BSc Business Management Dissertation: Digital Access Influence on H&M

This dissertation investigates the impact of increasing digital access on the management of H&M, a major fashion retailer. The research explores the relationship between digital technology accessibility and management performance, utilizing a case study approach and qualitative research methods, including surveys. The study examines the use of various digital mediums in the retail industry and their influence on H&M's business operations. The methodology includes a deductive approach, a survey strategy, and quantitative research methods, with data collected from H&M employees. The findings suggest a correlation between increased digital access and improved management performance, highlighting the practical implications for retail organizations. The dissertation includes an abstract, acknowledgements, literature review, methodology, findings, discussion, conclusion, recommendations, and implications for further research, providing a comprehensive analysis of the topic. The study aims to determine the influence of digital access on fashion retail, identifying digital mediums, examining their impact on H&M, and assessing the relationship between digital access and management improvement.

BSc (Hons) Business Management Top up
BMP6001 Dissertation
Dissertation Title
Name:
ID Number:
Supervisor:
Table of Contents
Abstract i
Acknowledgement ii

Glossary iii
List of tables iv
List of figures v
List of appendices vi
Chapter 1: Introduction 1-p
1.1 Background to research topic p
1.2 Background to research organisation p
1.3 Research rationale p
1.4 Research questions p
1.5 Research aims and objectives p
Chapter 2: Literature review p-p
2.1 Introduction of literature review p
2.2 Main body with heading and sub-headings p
2.3 Conclusion of literature review p
Chapter 3: Methodology p-p
3.1 Research process p
3.2 Research approach p
3.3 Research strategy p
3.4 Research methodology p
3.5 Research instruments/tools p
3.6 Sampling p
3.6 Ethical implications p
Chapter 4: Findings (data presentation) p
Chapter 5: Discussion (data interpretation) p

Chapter 6: Conclusion, recommendations and implications for
further research p
7.1 Conclusion p
7.2 Recommendations p
7.3 Implications for further research p
References p
Bibliography p
Word Count p
Appendices p

Abstract
Purpose – This research on accessibility of digital technology objectifies to investigate
the influence of digital technology on the management of an organisation. This research is
conducted using the case study of H&M and qualitative research methods. It provides the
exploration of the relationship between the increase of digital technology accessibility of a
company and the increased management performance of that company.
Design/methodology/approach – This present investigation is largely based on primary
research but includes the empirical framework of literatures that are based on digital
technology and its impacts on an organisation. The literature data in this research is collected
from books and journals. The primary data in this investigation is collected from the method
of survey using a questionnaire tool.
Findings – The most important finding which has been gathered from this investigation
is that the independent and dependent variables of this research are correlated to each other as
with the increasing digital technology accessibility of H&M, its management performance is
also increasing.
Practical implications – This investigation can be used to research on the positive and
negative influences which digital technology levies of a retail organisation.
Originality/value – This investigation paper is an academic study that has been
conducted considering H&M as the case study.
Key word – Digital technology, performance and management.
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Acknowledgement
At first, I would like to thank God to make me capable enough to do something
worthwhile.
I would especially like to thank my supervisor for his generous time and
commitment. Throughout my dissertation, he had taken his valuable time to help me
whenever I needed; read through my draft copies; listened to me patiently; quickly
answered all my email queries and supported me every step of the way. Starting
from refining the research topic, he has encouraged me to develop independent
thinking and greatly assisted me with writing.
Thanks to all of those Tesco employees who had taken time for filling in the
questionnaires in my research. Without their active participation it would not be
possible to carry out this research.
Last but not the least, I thank to my family members, friends and relatives for
their kind help and cooperation during the research period.
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Research Proposal
Title: - The influence that increasing digital access bring over the
management of fashion retailer
Background to research topic
The digital platform brings up several improvements within the business world by simplifying the
ways through which it is being operated. This is so because the digital platform provides businesses a
medium through which the work can be performed with the help of machines which not only make
the tasks easier but also help in reducing the time as well as resources required to perform those
practices. Now with the help of digitalise business practices it become easier for the businesses to
manage the data by recording it digitally, maintaining better relationship with stakeholders by
interacting them using digital media, provide better customer support assistance, making delivering
of product much easier, expanding the base of consumers and many more (Rovai, 2018). These all
are the changes that increasing access of digital platform brings to a business. Other than this, digital
access holds several other benefit for the fashion retailers as it provide them an opportunity to
perform market research, decode the behaviour of consumer, c hanging trends, upcoming demand,
approaching more people, connecting customer brand over a platform, present more options in
front of consumers all become possible due to digitalisation of business. For further investigating
about this current study is conducted by consider H&M which is consider among top big brand of
fashion retailing that make use of digital platform to run its business.
