Benefits of Technology and Innovation in Business Operations: A Study of Unilever

This study explores the advantages of technology and innovation in business operations through a case study of Unilever. It examines the challenges faced by Unilever while implementing innovation and technology in their workplace. The study also discusses the basic understanding of innovation and technology in the context of business. The research methodology includes a quantitative approach with a sample size of 30 employees of Unilever. The literature review highlights the importance of innovation and technology in business operations. The study concludes with recommendations for Unilever to overcome the challenges and leverage the benefits of technology and innovation.

The benefits of technology and innovation
in management of business operations
“A study of Unilever”

Table of Contents
INTRODUCTION..........................................................................................................................4
Research Title:............................................................................................................................4
Research questions:.....................................................................................................................6
Research aim and objectives:......................................................................................................6
Research Methodology:.................................................................................................................8
Timescale:...................................................................................................................................9
Resources:.................................................................................................................................10
Literature review.........................................................................................................................11
To develop basic understanding regarding the innovation and technology in context of
business.....................................................................................................................................11
To determine the advantages of innovation and technology at workplace of Unilever............11
To ascertain the challenges that would be faced by Unilever while implementing the
innovation and technology in Unilever.....................................................................................12
Discussion......................................................................................................................................14
Findings and Analysis....................................................................................................................15
Evaluation of findings....................................................................................................................27
Theme 1: Basic knowledge about innovation and technology in context of an organisation...27
Theme 2: Significance of technology in enhancement of productivity of Unilever.................28
Conclusions and Recommendations..............................................................................................30
Reflection.......................................................................................................................................32
REFERENCES.............................................................................................................................33
Appendix.......................................................................................................................................36

INTRODUCTION
Business management related to those activities done by mangers and other employees of
the organisation to achieve the goals of the organisation. These activities includes best utilisation
of resources, prepare effective strategies. It involves strategy related to production. Supply,
marketing, advertisement, promotion and distribution of products and services. The effectiveness
of business management is depend on managers, they should have systematic and professional
knowledge about business and managerial responsibilities. Managers of business organisation
must incudes the skills and traits of a good manager. Unilever plc is an British multinational
company deals in products related to home care, personal care. Beauty products and grocery. The
headquarter of Unilever plc is located in London, England..
Research Title:
To identify the benefits of technology and innovation in management of business
operations. A study on Unilever.
Background to research topic\
Innovation and technology plays a vital role in the success of business management. Innovation
related to make changes in the existing product. It is not possible for business organisation to
introduce new products in short span of time but the needs and preference of customer becomes
dynamic in present scenario so companies innovate their existing products with different features
to satisfy dynamic needs. Innovation helps business management to perform their activities
effectively and efficiently. Management needs innovation in many activities. In advertisement
innovation provides attractive methods to management to advertise product. Innovative
advertisement techniques helps to attracts the customers rapidly because customer always
recognise unique advertisement. Innovation helps business management to gain competitive
advantage in industry. Every organisation in provides similar products but with the help of
innovation management provide unique product and gain customer loyalty which helps them to
take competitive advantage. Innovation needs new and advance ideas which enables the
company to provide something new in market which differentiate the business from competitors.
There are many methods which company can use to improve the performance of management .
Research and development department plays an important role towards the innovation and
4

technology in organisation. This department develops new technologies which helps company to
perform their business activities efficiently. Creation of new products and innovation in existing
products are also done in research and development department. All data collected from the
market include dynamic need of consumer, taste and preference transferred to research and
development department and after analyse this data, department develops the product as per data
collected. Use of modern technology allow the business to enter in new markets so that base of
customer can increase
Use of modern technology opens many opportunity for the business. It allows business to expand
in new markets of the world, because technology makes distribution channel, communication
and transportation of goods and services easy. This expansion increases the number of customer.
Innovation allows company to increase productivity by a way of modern technology, best
allocation of resources. Technology helps to develops effective network of communication
which enables the company to operate their business operations in all over the world. It improves
the banking facilities of the company because nowadays digital payment system is most popular
in payment. Technology allows to make digital payment easy and effectively. Time saving
advantage of modern technology is most important feature for business it allows the business
organisation to focus on other activities.
Introduction of company - Unilever Plc is a UK based multinational organisation which is
providing consumer good to their customers. It was established by William Lever in the year
1929 in UK. It is providing food product, home care products, personal care and health care
products to their customers .(Cole, Stevenson, Aitken, 2019). It is working with improving lives
of consumer and communities around different parts of world. This organisation is among fourth
largest company in term of their sales in worldwide (Unilever - Statistics & Facts, 2021). It is
promoting innovation in their organisation which helps them to get growth and success in
market. Most promising brand provided by company in market includes Dove, Knorr, Lipton,
Axe.
Background to research organisation
Unilever plc is British multinational company. This company is based on consumer goods. It
operates in more than 150 countries and offer huge varieties of consumer product. The
5

