Morrison’s Productivity: Effects of the Digital Era and Technologies

This report investigates the long-term effects of the digital era on business productivity, focusing on a case study of Morrison's. It explores the importance of the digital era in relation to business performance, evaluates the digital technologies adopted by organizations to manage workplace productivity, and identifies the challenges faced by Morrison’s while using digital technologies. The research highlights the significance of digitalization in improving production levels and fostering business growth. It also addresses the problems of low productivity and the complexities of implementing digital transformation, including the lack of strategy, complicated technology, employee resistance, and the need for IT skills. The study emphasizes the role of digital technologies in crisis management, particularly in the context of the Covid-19 pandemic, and concludes by discussing the challenges faced by the retail industry and the importance of effective crisis management strategies. This document is available on Desklib, a platform offering a wide array of study tools and resources for students.

Research Plan

Table of Contents
Introduction......................................................................................................................................3
1.4 Research Questions........................................................................................................5
1.5 Research Significance.....................................................................................................5
2 Literature Review..........................................................................................................................6
Theme 1: The importance of the digital era in relation to the performance of the business
................................................................................................................................................6
Theme 2: The digital technologies adopted by organization to manage productivity at
workplace...............................................................................................................................6
Theme 3: To find out the challenges faced by Morrison’s while using digital technologies
for managing level of productivity within an organization..................................................7
Methodology....................................................................................................................................8
References......................................................................................................................................11

Introduction
1.1 Research Background
The term digital transformation is known to have a major impact on the business and it
environment which lead to bring more opportunities. As per the present environment, due to
digital transformation the performance of the companies got improved. Due to the digital
transformation, the economy and the whole society has transformed that is why, due to change
and development in the digitalisation the way of performing the business has changed. In this
chapter, the information will be on the topic of digitalisation in order to present the detailed
introduction of the role and long-term effects of digitalisation on the performance of the
business. Following this, various technologies which are used by the company will also be
explained and the issues will be projected in this part. And in the growth of the company
productivity matters a lot. If the management is not productive then the business has to deal with
the adverse impact and larger the company greater the impact of such unproductivity on the
operations. When the productivity is properly managed then the overall operational cost will be
reduced. Due to which the company will be able to provide the products at low price as
compared to other competitors. It can be seen that when the business is doing good in its field
then it will be able to contribute more to the improvement. As well the level of efficiency will
also be improved and the coordination among employee’s personality and skills. In addition to
this, productivity in business is considered to be essential and is attainable over the optimisation
of various processes, investment in know-how, invention, and also by achieving commitment
from employees to improve quality work. Due to the right combination and with clear strategy in
place, the business will automatically grow and prosper.
1.2 Problem statement
Low productivity is one of the main issues for the retail companies which leads to bring less
involvement of the customers with the company. The level of productivity is directly connected
with the efficiency of the production of the goods and services. Nowadays the companies are
adopting new technologies and ways so that they can deal with the competition in the market.
But sometimes to implement the digitalisation can be a complex process as there is lack of
strategy in the company as it is must to have a proper set of strategy in order to achieve the
desired targets of the company. Also, the technology is complicated in nature therefore, it can be
major issue for the company undergoing the digital transformation. In some cases, it can also be

seen that employees also resist the changes as they enjoy the things doing in old ways. Moreover,
the companies lack of proper IT skills as it requires a team whose main goal is to attain the
digital transformation. That is cybersecurity, software integration, data migration and many
others. Moreover, it is not a basic investment that is why the companies are to take care of all the
other expenses so that everything will be managed easily. The goal of this study is to highlight
the application of rapidly evolving digital technology in various situation that is crisis
management. The role of digital technologies in crisis management will also be emphasised. This
study can be used anywhere in the world, but it is aimed at people who are concerned about the
crisis management of the chosen organisation (Young, 2020). A business crisis is defined as an
occurrence that has a significant impact on a company's success while also having the potential
to harm the company's reputation and operations. A corporate crisis can come from the outside or
from within, which is why contingency planning is so important. A crisis is a scenario that
affects employees, customers, the company, stakeholders, and revenue. As a result, crisis
management is seen as a crucial component of public relations. The retail industry as a whole
must take into account a wide range of external factors. Covid-19, for example, has experienced
a loss in the year 2020 due to an unanticipated tragedy. In this industry, there is a clear
correlation between implementing new digital technologies and crisis management. Because
digital transformation necessitates the use of a variety of tools, there is a clear link between
integrating new digital technologies and crisis management in the hotel industry. As a result,
digital transformation necessitates the integration of digital technology across departments.
1.3 Aim and objectives
Aim
“To analyse the long-term effects of digital era on the productivity of the business”: A study on
Morrison’s.
Objectives
 To determine the importance of the digital era in relation to the performance of the
business.
 To evaluate the digital technologies adopted by organisation to manage productivity at
workplace.
 To find out the challenges faced by Morrison’s while using digital technologies for
managing level of productivity within an organisation.

