Use of Advanced Digital Technology on Business Performance and Productivity

This research study aims to critically investigate the use of advanced digital technology on the performance and productivity of businesses, with a focus on Unilever Company. The study will explore the understanding of advanced digital technologies, their impact on business performance, challenges in integration, and recommendation strategies for successful implementation. The research will use qualitative research methods and thematic analysis for data collection and analysis.

Research Methods & Project
Hospitality Management Top Up

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Research Background..................................................................................................................1
Research aim and objectives.......................................................................................................1
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................3
TIMELINE.......................................................................................................................................4
REFERENCES................................................................................................................................7

TOPIC: “To critically investigate the use of advanced digital technology on the performance
and productivity of the business. A study on manufacturing industry.”
INTRODUCTION
Research Background
Digital technologies are considered to be as an electrical system and resources which helps
in generating and process various data sets (Why it’s important to embrace digital technology,
2018). Use of the advanced technologies such as machine learning, robotics, artificial
intelligence, etc. helps in carrying various measures which in turn leads to higher productivity for
the business. This study will highlight on investigating the use of advanced digital technology on
the performance and productivity of the business. Unilever is one of the leading British
manufacturing company which was founded in the year 1929. This company is headquartered in
London, England. The key products within which the Unilever deals is food, refreshments,
cleaning, personal and beauty care products.
Research aim and objectives
Research aim
“To critically investigate the use of advanced digital technology on the performance and
productivity of the business. A study on Unilever Company.”
Research Objectives
 To develop understanding on advanced digital technologies used in company.
 To determine how advanced digital technology on the performance and productivity of
the business.
 To critically examine the challenges to integrate advanced digital technologies within
company.
 To determine proper recommendation strategies to integrate advanced digital
technologies within organization.
Research Questions
 What do you understand by advanced digital technologies used in company?
 How advanced digital technology on the performance and productivity of the business?
 What are the challenges to integrate advanced digital technologies within company?
 What are proper recommendation strategies to integrate advanced digital technologies
within organization?
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Rationale
The key reason for carrying out the research study is because advanced digital technology
is considered to be a very wide topic which in turn in bridging the gaps of the knowledge deficit
associated with the subject matter. Another key reason for carrying out the study is because of
my academic and personal interest which will helps me in gaining wider set of insight on the
given research topic.
LITERATURE REVIEW
To develop understanding on advanced digital technologies used in company.
Beck and et.al., (2017) examined the fact that, Digital technologies are considered to be as
an electrical system which is useful in generating and processing various data sets. Use of the
advanced technologies such as machine learning, robotics, augmented reality, block chain,
artificial intelligence, virtual reality, cloud computing, internet of things, angular, intelligent
applications, etc. helps in carrying various measures which in turn leads to higher productivity
for the business. Subsequently, Westerman, and Bonnet, (2015) argued that, digital technologies
are considered to be as the heart of the organization which focuses on embracing the innovation
of the organization. Advanced digital technologies in turn are considered to very useful in
increasing the sales, profit and productivity of the organisation. It is useful in reducing expenses
increasing sales and automation of the work so that employees can focus on more productive
task.
To determine how advanced digital technology on the performance and productivity of the
business.
Kane and et.al., (2015) established is view points by stating that, digital technologies is very
useful improving the collaboration, communication, content management, maintaining social
relationships, improving the experience of the customers, accessing to the large range of
analytical data, etc. are considered to be very useful in attaining high degree of operational
performance and productivity. There are various successful business which focuses on
embracing various new digital technology within the organization in order to improve the
cohesion of the business and attain long term sustainable goals and objectives of the company.
Subsequently, Flyverbom, Deibert. and Matten, (2019) argued that, digital technologies tends to
focus on providing the real time information and also helps in providing the best possible
customer experience. In order to remain competitive within the market it is considered to be very
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crucial to embrace new set of advanced digital technology in order to drive the business forward.
Embracing with the right set of advanced digital technologies provides the opportunity to the
organization to grow and move forward. Moreover, advanced digital technologies in turn are
very prominent in eliminating the various risk which eventually results in higher productivity
and performance.
To critically examine the challenges to integrate advanced digital technologies within
company.
Westerman, and Bonnet, (2015) sought to determine the fact that, integration of the
advanced technology within the organization is challenging because it tends to involve high
degree of cost to the business. Extreme development procedure and inflexible technology in turn
is considered to be as one of the most challenging factor while integrating advanced digital
technologies within company. Subsequently, Flyverbom, Deibert. and Matten, (2019) argued
that, employees resisting to the change and lack of clear vision in turn is referred to as one of the
most challenging factor while integrating advanced digital technologies within organization.
Lack of the expertise to effectively lead the digitalization initiatives and also lack of
digitalization strategy in turn is referred to as the challenging task which largely influence the
company at the time of integration of new technologies.
RESEARCH METHODOLOGY
Research methods: It helps in gaining wider perspective which helps in bridging the gaps of
the knowledge deficit associated with the subject matter (Jensen, 2017). It is classified into
quantitative and qualitative research methods. The researcher of the study will select qualitative
research methods to gain theoretical perspective related with use of advanced digital technology
on the performance and productivity of the business.
Research approach: It is useful in understanding various patterns to resolve the problems
related with research. It is classified into inductive and deductive approach. Inductive approach
is useful in properly discovering and observing theories to generate set theories. The researcher
of the study will select inductive approach to develop understanding on advanced digital
technologies used in company.
Data collection: It is useful in collecting new set of information. It is classified into primary
and secondary source of data collection. Primary data through questionnaire can be collected
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which helps in gaining first hand new data (Litosseliti, 2018). Secondary data through books,
journals, articles, manuals, newspaper, etc. extract new knowledge from already collected data.
The researcher of the study will select primary and secondary source of data collection.
Sampling: This is very useful in selecting the right size of the sample from the extremely
large population. It is classified into probabilistic and non- probabilistic sampling methods. The
researcher of the study will select random probabilistic sampling methods where 20 managers of
the Unilever Company will be selected.
Data Analysis: This methodology is prominent to analyse the various sets of data which
has been collected (Johnson and Christensen, 2019). It is classified into SPSS analysis and
thematic analysis. Moreover, thematic analysis helps in understanding the various patterns and
variables of the themes. The researcher of the study will select thematic analysis to determine
proper recommendation strategies to integrate advanced digital technologies within organization
for better performance.
Ethical consideration: The research will be carried out by ethically carrying out the study
by citing all the information (Basias and Pollalis, 2018). The data will also be collected from the
reliable sources and all the private information will be kept confidential.
TIMELINE
Activity Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Identify
research
topic
Setting
aim and
objectives
for
research
Proposal
4