management is always on growth. Unilever owns more than 400 products which incudes any
types of products satisfy the needs of different section of society. It deals in toothpaste,
detergent, bottled water, beauty products.. the biggest producer of soaps in the world is Unilever
it provides soaps in different brands having different features satisfy the consumer needs.
Introduction of company – Unilever plc is a UK basesd multinational company provides
consumer goods in the market. William Lever established this company in 1929. The ideology
behind this company is consumer satisfaction and increase the standard of living by their
innovative and useful product. Unilever plc is the fourth largest company in the world in term of
revenue. This shows the level of customer loyalty towards company.
Research questions:
 How to develop basic understanding regarding the innovation and technology in context
of business.
 How to determine the advantages of using technology and innovation at workplace
of Unilever?
 What are the challenges that would be faced by Unilever while implementing innovation
and technology at workplace?
Research aim and objectives:
Aim:
“To identify the benefits of technology and innovation in management of business
operations. A study on Unilever”
Objectives:
 To develop basic understanding regarding the innovation and technology in context of
business.
 To determine the advantages of using technology and innovation at workplace
of Unilever.
6

 To ascertain the challenges that would be faced by Unilever while implementing
innovation and technology at workplace.
7

Research Methodology:
Research methodology: - Research methodology refers to those technique of research
under which the information related to any particular topic can identify, process and analyse. The
reason behind conduct on any topic is to solve the problem of various investigator of research.
Research methodology can be called effective if it provides information to the user in very
effective manner. Unilever conducts research in organisation and use research onion which is
given below.
Research philosophies: - Research philosophies related to the development of research
assumptions, information and nature. Research philosophies. This philosophy helps the user to
gather and analyse the information about the particular research. Under the various business
studies these philosophies are divided in four parts such as Pragmatism, Positivism, Realism and
Interpretivism.
Research approach: - Research approach related to those approach which includes further
assumption to detailed method of data collection analysis and interpretation. It helps the users to
obtained systematic knowledge about the research. Research approach is divided in three
categories Quantitative, Qualitative and mixed.
Choices of method: - In this research, researcher uses quantitative method of research approach
to increase clarity in project.
8

Data collection and analysis: Questionnaire is used for completing this research. This
has helped to interpret the data properly through the use of pie chart.
Sample size: The sample size is 30 and respondents are employees of Unilever.
Analysis of data: The secondary data is analyzed through literature review and primary data is
evaluated through statistical analysis.
Timescale:
9

Resources:
Resources related to the work material used by the researcher in their task. Resources is very
important for any research because it is the base for any information provided in resource. Proper
utilisation of utilisation of resources makes the research effective for users. Researcher uses
many types of resources such as physical, technological financial and human resources. Unilever
also uses many resources for the development and growth in market
10