Background to research organisation
H&M is a larger multinational clothing retailing business which is best known for its fast fashion
clothing for women, man, children and teenagers. It performs its operations in more than 74
countries by maintaining around 5000 stores throughout the world. It is considered as second
largest fashion retailer around the well due to its market demand as well as performance among eth
customers (Yeung and Ang, 2016). The H&M not only present its success through physical store
chain rather it also become successful by maintaining its online presences and making its product
available to the people all over the world by making effective use of digital technology.
Research rationale
The main rationale behind conducting this study is to gather an understanding regarding the
changes that digital platform has bring within the business environment and manner in which it has
influence the way businesses operate today in this digital world. Other than this it will also provide
knowledge regarding the several digital medium that are getting popular these days among
businesses and improvement that it brings within several different businesses by focusing the study
over H&M one among best fashion retailer.
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Research questions
 Explain about the several different medium of digital access used in retail industry?
 What is the main influence of digital platform over the business of H&M?
 What is the relationship between increasing access to digital platform and improving
management of H&M?
Research aims & objectives
Aim
“To determine the influence that increasing digital access bring over the management of
fashion retail business”. A study on H&M.
Objective: -
 To identify several medium of digital access used in retail industry.
 To examine the influence of digital platform over the business of H&M.
 To ascertain the relationship between increasing access to digital platform and improving
management of H&M.
Research methodology
The methodology forms up a crucial part of a researcher by providing details about the set of
methods or techniques used to collect, interpret and represent the information in regard with the
objectives to be achieved. This act as a guidance for the investigator by directing them each and
each action regarding the method or approach to be used for performing a particular task effectively
as per the topic area which is being worked by them (Taherdoost, 2016). The current study involve
range of tools and methods within an investigation used by researcher which are mentioned below:
Research approach: - The analysis of gathered information is highly depend over the
approach which is selected by the researcher to evaluate the data. Therefore, it remains very crucial
for researcher to thoroughly judge and then make a decision over a particular approach that whether
they have to use inductive or deductive. As per the current area of study deductive approach will be
used as it support in evaluating the influence of increasing digital access over the fashion retailer
business by considering the quantified data. This support the researcher in presenting more accurate
data which is being extracted through properly figuring it.
Research strategy: - The strategy within an investigation is about the process used for
gathering the information regarding the area over which a research is being performed (Tuohy and
et.al., 2013). There are several strategies that are mainly used for performing the investigation such
as case study, survey etc. In order to perform this study survey method will be used to collect primary
information as it support in studying the view point of several people in this regard.
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Research methods: - The research method is refers to the type or sources that are used to
gathered the information regarding the research area. The success of an investigation depends on the
type of method used for collecting the information i.e. either qualitative or quantitative. Within this
investigation, quantitative method of investigation will be used that support in collecting the quantified
facts and information regarding the influence of digital platform over the management of fashion retail
business so that difference can be measured effectively (Walliman, 2017). On the other side, sources
of investigation also play a significant role within a study by providing the medium through which data
must be gathered i.e. either secondary or primary. Under this study both the sources will be used in
which secondary information will support in collecting information which is already being gathered by
some another person. This information will be gathered with the help of online sources like books,
journals, articles etc. Despite of this the primary information will be collected in order to get fresh and
new information about the study area. This will be collected with the help of preparing the
questionnaire as it support in collecting information quickly than any other method.
Research tool: - For collecting the information effectively to complete the requirement of
research objective, the investigator must adopt right tool. There are several tools used within an
investigation to gather the information such as interview, questionnaire, focus group, brain storming
etc. In order to collect information regarding the influence thar digital access bring over the methods
of managing business, questionnaire will be used as it help in gathering larger amount of data in less
possible time as it doesn’t require the presence of researcher in front of the respondent (Wiek and
Lang, 2016). This method is cost as well as time efficient.
