected by the researcher own self and which is first hand as
well as it is original in nature is called as primary data. While data which is collected by other
person and passes through statistical analysis is known as secondary data. Secondary data is
second hand data and it is less expensive (McConville, 2017). Primary data is more reliable than
data collected from secondary sources. In this present research, researcher has used both
methods questionnaire and interview for collection of data from both the sources. In this present
researcher, investigator has collected data from both the sources.
Sampling- It is a process that refers to the group of respondents who participate in
interview or survey that is conducted by the researcher for collection of data related to the
subject or topic of the investigation study. In general terms, it is the procedure of selecting units.
There are two types of sampling these are probability and non-probabilistic sampling. In present
research study, researcher has used non-probabilistic methods of sampling. Scholar has prepared
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questionnaire and conducted research by selecting 15 managers of Continental Consultancy
Limited Company (McNely, Spinuzzi and Teston, 2015).
Ethical Consideration- Consideration of ethics are very critical in research. There are the
norms and standards for conducting information that differentiate between what is right and
wrong. There is some ethical consideration during conducting research are as follows and in this
present research, scholar has considered all these norms and standards (Christ, 2017).
 Data which is collected should be informed consent.
 Participation should not be forceful; it should be voluntary.
 It should not harm anyone.
 The information gathered from the participants should be kept confidential.
 Researcher can assess only relevant factors that are related to the research.
LO.3
P.5. Analysis of research data.
Questionnaire
Company: Continental Consultancy Limited
Respondents: Managers
Name:
Age:
Gender:
1.What is your age group?
 25-35
 35-45
 45 above
2.Do you agree that your activities in your organisation is influenced by the use of digital
technology?
 Yes
 No
 Not Sure
3.Do you think digitalisation is best for your company?
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 Yes
 No
 Not Sure
4.State the area where your company is benefiting large?
 Marketing Department
 Human Resource Department
 Sales Department
 Operational Department
5.Do you think the customers of your organisation is satisfied with the use of digital
technology?
 Agree
 Disagree
 May be
6.Do you think the digital technology has great impact on sales and profit of your company?
 Yes
 No
 Not Sure
7.What is your opinion about company's share will increase with the use of digital technology
within functions and operations of company?
 Agree
 Disagree
 May be
8.Among the following what is mostly benefited with the use of digital technologies?
 Profit will increase
 Sales will increase
 Customer relationship will be enhanced
 Company will be developing and grow more
9.Do you think your company can become one of the leading company in UK if they focus on
innovations and digitalisation?
 Agree
 Disagree
10

 May Be
10.Recommend some techniques to your organisation for implementation of digitalization in
effective way.
 Organize training and development programmes
 Effective communication
 Remove barriers to digital transformation
 All the above
Theme 1: Maximum age of employees are between the age group 35 – 45 years.
Age group No. Of respondents
25-35 4
35-45 7
45 above 4
Interpretation- The above analysis was performed to determine the age group of people
working in Continental Consultancy Limited Company. There are 4 managers in the organisation
who falls under the age 35-45 years. 4 Respondents said that they fall under the age group of 25-
35. On the other hand, 4 leaders said that 45 are above the age of 45.
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25-35
35-45
45 above

Theme 2: Activities in your organisation is influenced by the use of digital technology.
Do you agree that your activities in your
organisation is influenced by the use of
digital technology?
No. Of respondents
Yes 8
No 5
Not Sure 2
Interpretation- The above analysis was conducted to identify the activities that are influenced
by the use of digital technology in Continental Consultancy Limited Company. 8 managers are
agreed with the statement 5 managers are not agreed with the question, as they said digitalisation
does not affect any activities of the company. Apart from that, 2 respondents are not sure about
their answer. They are confused.
Theme 3: Digitalisation is best for your company.
Do you think digitalisation is best for your
company?
No. Of respondents
Yes 9
No 4
12
Yes No Not Sure
0
1
2
3
4
5
6
7
8
No. Of respondents

Not Sure 3
Interpretation- The above analysis was performed to identify the perception or opinion of
employees about digitalisation that are working in the company. It was identified that 9
managers of organisation are agreed that digitalisation is the best tool of company. 4 leaders said
that digitalisation is not best for company. Apart from this, 3 respondents are not sure about their
answer.
Theme 4: Most of the area there where company is benefiting large.
Do you think digitalisation is best for your
company?
No. Of respondents
Marketing Department 5
Human Resource Department 4
Sales Department 3
Operational Department 3
13
Yes
No
Not Sure

Interpretation- The above analysis was conducted to identify the areas of business that are
greatly benefited with the use of digitalisation in Continental Consultancy Limited Company.
Marketing department is on the top that is getting extra benefits from the company as said by 5
managers. 4 respondents said that human resource's department is also developing with the use
of computerized technologies. On the other hand, sales and operational departments are also
growing large by digitalisation, said by 3 managers.
Theme 5: Customers of your organisation is satisfied with the use of digital technology.
Do you think the customers of your
organisation is satisfied with the use of digital
technology?
No. Of respondents
Agree 7
Disagree 5
May be 3
14
Marketing Department
Human Resource Department
Sales Department
Operational Department
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
No. Of respondents

