Investigating E-commerce Impact on AIRDRI GROUP Business

This research project investigates the impact of digital technology, specifically e-commerce, on the business activities of the AIRDRI GROUP, a company manufacturing hand dryers. The study examines the rationale for this investigation, focusing on the increasing importance of e-commerce in a globalized market. The report is structured into chapters covering the introduction, literature review, research methodology, findings, discussion, and conclusion. The literature review explores the concept of digital technology and e-commerce, discussing its benefits and drawbacks, and its impact on business success. The research methodology outlines the research philosophy, approach, methods, and ethical considerations. The findings and discussion chapters analyze data and interpret the impact of e-commerce on AIRDRI GROUP's operations, including the relationship between e-commerce technology and business development. The conclusion provides recommendations and implications for future research, emphasizing the need for businesses to adapt to the evolving digital landscape and leverage e-commerce for growth.

Research Project

Table of Contents
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Research Aim and Rationale............................................................................................1
1.2 Research Questions..........................................................................................................2
1.3 Research Objectives.........................................................................................................2
1.4 Significance......................................................................................................................2
of the research........................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction of literature review.......................................................................................3
2.2 Main Body........................................................................................................................3
2.3 Conclusion of Literature Review......................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
3.1Research philosophy- .......................................................................................................7
3.2 Research Approach- ........................................................................................................7
3.3 Research methods- ...........................................................................................................7
3.3 Research methodology.....................................................................................................8
3.4 Research tool- ..................................................................................................................8
3.5 Sampling- ........................................................................................................................8
3.5.1 Identifying Population and Research Site.....................................................................8
3.5.2 Sampling Strategy.........................................................................................................9
3.6 Ethical implication- .........................................................................................................9
CHAPTER 4: FINDINGS.............................................................................................................12
Data analysis.........................................................................................................................12
CHAPTER 5: DISCUSSION.........................................................................................................14
Data interpretation................................................................................................................14
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATION FOR FUTHER
RESEARCH...................................................................................................................................23
Conclusion............................................................................................................................23
Recommendations................................................................................................................23

Implications for future research............................................................................................24
REFERENCES..............................................................................................................................25

TITLE:
“To investigate the impact of digital technology, especially E-commerce on business
activity of an organisation”. A case on AIRDRI GROUP.
CHAPTER 1: INTRODUCTION
1.1 Research Aim and Rationale
“To investigate the impact of digital technology, especially E-commerce on business
activity of an organisation”. A case on AIRDRI GROUP.
Digital technology is branch of scientific knowledge which helps to deal with using
digital communication and social media tools. These days there is major use of digital
technology which assist in performing business operations. Globalisation refers to interaction
among individuals, organisations of different countries for the purpose of trade and commerce.
In order to run business through globalisation in more than one country then digital technology
plays crucial role in the form of e- commerce, intranet, social media, cloud computing, etc. It is
important to consider changes which are happening in external market to get success at global
level. Hence, it is important to implement new and latest technology which helps to get success.
There are different aspects which has to cover to get success in market. In this research, there is
discussion about AIRDRI GROUP which deals in manufacturing hand dyer (Chaffey, 2015).
This organisation was established in 1974 as private limited company. In this research, there is
discussion about impact of digital technology on business activities of organisation.
E- commerce refers to the practice of purchasing products and availing services through
online sources. There is facility to pay the bills through online mode such as credit cars, debit
card, etc. There are some issues such as security, transactional policies, confidentiality of
information, etc. which has to be considered by managers of AIRDRI GROUP while performing
business operations through e- commerce measures. AIRDRI GROUP is the company which
deals in manufacturing of hand dyer which is suitable for each type of wash-room. As there is
more trend of e- commerce in current market, so there is requirement to conduct business
operations according to external market. If managers of AIRDRI GROUP think to expand their
business then they have to accept changes which are taking place in external market such as use
of social media, e- commerce business, etc. In this research, there is discussion about e-
commerce as part of digital technology. With conducting business operations through electronic
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commerce, it is easy to expand business and contact to more and more consumers (Chayko,
2014).
Rationale behind conducting this research is to analyse impact of e- commerce on
business activities. As this topic is wide and relevant in current market, so it is easy for
researcher to collect views of respondents. If researcher wants to start e- commerce business,
then this research provides information about difference in business activities of association.