Sampling: - It is defined as the method of selecting group of people from the total of
population that can provide information regarding the research area in such a manner that data can
be collected on behalf of whole. The sampling is mainly perform using two methods such as
probability or non-probability method. For performing the study over this research area the
probability method of sampling will be consider by the investigator as it support in making right
selection of candidate on random basis out of available one (Mackey and Gass, 2015). This support
in avoiding the chance of bias behaviour by providing equal opportunity to each individual for being
selected as a respondent for this study and provide information in this regard. Hence in current
study data will be gathered with the help of probability sampling where respondent size would be
employees of H&M.
Timescale
Time is considered to be a most crucial factor for an investigation as iot help in determining
the duration in which a research is to be performed so that appropriate scheduling can be
performed for the activities involved in it. For effectively presenting the time scale, Gantt chart is
used which is graphical representation of a set of activities involve within a study. This support in
scheduling the activity as per their priority and time taken by them and also support an investigator
by directing them over the actions to be taken and when.
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Resources
For performing an investigation there are number of resources that a researcher use so that
each and every actions can be performed effectively and support in achieving eth main aim behind
this study (Kumar, 2019). Among these resources, cost is most crucial one as investigator require
financial resources or fund in order to gather other resources for completing eth investigation. Other
then this for gathering information researcher require internet connection, stationary, computer
system etc.
1: Introduction
1.1 Background to research topic
In current competitive business environment, technology becomes increasingly
important that leads the organisation towards success. Digital access is referred as the ability
to participate completely in digital society. It involves access to technologies and tools like
computers and internet which enable for full participation (Böger, Wecht, and Stalder, 2019).
There are various levels of digital access as some people have more access to digital
technology and other people have less access. It is an important concept which allows fair
accessibility to technological tools and the ability to utilise it to enhance the processes of
businesses. Increased digitalization has an impact on business activities involving business
models of company by allowing different forms of cooperation between business entities and
lead to new products and services along with new form of relationship of organisation with
employees and customers. This report intent to determine the influence that increasing digital
access bring over the management of fashion retail business. In order to accomplish this aim
of project, the objectives and research questions are developing which provides path to
complete the research systematically.
1.2 Background to research organisation
Hennes & Mauritz (H&M) is one of the well-known Swedish multinational retailer of
clothing which offers fast fashion clothing for women, teenagers, children and men. The
company was founded in year 1947, around 73 years ago by Erling Persson and is
headquartered in Stockholm, Sweden. The company offers its products and services
worldwide. As of year 2019, Hennes and Mauritz perform its business operations in around
74 nations with 5000 outlets under different company brands. It is one of the largest global
clothing retailer which also has significant online presence along with online shopping
available in around 33 countries. As the access to digital technology is increasing very
rapidly, it impacts on management of fashion retailer (Mackey and Gass, 2015). Employing
technological tools in its business processes help the company in gaining competitive
advantage in market and accomplish growth and success for long term. The impact of
increasing digital access on management of fashion retailer company, i.e., Hennes & Mauritz
is determined in project.
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1.3 Research rationale
This investigation is based on the topic “The influence that increasing digital access
bring over the management of fashion retailer”. Performing research on this topic is
significant for researcher as it helps in gaining understanding about different mediums of
digital access which are utilised in retail industry. It also supports in determining the
influence of digital platform on business of fashion retailer company along with the
relationship between rising access digital technology and improving management of
organisation (Rovai, 2018). This report is highly significant for researcher in determining the
impact that maximizing digital access bring on management of fashion retailer. By knowing
the impacts, it enables organisation to develop appropriate strategies that will help in in
leading organisation towards success.
1.4 Research question (s)
The questions related to this particular investigation are as follows:
 Explain about the several different medium of digital access used in retail industry?
 What is the main influence of digital platform over the business of H&M?
 What is the relationship between increasing access to digital platform and improving
management of H&M?
1.5 Research aims and objectives
Aim: -
The aim of the investigation is “To determine the influence that increasing digital
access bring over the management of fashion retail business”. A study on H&M.
Objective: -
The main objectives related to this investigation are mentioned below:
 To identify several medium of digital access used in retail industry.
 To examine the influence of digital platform over the business of H&M.