Literature review
To develop basic understanding regarding the innovation and technology in context of business
According to the views of Helo, Hao (2019), Innovation plays an important role in the
survival of the business. As the world is changing rapidly and preference of the consumer
becomes dynamic, consumer demands different and new products continuously, so it is not
possible for the business organisations to produce new products. Organisations adopt the
innovation in their product, it simply develops their existing product with some new features and
different marketing strategy (Hassani, Silva, Kaabi, 2017). This innovation technique makes the
customer loyal towards company's brand also restricts the customers to switch on another
product.
There is a cut throat competition in every market, every product has a lots of substitutes which
makes harder for company to increase profit margins, so company uses modern technology for
the production of goods and services which reduces the cost of production and increases the
profit margins (Hughes, and et.al., 2019). Technology helps the organisation to gain competitive
advantage in market. Use of modern technology enables customer attraction towards the
business. Technology enables the enables the effective communication in business organisation.
Technology helps the business organisation to run their processes effectively.
To determine the advantages of innovation and technology at workplace of Unilever
As per the views of Ismail, Khater, Zaki (2017), innovation become the major strength for
Unilever plc, Unilever analyses the dynamic behaviour of consumer from the market and adopt
the innovation policy. It deals in food and beauty products related products, consumer uses
beauty products is very dynamic so to fulfil the needs of these consumers Unilever introduces
new products continuously. Innovation enables the Unilever to achieve the dominating position
in the market and also advantage on their competitors. Unilever introduces delivery innovation,
under this Unilever conducts the home delivery of their products, this innovation makes great
role because in COVID pandemic times, consumer prefer online purchase of product instead of
purchase from brand store contains a huge crowd. Unilever makes innovation in their business
processes. Unilever sells different types of products like beauty products, health products, home
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care and groceries products, which contains lots of inventory requires proper inventory
management new technologies provides a different software for inventory management. The cost
of the products increases due to wastage because use of traditional production technologies, use
of modern production technologies decreases wastage of raw material and increases the profit
margins. Use of modern technology enables the Unilever increases the innovative abilities.
Modern technology changes the process of human research department in Unilever, in this
technology company advertise the vacant vacancy on their online portal and candidates simply
upload their resume to online portal and if human resource manager thinks the candidate suitable
so arrange interview online (Keiningham, and et.al., 2020). This technology enables the Unilever
to find talent from all over the world.
As the Unilever is multinational company operates in more than 150 countries requires a
coordination between them, so Unilever uses well developed technology to establish
coordination between them. Company uses modern technology for the process of production to
gain the competitive advantage from the market. New technologies help the Unilever to gain the
speciality in marketing. New technology helps the Unilever for the waste management, under
this project, Unilever uses the modern technology and recycles sachet which the end consumer
thrown after use of product. Unilever implement the cloud services in the organisations which
secures the companies information (Kwak, Seo, Mason, 2018). Unilever has operated in more
than 150 countries they have huge consumer base and data so cloud service provides large
storage for customer data.
To ascertain the challenges that would be faced by Unilever while implementing the innovation
and technology in Unilever
It is analysed from the views of (Li and et.al., 2020), Demotivated employees are the
biggest challenge faced by Unilever plc in adopting innovation in business. Demotivated
employees always resist the changes in organisation. Selection of suitable innovation policy
makes challenge for the managers, Unilever has to make strong connections with the customers
so that company analyses the unfulfilled needs of the consumer and innovate their product
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according to them. Innovation also make negative image of product in consumer mind if
innovated product does not satisfy their need.
The general problem faced by Unilever to acquire new technologies is fund problems because
modern technologies require huge spending of funds . (Lai, Sun, Ren, 2018). Shifting the
preferences of the employees towards the new technologies. Sometimes, uses of new
technologies make some employees unemployed so there may be a chance of protest against the
company by labour groups. New technologies contain the high risk data fraud the recent example
of data fraud is seen was seen in Facebook where the personal data of the users has been leaked
and creates many legal problems for Facebook. It also includes the closure of street vendor as
use of online shopping, as the Unilever sells the groceries online the business of many small
shop owner and street vendors has been closed. Uses of modern technology makes the Unilever
much dependant on technology if sever down for some time all the activities of business
organisation and sometimes the business operations collapse due to system failure (Liao, Hu, and
Ding, 2017). Uses of new technologies in accounts department of Unilever reduces the talent of
employees they simply access the financial data on system and system prepares all the statements
which reduces the professional tactics of employees.
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Discussion
From the viewpoint of different authors, this is concluded that innovation and technology helps
in enhancing business opportunities. New technology is having huge impact upon market
dynamics. Advancement in technology has given rise in expansion of organisations to new
market. Artificial intelligence is a new technology area that helps companies to enter new
market. This also enhances different areas of operations like value chain, supply chain, etc. This
is beneficial for companies to continuously identify and rule hypothesis at a quick pace (Lim,
Zheng, and Chen, 2020). It is seen that modern businesses succeed and grow in today’s corporate
climate for several reasons. Some of these are known for products, services or defined elements
like campaigns or brand loyalty. Innovation is the most important factor that a company can
adopt for enhancing the market performance. There are lot of MNC’s which are looking for
innovation in order to sustain in market for longer period and provide the best product or service
to customers. The innovative leaders consist of relatively new organisations that have to change
their processing at the core of industries for disrupting status. Innovation is known as process
which can be used for undertaking and conceptualising brand new process, products, ideas and
approach for existing products and ideas .(Lin, Shyu, and Ding, 2017). In business scenario, it is
seen that there are different types of innovation which a company can pursue. These are
associated with directly with individual products, internal process and business models. There
are few organisations which can embrace efforts for enhancing innovation. If any company
wants to grow its business, innovation is the best factor to work upon. Innovation is associated
with something which is different from others and helps to attract more number of customers.
For driving business growth, there is need for staying relevant at the changing time. This helps to
gain experience while working on challenging, exciting as well as innovative projects (Morioka,
and et.al., 2017). Everybody is aware about the consequence if company is not innovative. There
are several industry leaders which are successful if market and main reason for this is continuous
innovation. The successful businesses have to require innovation for keeping and evolving
demand for staying relevant. Innovation is something that is necessary for the company and this
has to be effectively adopted by company using implementation of new ideas, launching new
products, updating current products, streamlining processes and solving an existing business pain
point.
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Findings and Analysis
This is part of research which is known as process that is sued for evaluation and analysis of
data. In the following research, investigator is using qualitative and quantitative research. The
quantitative data is collected through questionnaire .(Morkunas, and et.al., 2019). Investigator is
using frequency distribution analysis for interpretation of data. It is known as an important
technique used by the researcher for data evaluation .(Mustafa, and Yaakub, 2018). Frequency
distribution table of current dissertation is mentioned as below:
Q1 Are you having any knowledge regarding innovation in business context
of Unilever?
Frequency
a) Yes 30
b) No 0
Q2 According to you, what types of innovation are used in Unilever? Frequency
a) Product innovation 10
b) Process innovation 10
c) Service innovation 10
Q3 As per your opinion, is innovation facilitating the improvement of
business performance of Unilever?
Frequency
a) Solving critical issues 8
b) Improving sales and customer relationship 7
c) Reduces costs and wastes 6
d) Improving relation with employees 9
Q4 Out of the following what type of innovative technologies are used in
Unilever?
Frequency
a) Mobile and Ecommerce 12
b) Electronic Payments 8
c) Online delivery 10
Q5 How innovation is improvising Unilever’s productivity? Frequency
a) Improvement in communication 9
15