1.4 Research Questions
 What is the importance of the digital era in relation to the performance of the business?
 What are the technologies adopted by organisation to manage productivity at workplace?
 Explain the various challenges faced by Morrison’s while using digital technologies for
managing level of productivity within an organization?
1.5 Research Significance
The problem is related to the level of productivity that issue can take place due to various
reasons that is inadequate training of the employees, no proper direction, no balance between the
operations, not making much use of technology and many others. By highlighting the importance
of the digital era in the field of performance of the business in the research. There will be more
understanding of the digitalisation with its technologies adopted by the company for the purpose
of managing the performance of the productivity in the business. Specially the research will help
the various segments of the society and with the help of exploration of the study on the value of
digitalisation in the field of the performance of the business, various challenges faced by the
chosen company and along with the technologies adopted by them so that productivity can be
improved (Wan and Liu, 2021). That is why the research will provide valuable information to be
considered while making use of digital technology in the company. The primary purpose of this
study is to gain a better understanding of the retail industry in order to better understand the
challenges it faces in the case of a Covid 19 pandemic. The primary goal of this research is to see
how the global pandemic has affected workplace behaviour in the aftermath of the Covid-19
epidemic. Most businesses have effectively adopted and accepted remote working to boost their
employees' and organisations' productivity and effectiveness. Covid-19 is the current scenario
and a major topic on which research and activity can be successful and provide solutions to the
organisation. I've learned new skills, such as research and communication, and I've improved on
old ones, such as problem-solving and time management. In terms of data gathering
methodology and verification of the content provided in the Research report, I observed gaps in
the literature. This study report will help both the investigator and the organisation performing
the investigation. This can aid in the development of various crisis management plans.

2 Literature Review
Theme 1: The importance of the digital era in relation to the performance of the business
This theme will discuss the importance of the digitalization in relation to the level of
performance mainly in the business. According to Purwanto and et.al., (2019), as it is known that
the digital era has helped the companies in order to elevate the level of production of the good or
services. And with the help of technology, the businesses get the chance to feel the rapid growth
in the market. Now the companies can make better connections by sharing their ideas and the
topic of internet advertising and its appeal in the UK retail sector will be discussed in this issue.
Digitalization is rapidly gaining popularity in the industry and is quickly becoming one of the
most important components in a company's success. Digitalization is one of the most important
components in developing customer interactions since it provides clients with unique knowledge.
Customers are targeted in this way to guarantee that the right people get the right message at the
right time. The organization will be able to project and promote its services in the market with
the help of internet marketing. Social media, videos, advertisements, email marketing,
sponsorships, sponsored promotions, and a range of other strategies could be used by the
organization.
Theme 2: The digital technologies adopted by organization to manage productivity at
workplace
This theme is aimed to explore the digital technologies adopted by the organisation in order to
manage productivity at workplace. The banking business is needed to develop goals in order to
satisfy client expectations, and it is compelled to do so. They will be able to improve their work
performance by defining corporate goals. As stated by Masitoh, (2019), digital technologies have
a number of advantages, one of which is that users may readily acquire information (Nayal, and
et.al., 2022). Customers can easily click to acquire answers to their questions about the bank and
its operations. Customers will be able to find out about service characteristics, price, and other
facts. To deal with the covid-19 pandemic, the retail industry has a range of procedures in place.
In recent months, for example, the such companies have seen a reduction in sales and revenue
generation. They are well aware of the current status of Covid-19, which is out of control due to
the external business environment, and no one can help. As a result, the company has decided to
use Covid-19 to make changes to its business model and practises in order to save money and