Researcher personally wants to enhance knowledge about working style of organisation.
1.2 Research Questions
 What is the concept of digital technology, especially of E-commerce?
 What are the impact of E-commerce technology on driving business success?
 What is the relationship between E-Commerce technology and development of business
activity?
1.3 Research Objectives
 To understand about the concept of digital technology, especially E-commerce.
 To identify impact of E-commerce technology on driving business success.
 To ascertain relationship between E-Commerce technology and development of business
activity.
1.4 Significance of the research
Significance of this reason is to identify impact on e- commerce on business activities of
company. These days, there is more trend of performing business through online mode.
Consumers prefers to shop through online sources, so with conducting this research it is easy to
understand measures which has to followed by organisations in order to successfully run
business through e- commerce medium. Business operations gets easier but it has to synchronise
in better manner.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of literature review
Literature review refers to summary on research topic which is collected from different
sources such as books, magazines, online sources, etc. This is the theoretical framework
conducted for objectives with some author's point of view. This is the to collect secondary
research which is helps to get in- depth analysis of research topic. This helps reader to
understand about research topic and reason behind conducting research on impact of e-
commerce on business activities (Chiu and et. al., 2014).
2.2 Main Body
The concept of digital technology, especially E-commerce
Digital technology refers to storing, transmitting information in digital format. In digital
technology, there is use of devices which assist to cyber space. In this, there is use of digital
audio/ video and information communication technology. These days there is more and more use
of digital technology which assist in performing business operations. According to Turban and
et. al., 2017, there is ease in conducting business operations because information is collected,
stored and gathered through online sources. There are different fields of digital technology such
as artificial intelligence, internet of things, intranet, e- commerce, use of social media sites, etc.
E- commerce is one major part of digital technology. E- commerce means use of different
tools and techniques which for the purpose of buying and selling of product and services with
use of internet. With use of e- commerce tools, transaction of funds, data protection security, etc.
can be done. According to Steven Coleman, 2019 there are four ways through which business
transaction is possible under e- commerce i.e. business to consumer (B2C), business to business
(B2B), consumer to business (C2B), consumer to consumer (C2C). If managers of AIRDRI
GROUP think to implement digital technology through e- commerce, then it is important to
understand changes which are taking place in digital techniques. This is the sector in which many
up-gradations occur frequently. There are many benefits of using e- commerce such as
worldwide reach, fast delivery of product and services, easy communication with client's time
saving approach, low cost approach, etc. With considering all these benefits, there is positive
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impact on performance of AIRDRI GROUP and they are able to achieve competitive advantage
in industry.
While use of e- commerce has some disadvantages as well such as security issues,
frequent up- gradations of products and services, impersonal approach, casual behaviour, etc.
These are some issues which affects performance but if corrective measures are taken, then it is
easy to understand e- commerce approach and getting positive outcome. As per Einav and et. al.,
2014 In order to achieve good image and compete with other companies, this approach assist.
Conducting business through electric media is easy but managers of AIRDRI GROUP has to be
more conscious to make consumers satisfied.
The impact of E-commerce technology on driving business success
According to Angela Scott-Briggs, 2017 there is positive as well as negative impact on
performance of business operations of AIRDRI GROUP. With using e- commerce sites, there is
ease in communicating with consumers. Feedbacks, comments regarding products and services
can be displayed on online website. It is easy to communicate with consumers who resides at far
distance. There is reduction in cost of sales personnel, outlet, etc. because there is use of online
websites for buying and selling purpose. Companies operations are performed with use of
internet, computer. With use of e- commerce sites, there is no vertical integration, reduction in
returns on sales, set up cost for e- commerce platform is low, possibilities of collaboration,
elimination of middlemen, accessible 24*7, etc.
Elimination of middle- There is no use of middlemen to contact and delivery products to
consumers. In case of AIRDRI GROUP, there is no intermediator between consumers and
mangers. This helps to understand demand of consumers and then providing best. Hence
prospects of growth of AIRDRI GROUP is more.
Low set up cost- Set up cost for e- commerce business is very low. There is requirement
of only development of website, internet connection, payment machine, computer system, etc. So
there is no cost for physical stores, hiring of employees, etc. This helps to improve profit rate of
AIRDRI GROUP which leads to outshine in market. According to Fitzgerald and et. al., 2014
There is cost in e- commerce but it is easy and affordable. There is no requirement of physical
store to meet with clients.