b) Helps in gaining competitive advantages 6
c) Increase customer base 7
d) Increasing sales and profitability 8
Q6 What are the major benefits of innovation for Unilever? Frequency
a) Increased competitiveness 11
b) Improved brand recognition and value 10
c) Increased turnover and improved profitability 9
Q7 What are the benefits of technology within a workplace of Unilever? Frequency
a) Meeting customers’ needs 10
b) Targeting audience segments effectively 10
c) Increased sales and profitability 10
Q8 Does implementation of innovation and technology helps Unilever for
attaining competitive advantage?
Frequency
a) Yes 35
b) No 3
c) Can’t say 2
Q9 According to you, what are the challenges faced by Unilever while
implementing innovation and technology?
Frequency
a) Lack of employee participation 10
b) Failing to win staff over to the new technology 9
c) Higher investment 11
Q10 What are the effective strategies for overcoming the above mentioned
challenges?
Frequency
a) Development of training programs 8
b) Proper planning 10
c) Utilisation of effective sources 12
16

Q1 Are you having any knowledge regarding innovation in business context
of Unilever?
Frequency
a) Yes 30
b) No 0
Interpretation - From the above pie chart, it is analysed that all 30 respondents are having
knowledge of innovation in context of Unilever. This proves that innovation is the most
important factor in a company. It is concluded that innovation is the key for successful
organisations. It is also analysed that all organisations must put their efforts towards adapting
innovation and technology at workplace. This will help to meet the organisational goals easily
and increasing profitability.
Q2 According to you, what types of innovation are used in Unilever? Frequency
a) Product innovation 10
b) Process innovation 10
c) Service innovation 10
17
30
a) Yes
b) No

Interpretation - The above pie chart shows that there are different types of innovation which are
used in Unilever. It is concluded that out of 30 respondents, there are 10 respondents who think
that Unilever uses product innovation. This is helping the company to develop and grow market
share. Process innovation is chosen by 10 respondents and remaining 10 respondents think that
service innovation is chosen by Unilever.
Q3 As per your opinion, is innovation facilitating the improvement of
business performance of Unilever?
Frequency
a) Solving critical issues 8
b) Improving sales and customer relationship 7
c) Reduces costs and wastes 6
d) Improving relation with employees 9
18
10
10
10
a) Product innovation
b) Process innovation
c) Service innovation