Introducti
on
Review of
Literature
Methodol
ogy
Collection
of data
Findings /
Results
Analysis
and
Discussio
ns
Conclusio
ns
5

Proof-
reading
and
Formattin
g
Submissio
n of
project
6

REFERENCES
Books and Journals
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business & technology:
Justifying a suitable research methodology. Review of Integrative Business and Economics
Research. 7. pp.91-105.
Beck, R and et.al., 2017. Blockchain technology in business and information systems research.
Flyverbom, M., Deibert, R. and Matten, D., 2019. The governance of digital technology, big
data, and the internet: new roles and responsibilities for business. Business &
Society, 58(1), pp.3-19.
Jensen, M.F., 2017. Reconciling Anti-essentialism and Quantitative Methodology. Kvinder, Køn
& Forskning, (1), pp.8-17.
Johnson, R.B. and Christensen, L., 2019. Educational research: Quantitative, qualitative, and
mixed approaches. SAGE Publications, Incorporated.
Kane, G.C and et.al., 2015. Strategy, not technology, drives digital transformation. MIT Sloan
Management Review and Deloitte University Press, 14(1-25).
Litosseliti, L. ed., 2018. Research methods in linguistics. Bloomsbury Publishing.
Westerman, G. and Bonnet, D., 2015. Revamping your business through digital
transformation. MIT Sloan Management Review, 56(3), p.10.
Online
Why it’s important to embrace digital technology. 2018. [ONLINE]. Available through<
https://www.unily.com/insights/blogs/why-it-s-important-to-embrace-digital-technology>
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