 To ascertain the relationship between increasing access to digital platform and
improving management of H&M.
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Chapter 2: Literature review
2.1 Introduction of literature review
Literature review is referred as the survey of scholarly sources like books, articles,
journals and thesis associated with particular topic or question of research. In the research
project, the main purpose of performing literature review is to family arise researcher with
current state of knowledge on topic. It also assists in identifying the gaps between knowledge
and unresolved issues that the research project can address. This renders an overview of
important findings as well as debate associated with the topic (Wiek, and Lang, 2016). This
research project is performed on topic “To determine the influence that increasing digital
access bring over the management of fashion retail business”. A study on H&M. Different
literatures are reviewed and viewpoints of different authors are compared below on distinct
themes associated with the topic.
2.2 Main body with heading and sub-headings
Different medium of digital access used in fashion retail industry:
As per the view point of Yeung, and Ang, 2016, in current competitive business
scenario, internet has become more important in fashion retail outlet, that develops new
opportunities as well as challenges for merchandisers. There are several mediums of digital
access which are utilised in fashion retail industry. These medium includes mobile phone
applications, virtual reality, mobile wallet, self-checkout system, digital price tags, automatic
checkout, speed shop, smart shopping carts, QR codes etc. All these mediums enable an
organisation to access digitally by utilising these different medium. In the automatic checkout
system, use of combination of computer vision, sensor fusion technology and deep learning is
made in order to automate the process of payment as well as checkout (Mani, Kesavan, and
Swaminathan, 2015). This means consumer can enter into the outlet, pick up their items and
leave without checking out or queuing, while the payment is made automatically by an
application.
From the point of view of Watanabe, Naveed and Neittaanmäki, (2018), Out of the
various mediums that helps an organisation to access digital technology, the virtual retail
outlets are most trending in current scenario. These virtual outlets allow an effective client
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experience in which they sense the products not only by touch and sight but also by hear.
This type pf technology is only used by the retailers which deal in expensive products.
Another digital accessibility mediums trending in current scenario is self checkout which is
highly used by clothing and fashion retailers. This technology avoids human interaction and
saves time of the customers.
As per the view point of Vanessa Rodriguez Lang, (2020), fashion digital marketing
get product brings product in front of customers so that they can get aware of the brand,
attract towards it, buy the product and tune into brand ambassadors. Companies use artificial
intelligence in order to automate their supply chain and logistics processes so as to find
alternate routes and ensure faster delivery. It provided automated solution to monitor the
activities of consumers while shopping as well as visualizing their sentiments to know about
the kind of products they want or prefer to buy and ignore. Apart from this, as more shift is
going towards autonomous shopping, smart shopping carts are introduced by the fashion
retailers in order to eliminate checkout lines altogether. This help in eliminating the checkout
lines by designing new carts with the help of this technology (Fashion Digital Marketing,
2020).
Main influence of digital platform over the business of H&M:
As per the view point of Gao, and Su, 2017, Digital platform provides several
advantages to business and influence positively on its performance and productivity. It
provides a company with different benefits like satisfied customer service, improve customer
base, increased awareness of brand, maximize inbound traffic, enhanced sales and many
more. To using digital platforms, a company can be able to reach larger target markets and
attract more customers towards the brand. Digital platforms help in marketing and promoting
products and services of company in an effective way and aware customers about the features
and benefits of using the product and service. Apart from this, there are several digital
platforms that company can use including native advertising, Instagram, Snapchat, Facebook,
Google AdWords, YouTube etc. through which more number of customers can be attracting
by company towards brand as most of the people are using social media platforms very
frequently (Bonetti, Warnaby, and Quinn, 2018). So, using this platform proves to be
beneficial for the company in promoting its products and services and influence positively on
the business entity.
From the opinion of Giertz-Mårtenson, (2012), the most important influence of digital
technology over the performance of retail businesses is inventory transparency. Every retail
outlet faces the issue of inventory control as the challenges of inventory damage and theft is a
common situation for retail organisations. H&M is a growing organisation that uses digital
inventory system to maintain the transparency in the level of the inventory and this reduces
the risk of damage and theft. Another influential factor of digital technology is Omni channel
customer service. By using this technology, H&M is able to support their customers by
resolving their issues not only through customer care line but also through social media
platforms as well.
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