Interpretation - It is evaluated from the above pie chart that innovation plays an important role in
the development and growth of any organisation. There is facilitation for company’s
performance if it is adapting innovation and technology. Out of the 30 respondents, there are 8
people who think that innovation helps to solve several critical issues. This gives opportunity for
the company to increase performance and productivity. 7 respondents think that Improvising
sales and customer relationship can also be enhanced by using innovation. There are 6
respondents who think that reducing cost and waste can be managed when a company adapts
innovation and technology. The remaining 9 respondents think that if Unilever will adapt
innovation then it is easy to improvise customer relationship. This will enhance productivity and
performance of the company.
Q4 Out of the following what type of innovative technologies are used in
Unilever?
Frequency
a) Mobile and Ecommerce 12
b) Electronic Payments 8
c) online delivery 10
19
8
7 6
9 a) Solving critical
issues
b) Improving sales and
customer relationship
c) Reduces costs and
wastes
d) Improving relation
with employees

Interpretation – There are lot of opportunities for a company when it is asked about innovation
and technology. That is why it is concerned that innovative technologies that can be used in
Unilever includes mobile and ecommerce, electronic payments and online delivery. It is
concluded that these are the innovative technologies used for managing the company’s
performance. Out of the 30 respondents, it is seen that 12 respondents think that mobile and e-
commerce is the technology used by Unilever for innovation. On the other hand, there are 8
respondents who think that electronic payment is the innovative technology which is used by
Unilever for managing innovation in the company. Remaining 10 respondents think that online
delivery is the best innovative strategy that is used by Unilever.
Q5 How innovation is improvising Unilever’s productivity? Frequency
a) Improvement in communication 9
b) Helps in gaining competitive advantages 6
c) Increase customer base 7
20
12
8
10 a) Mobile and
Ecommerce
b) Electronic
Payments
c) online delivery

Interpretation – It is concluded that innovation is the most essential factor that is helping in
improvising productivity of a company. It is concluded from the above pie chart that out of 30
respondents, there are 9 people who think that if Unilever will implement innovation then
Unilever can improve communication. This will enhance customer relationship which gradually
increases profits of the company.
Q6 What are the major benefits of innovation for Unilever? Frequency
a) Increased competitiveness 11
b) Improved brand recognition and value 10
c) Increased turnover and improved profitability 9
21
9
6
7 a) Improvement in
communication
b) Helps in gaining
competitive
advantages
c) Increase customer
base

Interpretation -
From above mentioned pie chart, it can interpreted that Innovation provide various benefits to
Unilever Plc by providing them competitive advantage. It provide opportunity for a business to
improve their brand recognition which is beneficial for an organisation. It also helps in
increasing sales as well as profitability of company. Among 30 respondents, there are 11 people
which are accepting that innovation is providing competitiveness to an organisation as with
innovation, business is offering new products and service in market which is different from
competitors. 10 respondents are agreed that innovation improve brand recognition and value to
their customers. Innovation create distinct image of company and also increase awareness of
their products. 9 out of 30 people are believing that innovation helps to increase turnover and
profitability of company as it allow company to adopt new ideas which helps increase demand
their products.
Q7 What are the benefits of technology within a workplace of Unilever? Frequency
a) Meeting customers’ needs 10
b) Targeting audience segments effectively 10
c) Increased sales and profitability 10
22
11
10
9 a) Increased
competitiveness
b) Improved brand
recognition and value
c) Increased turnover
and improved
profitability

Interpretation -
It is evaluated from above mentioned pie chart that adoption of technology at workplace of
Unilever provide various benefits to their business. Technology increase cost of company in
initial stage but it provide long term advantage to an organisation. It make working of company
easier and also helps to reduce non necessary efforts. Out of 30 participants in business 10 agree
that it helps in meeting needs of customers as technology invented by business is done on basis
of problem faced by company. It helps in satisfying changing demand and requirement of
costumers. 10 participants are thinking that it helps business to target audience segment
effectively. Technology provide business to develop new products as per requirement of specify
which increase satisfaction of target audience segment. 10 out of 30 respondents thinks that
technology helps to increase sales and profitability of business. It helps business to improve their
productivity which allow them to increase sales as well as profitability of company.
Q8 Does implementation of innovation and technology helps Unilever for
attaining competitive advantage?
Frequency
23
10
10
10 a) Meeting customers’
needs
b) Targeting audience
segments effectively
c) Increased sales and
profitability