transform its human resource management into strategic human resource management. By
simply adopting new technologies in their hotel and modifying their decision-making procedures
and data analysis, they were able to improve customer experiences.
Theme 3: To find out the challenges faced by Morrison’s while using digital technologies for
managing level of productivity within an organization
This theme highlighted the various challenges faced by the company while using digital
technologies for managing level of productivity within an organisation. During the covid-19
pandemic crisis, the retail industry has a number of issues (Martínez-Caro and et.al., 2020). As
presented by Kożuch (2021), reduced sales and revenue are one of the issues, implying that less
individuals prefer hospitality services in the covid-19 era than in the pre-covid-19 era. This is
due to the fact that the majority of people are becoming more health conscious and are hesitant to
use outside services. As a result, the hospitality industry has seen a drop in sales and revenue. As
a result of Covid-19, numerous business consequences are being implemented in order to
improve performance, as the pandemic has caused the entire market to be disrupted. Covid-19
was a difficult occurrence for most individuals because it changed their entire lives, and
management had to suffer as a result. They will suffer in a variety of ways as a result of the post-
COVID business climate. As a result, the management of the organisation expects more from
transformation programmes in order to improve and speed up operations. In addition, the
corporation can amass expertise and other organisational resources, opening up plenty of
possibilities. In order to maximise productivity during the crisis, it is critical to handle the hotel's
crisis appropriately and efficiently using effective and efficient operations and human resource
management methodologies. The significance of crisis management stems from the fact that it
can aid in the productivity, sales, and revenue growth of the company (Li, Dai and Cui, 2020).
Covid-19 has turned the world on its head and altered how people conduct business. It also has a
negative impact on people's careers, health, and happiness, as well as their families.
Methodology
Research methodology is defined as a set of strategies or procedures that aid in the selection,
identification, processing, and analysis of relevant data for a certain research topic. It is mostly
concerned with how a researcher would plan the research in a methodical approach in order to
assure trustworthy and valid results that aid in better addressing the research aims and objectives.
The research methodology usually includes an explanation of the procedures that were employed

to produce the following outcome. The research onion is a useful framework that aids in the
development of a research methodology for a specific study. It divided the research process into
sections to make it easier for the researcher to collect and analyse data in a more efficient
manner. The research onion is used in the following research to define the methodologies that are
used, which are explained below:
3.1 Research Philosophy
The approach of collecting and analysing information and data based on knowledge,
assumptions, and the nature of the research is referred to as research philosophy. It aids
researchers in dealing with the specific method of knowledge development (Morgan, 2018). It
can be classified into two categories: positivism and interpretivism. The researcher chooses
positivism for the following study since it aids in the collection and analysis of quantitative facts
and information. This perspective is more dependable, which contributes to the research's overall
value and effectiveness (Jayasooriya and Yatigammana,2021).
3.2 Research Approach
The procedures and strategies for research that define specific phases of broad assumptions in
order to detail the methods of data analysis, interpretation, and collecting are referred to as
research strategy. Inductive and deductive research approaches are the two sorts of research
approaches. The researcher uses a deductive research strategy in the following study since it aids
in the development of hypotheses based on existing theory. This method is both cost and time
effective, allowing researchers to complete their research in less time and at a lower cost.
3.3 Research design
A research design provides the researcher with the framework for the market study. The
researcher will have complete freedom to employ whatever approaches are most relevant for the
problem at hand. It's also well-defined, thanks to the researcher's selection of backdrops.
Exploratory and descriptive research are the two forms of research. The descriptive design was
chosen for the project since it aids in accurate information appraisal. The exploratory design will
not be used for the study because it only focuses on research issues in the early phases of the
investigation (Ibrahim and et.al., 2022).
3.4 Data Collection
The researcher will use both primary and secondary sources to gather information for this
investigation. This is due to the fact that it will assist the investigator in completing a thorough