Easy advertisement- With working through e- commerce platform, there is ease in
advertisement of product and services. It is easy to advertise product through website. When
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consumers visit website, they are able to see video, pictures, etc. of hand dyers. This makes easy
to convey quality of products. It is easy for AIRDRI GROUP to show what best they sell.
Easy accessibility- There is ease in accessing business because it can be operated from
anywhere and anytime. Consumer can play order and analyse price, product, etc. any time. This
makes shopping for consumers easy, so there is positive impact on success rate of AIRDRI
GROUP positive. It is easy for managers of AIRDRI GROUP to collect and store consumer's
information for the purpose of conducting business operations.
According to Gomez-Herrera, Martens and Turlea, 2014 Security issues, knowledge to
competitors, traffic on network, hacking data, etc. These issues might have adverse impact on
performance of AIRDRI GROUP. There is personal information of consumers on online website
of AIRDRI GROUP and data gets hacked. This affects brand image of AIRDRI GROUP and
consumers does not rely on e- commercial activities. In case, there is crash of site, then sales get
down because network traffic is time consuming. There is more competition at e- commerce
platform. As there is more trend of conducting business through online sites, so it is easy for
consumers to compare price. In online business, consumers can not try product because of
unavailability of physical store.
Hence there is positive as well as negative impact on e- commerce business growth and
development. In order to reduce negative impact, it is responsibility of managers of AIRDRI
GROUP to regular analyse consumer's demand, feedbacks and comment has to be addressed,
proper security measures have to be there.
Relationship between E-Commerce technology and development of business activity
As e- commerce activities are conducted through use of internet sources. This has
positive impact on operations of AIRDRI GROUP. As compared to physical store, there is no
different departments which works for conducting getting product ready for consumers. There
are some individuals who analyse and look some activities to conduct business operations.
Business activities are performed by sitting at seat and conducting operations through site
development. According to Grbovic and et. al., 2015 With e- commerce media such as online
site there is ease in performing business activities because operations are conducted and
controlled by some individuals.
AIRDRI GROUP use e- commerce website to communicate consumers regarding
feedbacks of products, reviews about services, etc. Business activities gets changes because there
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is requirement of logistic management, machine for transaction, etc. With conducting business
through online sources, profits are more because operational cost is low. As in physical store,
there is direct contact with consumers of managers but it is not so e- commerce business. Hence
in this case, business goes because manager can contact or revert to consumer's query frequently.
There are no working hours while operating business through e- commerce, hence business
activities are performed 24*7. Business activities develop because consumer base improves.
2.3 Conclusion of Literature Review
From the above discussion, it is clear that e- commerce is online buying and selling of
good. There is no physical store, so cost for hiring employees is less. There is positive as well as
negative impact on business growth of AIRDRI GROUP with using e- commerce media. Sales
gets improved because it is easy for consumers to investigate about varieties of hand dyers and
their price. At blast this enhance knowledge about relationship between e- commerce and
development of business. There is positive relation because business activities are conducted by
sitting at one place. Business activities of AIRDRI GROUP gets easy and conscious because
there is no physical give and take of product within organisation. Managers are allowed to access
their business either day or night. For the purpose of marketing, there is ease because of search
engine visibility. This helps to improve working efficiency which is important for achieving
good brand image at e- commerce platform. Managers of AIRDRI GROUP does not have low
inventory management cost because there is directly delivery of products to consumers. This
reduces operational cost for AIRDRI GROUP. As marketing with e- commerce platform is easy
and more effective, hence in this case managers of AIRDRI GROUP can perform marketing in
more innovative manner. There is more competition at e- commerce website for AIRDRI
GROUP, so it is important to plan research and development activities. Hence role of research
and development is more.
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CHAPTER 3: RESEARCH METHODOLOGY
Research is the framework which helps to collect and interpret information about some
specific topic in- depth manner. So research is time consuming process. This also helps other to
collect information from respondents and online sources. There is a framework “Research
Onion” which provides complete and relevant information about tools and techniques which are
used to conduct research. There are different approaches such as research philosophy, data
source, sampling, research design, etc. which are required to conduct research in better way
(Hynan, Murray and Goldbart, 2014). So researcher use research onion to understand different
tools and techniques which is discussed as under-
3.1Research philosophy-
Research philosophy is the technique which provides information data collection,
analysis. As per this method, it is easy to collect information from useable sources and collected
in appropriate manner. There are three types research philosophy i.e. interpretivist, pragmatism,
positivist. In this research, interpretivist philosophy is used. In this research, study of human
interest is done. Hence with using this techniques reality about language, social, etc. factors are
considered.