a) Yes 35
b) No 3
c) Can’t say 2
Interpretation -
It is interpreted from above mentioned pie chart that Innovation and technology provide
competitive advantage to Unilever Plc which helps them to compete with other marketing
players. This innovation allow company to develop unique products which are only provide by
company. It attract more and more customers towards business and provide them opportunity to
earn more profit. 35 out of 40 people agreed that innovation ad technology provide competitive
advantage to business. As it allow firm to provide solution to changing needs of business and
differentiate their products from other marketing players. 3 people are not thinking that
innovation and technology provide competitive advantage to business as they think that there are
others factors which are important in order to gain competitive advantage for business like
customer service, customer satisfaction, effective marketing, efficient human resource and many
more. 2 people are not cannot say anything as they do not know much about these terms.
24
35
3
2
a) Yes
b) No
c) Can’t say

Q9 According to you, what are the challenges faced by Unilever while
implementing innovation and technology?
Frequency
a) Lack of employee participation 10
b) Failing to win staff over to the new technology 9
c) Higher investment 11
Interpretation -
From above mentioned pie chart, it can be interpreted that Unilever Plc is facing various
challenges in implementing innovation and technology which create impact on business. These
challenges are related to measuring return on investment, lack of employees engagement and
failing of win staff over new technology. There are 30 respondents among which 10 thinks that
lack of participation in implementation of technology create challenges for Unilever. As
employees has tendencies to resist changes in a business and does not engage actively in
business which create problems for business. 9 out of 30 respondents are thinking that failing to
win staff to new technology is challenges in business. In implementation of technology and
innovation, it is important for business to thinks that they should ready their staff to accepting
changes. 11 participants are believing them higher investment create problems for business as
implementation of technology and innovation require huge investment in business.
25
10
9
11 a) Lack of employee
participation
b) Failing to win staff
over to the new
technology
c) Higher investment

Q10 What are the effective strategies for overcoming the above mentioned
challenges?
Frequency
a) Development of training programs 8
b) Proper planning 10
c) Utilisation of effective sources 12
Interpretation -
It is evaluated from above mentioned pie chart that there are various strategies which is adopted
by business in order to over come various challenges occur in process of implementation of
technology and innovation in organisation. These strategies includes proper planning, training
and utilisation of resources. These strategies helps to provide guidance of managers of company
as how to overcome of impact of challenges in innovation and technology. 8 out of 30 people
agree that implementation of technology and innovation require training problems. This training
helps employees to understand innovation and technology and its benefit for business and for
themselves. 10 out of 30 people are believing that implementation of innovation and technology
26
8
10
12 a) Development of
training programs
b) Proper planning
c) Utilisation of
effective sources