Interpretation- The above analysis performed by researcher to identify the customer satisfaction
by the use of digital technology in Continental Consultancy Company. It was identified that 7
managers said that consumers of organisation are fully satisfied and happy with the usage of
respondents said that customers are not satisfied with use of digital technologies. On the other
hand, 3 managers have no specific answer, they are neutral.
Theme 6: Sales and profit of your company is increasing after the use of digital technology.
Do you think the digital technology has great
impact on sales and profit of your company?
No. Of respondents
Yes 10
No 3
Not Sure 2
15
Agree Disagree May be
0
1
2
3
4
5
6
7
No. Of respondents

Interpretation- The above analysis conducted by researcher said digital technology has great
impact on the sales and profit of company. 10 managers among 15 are highly agreed as they said
that profit and sales of their organisation is increasing after the usage of advanced technology.
Apart from this, 3 respondents are not sure about their answer as they are confused.
Theme 7: Company's share will increase with the use of digital technology within functions
and operations of company.
What is your opinion of company's share will
increase with the use of digital technology
within functions and operations of company?
No. Of respondents
Agree 9
Disagree 2
May be 4
16
Yes
No
Not Sure

Interpretation- The above analysis conducted by investigator to identify company's share will
increase with the use of digital technologies within functions and operations of Continental
Consultancy Limited Company. 9 managers are agreed that market share of organisation is
increased with the usage of digital technology. 4 leaders are neutral.
Theme 8: Organize training and development programmes is the best techniques for
organisation to implement of digitalization in effective way.
Recommend some techniques to your
organisation for implementation of
digitalization in effective way.
No. Of respondents
Organize training and development
programmes
7
Effective communication 2
Remove barriers to digital transformation 3
All the above 3
17
Agree Disagree May be
0
1
2
3
4
5
6
7
8
9
No. Of respondents

Interpretation- The above analysis performed by researcher to recommend some techniques for
organisation for implementation of digital technology in effective way. 8 manager recommend
that company should organize training and development programmes for employees to increase
the knowledge and skills. 2 manager suggest that in order to implement digital technology in
effective way company should focus on effective communication. On the other hand, 3
respondents said that company should first remove the barriers to digital transformation before
implementation of computerized technologies. Last and the least, 3 managers are recommended
all above techniques should be followed by organisation.
P.6. Recommendation.
The above research study determined so many approaches, strategies and factors
connected with customer relationship management as well as digital technology. As we all know,
Continental Consultancy limited company had gone through heavy loss as they are not aware of
increased innovations and digitalisation (Customer Relationship Model, 2017). Thus, it is very
essential for company to implement digital technologies within its functions and operations so
that organisation can come up in the market. Researcher identified that Continental Consultancy
company should make innovation and up gradations in their tool, equipment and their system
processes. Investigator also determined that company should consider the model of CRM which
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0
2
4
6
No. Of respondents