3.2 Research Approach-
Research approach refers to the systematic plan and procedure in which detailed
description about data collection, analysis and interpretation is known. This provides information
in appropriate and relevant manner in order to aware reader. There are two types of research:
inductive and deductive. In this research deductive approach is used because use of existing
theory is done in order to design some specific conclusion in research topic.
3.3 Research methods-
Research methods refers to the tools which is used to conduct research. There are two
methods of research i.e. qualitative and quantitative. Qualitative technique is the form in which
reason behind specific opinion view is analysed. In this there is more structured as compared to
quantitative method. This covers aspects which are not covered, so it is easy to get in- depth
knowledge about research topic (Ku, 2017).
While quantitative method refers to collection of information in order to quantify the
problem. In this method information is converted into statistical format so it is easy to get
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information in number of views. In this research, qualitative method is used because this is
collected in more structured format. So it is easy fir researcher to provide information to reader
about research topic.
3.3 Research methodology
Research methodology is the format in which tools and techniques for conducting
research are studied. With this it is easy for reader to understood techniques which are used and
reason behind its selection.
3.4 Research tool-
There is requirement of some data to give recommendations and conclusion on research
topic. So information is collected from two methods: primary and secondary method. Primary
method refers to collection of data from researcher through one to one interaction. This is the
method in which researcher contacts to respondents through interview or survey. This method is
more reliable and authentic because it provides reason behind specific view (Laudon and Traver,
2016).
While in secondary method, researcher collects information from online sources, books,
journals, etc. In these sources information is advertised by someone other hence there are
possibilities that information is fake or irrelevant. But in this research, information is collected
from authentic and up to date sources. In this research, information is collected from primary and
secondary sources. Primary information is collected from 100 employees through questionnaire
who have knowledge about digital technology.
3.5 Sampling-
Sampling is the method to select some specific number of respondents from specific
group for analysing opinion and general view. It is not possible to collect view of all the
respondents. So on the basis of sampling data is presented (Nambisan, 2017).
3.5.1 Identifying Population and Research Site
There are 10 employees selected for the collecting information about e- commerce and its
impact on business operations. Research site refers to the place where research activities are
conducted. In this research from employees working at AIRDRI GROUP.
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3.5.2 Sampling Strategy
There are two types of sampling random and non random sampling. In this research
random sampling is used. In this method, respondents are selected on random basis. There are no
specific criteria to select individuals from crowd. Hence there is equal and probable for each
individual of being selected. Hence information about view and opinion of e- commerce is free
from biasness.
Research design: There is a specific format to conduct research. Research is conducted
to analyse deep understand about research topic and enhance knowledge of reader. There are
three types of research design- descriptive, experimental, exploratory. In this research,
descriptive design is used. This is the method which helps to provide complete description about
using specific research technique. Hence with the help of this design, reader can get in- depth
knowledge because under this there is study of data which is collected in systematic and
authentic manner from large respondents (Mangematin, Sapsed and Schüßler, 2014).
3.6 Ethical implication-
There are some ethical issues such as collecting of from authentic source, collection of
primary information, etc. which arise while conducting research. It is important to consider all
the ethical aspects to make research reliable and authentic. Information which is collected from
respondents is confidential and used for research purpose only. Employees from whom primary
information is collected, their personal information is not revealed in research.
Research limitation- The main limitation while conducting this research is cost budget.
There is requirement of some financial resources for internet connection, computer system, etc.
Budget set of this research is less as compared to requirement. Another limitation is collecting of
data from respondents. While collecting primary information from respondents, they are not
willing to revert through questionnaire, so this affects data collection by researcher.
Research budget- Budget set to conduct this research is £580.
Research reliability and validity- There is use of authentic and reliable sources for
collecting secondary data. So provided results are authentic and reliable (Sherif, 2016).
Questionnaire is used to collect primary information. Primary information is collected from
employees of AIRDRI GROUP because they have complete information about working style of
association and its easy to understand impact of e- commerce on business activities.
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