require proper planning which helps company to carry out all function effectively and
systematically without any confusion. 12 out of 30 people are thinking that effective utilisation
of resources is one of important strategy for business as it helps business to reduce their cost and
increase productivity.
Evaluation of findings
From above analysis, it is concluded that innovation and technology is significant for an
enterprise because it extends productivity and brings new opportunities to develop products and
services of company. Exploitation of innovative ideas is very important for company to make
improvement in its processes as well as products and services.
Innovation and Technology also helps company in extending its efficiency and vilability. In the
study, this part facilitates in assessing primary along with secondary data with the help of
confined analysis. As per existing research, secondary data was accumulated from publication
research, books, articles and many other sources. Questionnaire helps in collecting primary data
that helps researcher in accumulation of justifiable and relevant information in respect with topic.
Hence, estimation of research is described as under:
Theme 1: Basic knowledge about innovation and technology in context of an organisation.
Above introduced research concluded that both innovation and technology are the
integral part of business that assists in its extension and evolution. Innovation assists in the
growth of company as well as it helps in making organisation differentiated from others. It also
facilitates in staying ahead of the competition to compete with its competitors. Technology is
another important concept that helps in making business efficient and effective as well as it
makes enterprise well- organized. It is also important for a business because it attracts target-
base which expands the sales volume of company and hence its profitability. Innovations helps
in taking benefits of new technologies to optimize business activities and gaining advantage over
competitors. From primary data, it is interpreted that almost all contributors had real information
with reference to innovation and technology which is utilized by company. Thus, primary as well
as secondary data are interlinked with one another which clearly defines that goals of
investigation are achieved.
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Theme 2: Significance of technology in enhancement of productivity of Unilever.
From secondary data, which is gathered for literature review, it is analysed that technology is
significant in Unilever limited because it facilitates in extension of its business operations. It also
helps company in bringing knowledge, skills, techniques, process and tools for finding out
solutions of the research problems. Technological strategy used in this information are better
customer experience, improved employee coordination as well as information privacy. From
primary data, which is gathered from questionnaire, it is analysed that technology play an
important role in Unilever limited in expanding market share as well as sales volume.
Technology also helps company in saving time and makes cost effective. This assists in
obtaining competitive benefits along with better communication. Hence, primary along with
secondary data are alike which facilitates in attainment of organisational objectives.
Advantages of Technology in Unilever plc
Technology plays an important role in the success of Unilever plc. The brief discussion about
advantages of technology in Unilever is given below.
Logistics: - As we know that business of Unilever plc is spread in many part of the world which
require a well-established network of logistics. It is not easy to maintain extensive customer base
of Unilever plc manually or with traditional technology, so to fulfil this need Unilever uses
modern technology for logistics. Under this new technology, data of all buyers and sellers of
company’s product is stored in one place and all the process of logistics will perform effectively
and efficiently.
Supply chain management: - Supply chain management refers to provide goods and services at
the place where demand arises. Demand may be arising from buyer side as well as seller side.
Small organisation can fulfil this demands without advanced technology but this is not possible
in big organisation like Unilever plc. Unilever lever plc can develops specified network for the
supply chain management, under which the seller and buyer arise their demand online and
Unilever provide the product at the point of seller or buyer. This technology saves time and
resources.
Research and development: - Technology is the reason for requirement of huge capital in
research and development department. Research and development department is important part
of any organisation because the invention and innovation of products is done in this department.
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Unilever plc should use advance technology in their research and technology department so that
new and innovated product can be developed fast.
Social media advertising: - Social media advertising push retail sector at great heights. It the
best example of modern technology. under this technology business organisation advertise their
products on social media because it has high reach. Unilever's product is seen on various social
media platforms; any interested buyer can purchase company's product by simply clicking on the
link.
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Conclusions and Recommendations
It is concluded from the above research that innovation is the most important factor that helps an
organisation to increase performance and productivity. This is interpreted that innovation is a
necessity for any organisation because it helps to develop competitive advantage. In today’s
dynamic business world, it is seen that companies focus upon competition and evolution. That is
why innovation is the best method needed for enhancing performance of employees. Companies
embrace facet for change and it helps to figure out what exactly are the requirements of
consumers. There is great importance of innovation for the company to increase competitive
advantage. The business environment is quite dynamic and volatile. The most difficult task for a
company within market is to retain number of loyal customers. This is possible when
organisations are solving problem areas with service or product offerings which are innovative
and novel. Unilever conducts market research which are primary or secondary and it is figured
out that how this is providing unique selling proposition. It is the intellectual property for
company and it acts as contemporaries within market. The USP can be managed on the basis of
innovation and technology used in the company. Brand value can be enhanced by utilising the
resources properly within Unilever. The factor of innovation can help this brand to maintain
good impact on consumers need fulfilment. Research and development are known as huge part
of an organisation. These are used for analysing the relevancy within market. A crucial aim of
business management is to launch new and innovative product or service. By using continuous
research and development, it is seen that there is continuous improvement in offering of firm
because there are latest trends and preferences of consumers. Constant improvement,
development and innovation are combined for competitive advantage. There is presence of
talented workforce within market and it is looking for opportunity in which an organisation is
open for innovations and ideas. The adoption of innovation at different level of business
operation is needed for competitive advantage. There is need to be creative and innovative for
meeting rationality and functionality of operations. It is necessary to manage the innovation for
company and enhance the business operation’s efficiency. There is aspect of creativity and
innovation for developing product packaging in Unilever. Organisations have to understand the
need and importance of innovation. This provides help for companies to enhance competitive
advantage and brand value. This helps in attracting customers and retaining loyal employees.
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Organisational change is accelerating quickly and this makes innovation an urgent strategic and
systematic necessity. This is known as developing centralised strategic innovative technological
customer empathy.
Recommendations for Unilever to use innovation and technology in a company
From above mentioned discussion, it can be recommended that innovation and technology plays
an important role in the business operations of Unilever plc. The brief discussion on innovation
and technology is given below. Online payment systems: - COVID Pandemic plays an important role to popularise the
digital currency in the world. Unilever should have applied the modern technology to
make all the payments digital. Nowadays, online payment system is the most used
medium of exchange in all over the world. Unilever can achieve extensive success due to
this method. Gain competitive advantage: - The preference of the customer is dynamic, it always
demand different products and services. It is not possible for Unilever plc to provide a
new product in a very short span of time so innovation is the solution of this problem.
Due to innovation in existing product customer always gets a unique product which
satisfy their dynamic needs. Innovation makes the Unilever plc, capable to provide
unique products from the competitors in the industry, which helps them to gain
competitive advantage. Effective communication: - Effective communication is the basic needs for smooth
running of business functions. Uses of modern technology makes the communication of
the organisation more effective, it minimises the chances of miscommunication, network
failure. Unilever plc is a multinational company having their business operations in more
than 100 countries, so it requires a vast communication channel which is only possible by
the use of modern technology. Cloud services: - Cloud service related to those service which provides a storage to
companies, under which the companies access and store their data. Unilever is
conducting their business in many countries and deals in multiple products which makes
heavy customer base and information. Unilever should use this cloud service to maintain
the heavy data. Many organisations are operating in the industry and provides a similar
product, the brand value and recognitions is more of that organisations which provide
31