inquiry. Primary data relates to new information in the research, whereas secondary data refers to
information gathered from external sources. Main data will be collected via questionnaires, while
secondary data will be collected using books, periodicals, and online articles. In order to conduct
their inquiry in a sound manner and achieve their aim, the researcher will collect a great amount
of data using either technique (Eriksson, Hermansson, and Jonsson, 2020) .
3.5 Sampling Technique
Sampling is a strategy for selecting participants from a large group of people for a study.
Probability sampling and non-probability sampling are the two types of sampling methods. For
their research report, the researchers will use probability sampling in the current experiment.
This will aid in the fair conduct of the investigation because each responder will have an equal
chance of being chosen (Borges, and et.al., 2021).
3.6 Data Analysis
Data analysis is a procedure used in research with the primary goal of analysing the data
gathered. This is one of the factors that aids the researcher in reaching proper findings inside the
research so that the research objectives are met. Two types of data analysis include thematic
analysis and frequency distribution tables. In the current investigation, the researcher will use a
frequency distribution table to correctly analyse the data. This technique was chosen because it
will produce statistical data that is pertinent to the study's topic (Hsieh and Wu, 2019).
3.7 Timeline
A timeline is the time period provided to the researcher to oversee the overall research as well as
all research activity (Akrim, M., 2018). The two most prevalent types of studies are longitudinal
and cross-sectional. In the current inquiry, the researcher will use a cross-sectional time horizon
to deal with diverse dimensions inside the research at the same time. This research schedule
focuses on completing numerous tasks at once in order to reduce research delays and make it
easier for the researcher to fulfil research objectives.

3.8 Ethical Consideration
All of the chosen applicants will give consent to guarantee that the research is carried out in an
ethical manner (Ahmad and et.al., 2021). Because it will show their enthusiasm to take part in
the survey. Data protection regulations will ensure that the applicants' personal information is
protected. It might also be said that research ethics is the most critical part of any study that
requires careful consideration. Ethical considerations are ethical measures that are used in
research to guarantee that the study is conducted ethically. Several ethical considerations are
used in the research to guarantee that the research objectives are properly addressed and that
non-representative procedures are avoided. Informed consent is sought in this study to prevent
problems with obtaining primary data. Individual feelings, on the other hand, are ignored while
collecting data using primary research methods.

References
Books and Journals
Ahmad, M.F., Dayem, J., Mat Noh, N., Goo, J.J. and Kereshanan, M., 2021, October.
Transforming Real Time Drilling Operation Center into a High-Performance Enabler in the
Digital Era: A Brunei Case Study. In SPE/IATMI Asia Pacific Oil & Gas Conference and
Exhibition. OnePetro.
Akrim, M., 2018, July. Media learning in digital era. In 2018 3rd International Conference On
Education, Sports, Arts And Management Engineering (Icesame 2018) (pp. 458-460). Atlantis
Press.
Borges, A.F., Laurindo, F.J., Spínola, M.M., Gonçalves, R.F. and Mattos, C.A., 2021. The
strategic use of artificial intelligence in the digital era: Systematic literature review and future
research directions. International Journal of Information Management, 57, p.102225.
Eriksson, K., Hermansson, C. and Jonsson, S., 2020. The performance generating limitations of
the relationship-banking model in the digital era–effects of customers' trust, satisfaction, and
loyalty on client-level performance. International Journal of Bank Marketing.
Hsieh, Y.J. and Wu, Y.J., 2019. Entrepreneurship through the platform strategy in the digital era:
Insights and research opportunities. Computers in Human Behavior, 95, pp.315-323.
Ibrahim, M., Karollah, B., Juned, V. and Yunus, M., 2022. The Effect of Transformational
Leadership, Work Motivation and Culture on Millennial Generation Employees Performance of
the Manufacturing Industry in the Digital Era. Frontiers in Psychology, 13, pp.908966-908966.
Jayasooriya, S.D. and Yatigammana, M.R.K.N., 2021. Conceptualization of Digital Marketing
Orientation on Business Performance of Small and Medium Exporters in Digital Era: With
Special Focus on Export Market Orientated Behavior.
Li, Y., Dai, J. and Cui, L., 2020. The impact of digital technologies on economic and
environmental performance in the context of industry 4.0: A moderated mediation
model. International Journal of Production Economics, 229, p.107777.
Martínez-Caro, E., Cegarra-Navarro, J.G. and Alfonso-Ruiz, F.J., 2020. Digital technologies and
firm performance: The role of digital organisational culture. Technological Forecasting and
Social Change, 154, p.119962.
Nayal, K., Raut, R.D., Yadav, V.S., Priyadarshinee, P. and Narkhede, B.E., 2022. The impact of
sustainable development strategy on sustainable supply chain firm performance in the digital
transformation era. Business Strategy and the Environment, 31(3), pp.845-859.
Wan, W. and Liu, L., 2021. Intrapreneurship in the digital era: driven by big d
Young, M.M., 2020. Implementation of digital‐era governance: The case of open data in US
cities. Public Administration Review, 80(2), pp.305-315.