is the best model of Customer relation management (Ku, 2017). On the other hand, researcher
also find out that company should also provide training to employees to enhance their skills and
knowledge. Company should hire experts to give training before implementing digital
technology within organisation. Organizing training for employees, removes the barriers of
resistance. Furthermore, Company should focus on effective channels of communication so that
there will no transmission gap in between employees and top authority. It can only be done by
conducting regular meeting so that issues can be come up and it can be solved Organisation
should also make effective as well as flexible policies and procedures that help employee's in
accepting changes within organisation. On the other hand, it was also identified by the researcher
that company should hire youth in the company as because in the organisation employees are of
35-45 years old (Sundararajan, 2014).
LO.4
P.7. Reflection.
By conducting the above research study, I have gained practical experience by
participating in this research study. I collected various types of data as well as detailed
information regarding to the subject or topic which is the impact of digital technology on growth
and innovations of small business. In assembling and collecting data there are broad range of
sources available while conducting investigation. Sometimes, I found very difficult in
assembling data from various sources as in primary collection, less response is the major
problem that I was facing. Apart from that, in secondary collection of data, I find difficult in
reading so many books and journal, researching of internet but still it was amazing experience
for me (Vigdor, Ladd and Martinez, 2014). I also formulated questionnaire to collect information
from the managers of Continental Consultancy Limited. Beside this, I also understand the
significance of Customer relationship management model in small and medium scale company.
My skills and knowledge is also improved by formulating Break down structure and Gantt Chart.
CONCLUSION
The above research study summarized that innovation in technologies are playing vital
role. Companies are giving tough competition in adopting as well as implementing digital
technology within organisational functions and operations. It is also proved from the above
investigation that if company ignore the use of digital technology than it will not able to survive
in this competitive world. Furthermore, it was also summing-up that resources are also very
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important for companies in implementing digital technology. Apart from that, analysis of
customer relationship model was also understood in this study as company can increase its sales
and profit with use of this model. Researcher also used various types of methodologies that also
help to increase the knowledge.
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REFERENCES
Books and Journals
Christ, T.W., 2017. Mixed Methods and Action Research: Methodologies for Special Education
(In Press).
John Walker, S., 2014. Big data: A revolution that will transform how we live, work, and think.
Kane, G.C., Palmer, D., Phillips, A.N. and Kiron, D., 2015. Is your business ready for a digital
future?. MIT Sloan management review, 56(4), p.37.
Kenney, M. and Zysman, J., 2016. The rise of the platform economy. Issues in Science and
Technology, 32(3), p.61.
Ku, R.S.R., 2017. The creative destruction of copyright: Napster and the new economics of
digital technology. In Copyright Law (pp. 207-268). Routledge.
McConville, M. ed., 2017. Research methods for law. Edinburgh University Press.
McNely, B., Spinuzzi, C. and Teston, C., 2015. Contemporary research methodologies in
technical communication. Technical Communication Quarterly, 24(1), pp.1-13.
O'Brien, S. and Saldanha, G., 2014. Research methodologies in translation studies. Routledge.
Oldham, G.R. and Da Silva, N., 2015. The impact of digital technology on the generation and
implementation of creative ideas in the workplace. Computers in Human Behavior, 42,
pp.5-11.
Quinlan, C and et.al., 2019. Business research methods. South Western Cengage.
Sundararajan, A., 2014. Peer-to-peer businesses and the sharing (collaborative) economy:
Overview, economic effects and regulatory issues. Written testimony for the hearing titled
The Power of Connection: Peer to Peer Businesses.
Takhar-Lail, A. and Ghorbani, A., 2015. Market Research Methodologies: Multi-Method and
Qualitative.
Vigdor, J.L., Ladd, H.F. and Martinez, E., 2014. Scaling the digital divide: Home computer
technology and student achievement. Economic Inquiry, 52(3), pp.1103-1119.
Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into
business transformation. Harvard Business Press.
Online
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Customer Relationship Model, 2017. [Online]. Accessed through:
<http://blog.wikimemoires.com/2011/06/the-customer-relationship-management-
frameworksmodels/>.
Research Methodologies, 2017. [Online]. Accessed through:
<http://www.open.edu/openlearn/money-management/understanding-different-research-
perspectives/content-section-8>.
Impact of digital technology on small scale companies, 2017. [Online]. Accessed through:
<https://gomodus.com/eight-ways-technology-changing-business/>.
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APPENDIX
Questionnaire
Company: Continental Consultancy Limited
Respondents: Managers
Name:
Age:
Gender:
1.What is your age group?
 25-35
 35-45
 45 above
2.Do you agree that your activities in your organisation is influenced by the use of digital
technology?
 Yes
 No
 Not Sure
3.Do you think digitalisation is best for your company?
 Yes
 No
 Not Sure
4.State the area where your company is benefiting large?
 Marketing Department
 Human Resource Department
 Sales Department
 Operational Department
5.Do you think the customers of your organisation is satisfied with the use of digital
technology?
 Agree
 Disagree
23

 May be
6.Do you think the digital technology has great impact on sales and profit of your company?
 Yes
 No
 Not Sure
7.What is your opinion of company's share will increase with the use of digital technology
within functions and operations of company?
 Agree
 Disagree
 May be
8.Among the following what is mostly benefited with the use of digital technologies?
 Profit will increase
 Sales will increase
 Customer relationship will be enhanced
 Company will be developing and grow more
9.Do you think your company can become one of the leading company in UK if they focus on
innovations and digitalisation?
 Agree
 Disagree
 May Be
10.Recommend some techniques to your organisation for implementation of digitalization in
effective way.
 Organize training and development programmes
 Effective communication
 Remove barriers to digital transformation
 All the above
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Project Logbook for the chosen organisation:
Continental consulting limited
Name of the learner: Name of the Supervisor:
Project Title: Managing successful business Date:
Update of weekly research/ tasks achieved
(Account for a minimum of six weeks with dates)
 What have you completed?
 Did you fulfil Task requirements?
 Are you on track and within deadlines
set?
 Did you need to make any changes to
your project management plan?
Comments
A project on Managing Small Business
Project
Yes
Yes.
No.
Any risks and / or issues identified?
 Did you identify risks/issues with a lack
of skills required for undertaking research
tasks?
Issue in research tools ans sources.
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 Did you identify any additional
risks/issues that have an impact on the
project management plan?
Lack of technology.
Problems encountered
2. What barriers did you face?
3. How did you overcome them?
Lack of digital tools and technology.
I used the existing technology for the
research effectively.
New Ideas and change of project direction
In project management plan is used
most important top focus on tools and
techniques in work place. Tools and
techniques is increase the level of
performance and maintained the
growth rate in market. I focus on the
project evaluation and review
techniques in work place.
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