innovated product in industry. Innovation can play major part in the recognition and
value of Unilever products. Cost leadership: - Any organisation can be a cost leader of the industry if they provide
products at lower prices. It can be possible by a way of cost saving. Unilever plc should
operate the production of goods and services at lower cost by use of modern
technologies. Modern technologies include use of modern machineries. New partnerships and relations: - The organisations which uses the modern technology
and provides the innovated products to the market can attracts the other organisations,
investors towards the organisation. Many big investors and organisations want to
establish the business relation with the Unilever plc if they use the modern technologies
their organisation, these investors can provide the large investment to Unilever for their
business operations.
 Increases turnover: - Unilever plc should apply modern technology in their business
operations so that their turnover increases. Company should use those process for the
production of goods and services which gives them higher returns at low cost.
Reflection
I have completed this research on the topic – To identify the impact of innovation and
technology in increasing business performance. I have learnt lot of skills while completing this
research. I am glad that I got the chance to complete the research in proper time. This has
provided me the ability to conduct more dissertations properly. I have also learnt several research
skills like data collection, time management, decision making, interpretation skills, etc. while
conducting the work in this dissertation. These skills are essential for managing the conduction
of future projects. There were some challenges which I faced during this dissertation like lack of
time, lack of resources etc. the sources used in research are valid and reliable. These sources
directly impact on my performance while we need to complete each activity of the dissertation in
given time period and systematic manner. I used different types of methodologies that are
effective for me in achieving each objective in successful manner. These methodologies are
questionnaire, quantitative research etc. Therefore, I achieved research aim and all objectives
successfully. I have attained the completion of research by utilising the resources properly. My
research abilities have increased during this dissertation.
32

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Appendix
Q1 Are you having any knowledge regarding innovation in business context of Unilever?
a) Yes
b) No
Q2 According to you, what types of innovation are used in Unilever?
a) Product innovation
b) Process innovation
c) Service innovation
Q3 As per your opinion, is innovation facilitating the improvement of business performance
of Unilever?
a) Solving critical issues
b) Improving sales and customer relationship
c) Reduces costs and wastes
d) Improving relation with employees
Q4 Out of the following what type of innovative technologies are used in Unilever?
a) Mobile and Ecommerce
b) Electronic Payments
c) online delivery
Q5 How innovation is improvising Unilever’s productivity?
a) Improvement in communication
b) Helps in gaining competitive advantages
c) Increase customer base
d) Increasing sales and profitability
Q6 What are the major benefits of innovation for Unilever?
a) Increased competitiveness
b) Improved brand recognition and value
c) Increased turnover and improved profitability
Q7 What are the benefits of technology within a workplace of Unilever?
a) Meeting customers’ needs
b) Targeting audience segments effectively
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c) Increased sales and profitability
Q8 Does implementation of innovation and technology helps Unilever for attaining
competitive advantage?
a) Yes
b) No
c) Can’t say
Q9 According to you, what are the challenges faced by Unilever while implementing
innovation and technology?
a) Lack of employee participation
b) Failing to win staff over to the new technology
c) Higher investment
Q10 What are the effective strategies for overcoming the above mentioned challenges?
a) Development of training programs
b) Proper planning
c) Utilisation of effective sources
Q1 Are you having any knowledge regarding innovation in business context of Unilever?
a) Yes
b) No
37