Business Research Project: Digital Technology and British Airways

This business research project investigates the influence of digital technology and high-tech remote-controlled devices on enhancing the growth and profitability of British Airways. The project includes a comprehensive literature review, focusing on the impact of digital technology on business organizations and their growth, along with personalized experiences, data analysis, communication, data protection, and brand management. The methodology outlines the research design, philosophy, strategy, data sampling, and ethical considerations. The project aims to understand the impact of high-tech devices, assess the requirement of digital technology, evaluate the need for digital disruption, and identify devices that influence profitability. The project also covers data collection, analysis, and presentation, concluding with recommendations for further research, and includes a personal reflective statement.

Business Research
Project

Table of Contents
RESEARCH TITTLE......................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Research Proposal............................................................................................................4
Project Description (Overview).........................................................................................4
Research Aims and Objectives..........................................................................................5
Cause of Research..............................................................................................................6
Activities and Timescale....................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
2.1 Introduction......................................................................................................................8
2.2 Literature review..............................................................................................................8
CHAPTER 3: METHODOLOGY.................................................................................................14
3.1 Type of Research Design................................................................................................14
3.2 Nature of Research.........................................................................................................15
3.3 Research Philosophy......................................................................................................15
3.4 Research Strategy...........................................................................................................16
3.5 Data sampling.................................................................................................................16
3.6 Data Analysis..................................................................................................................16
3.7 Ethical Consideration.....................................................................................................17
CHAPTER 4: DATA COLLECTIO AND ANALYSIS...............................................................17
4.1 Data collection................................................................................................................17
4.2 Data Presentation, analysis and Discussion....................................................................17
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................21
5.1 Conclusion......................................................................................................................21
5.2 Recommendation............................................................................................................21
CHAPTER 6: PERSONAL REFLECTIVE STATEMENT..........................................................22
6.1 Areas for further research...............................................................................................22
REFERENCES..............................................................................................................................23
APPENDIX A................................................................................................................................25
APPENDIX B................................................................................................................................31

Research Ethics Approval Form....................................................................................................34

RESEARCH TITTLE
“To investigate the influence of digital technology and high-tech remote controlled
devices on enhancing growth and profitability of business: A case study of British Airways”.
CHAPTER 1: INTRODUCTION
1.1 Research Proposal
Project Description (Overview)
Digital technology can be referred as the electronic technologies which stores generates
and processes the information or data in regard of two state non-positive and positive. Digital
technology has revolutionised the method of conducting business activities through enabling
platform to large businesses to compete with large enterprises. The explosion of digitalisation is
adopting, developing and mutating rapidly that company can access the growth and progress in
significant way (Thomas, ed., 2011). There are endless potential methods through which an
organisation can access and structure their working styles in recent scenario. Owners of either
large organisations, need to undertake the technology implementation in the process of planning
for streamlinked integration in order to make room for further expansion. This assist the owners
of business in operating the business activities along with using more efficient technologies
available. Digital technology is not even proven to the structure and functions of business but
also is effective for different divisions of enterprise such as marketing, HRM, finance,
accounting etc. Different techniques and tools are offered, attempted, designed and involved in
structure and different procedure of business organisation in order to meet different outcome.
This shapes the vision, mission along with track the activities functioned in business directing
toward success and enabling more achievement (BRITISH AIRWAYS TRANSFORMS
INTERNATIONAL BOARDING EXPERIENCE, 2017).
Both term digital technologies and digital disruption might seem similar but have
different existence. Digital technology refer to to the technological advancement from analogue
to mechanical device which is present as digital technology in the recent era. Whereas, digital
disruption can be referred as the change or modification which incur when new business models
and digital technologies affecting the value proposition of company's existing services and
products. Through opting digital technologies, organisation, whether large companies can easily
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accelerate their growth and development of business organisation. The benefits are employed by
various groups, division and activities of business organisation of all categorises, groups and
industries. British Airways is the largest airline enterprise in entire UK and the flag carrier
(Verzuh, 2015). This is also enlisted as second largest company in terms of measuring
passengers number carried out by company after EasyJet. The company was merged with Iberia
in the year 2011 in January. British Airlines combining various assets of British European
Airways and British Airways Corporation who were initially formed in 1953. It was formed after
the creation of British Airways Board in 1974 who was formed through British state to maintain
the two nationalised corporations of airlines. This report will develop a proper analysis of impact
of those digital technologies and high-tech remote controlled devices over the activities of
business organisation in British Airways. In order to target their potential clients and providing
proper consumer satisfaction, company has carried out new technologies and advanced services
and products emphasising the business revenues (British Airways takes child’s perspective for
latest digital campaign, 2013). After including high technology within the enterprise framework,
organisation has observed that this not only assist in meeting market share, but also enhance
productivity of services, attracting potential clients, arranging and managing service users along
with meeting their determined outcomes in more significant manner (Viaene and Van den
Bunder, 2011). Adopting new techniques into the business of British Airways has enhanced their
employee working productivity and performance of worker that can lead to better culture and
mind-sets in regard of facing real change.
Research Aims and Objectives
This is one of the significant part of research that is fundamental for a researcher to
follow while developing an authentic and structured research report. The major aim of this
research is “To investigate the influence of digital technology and high-tech remote controlled
devices on enhancing growth and profitability of business: A case study of British Airways”.
Objectives of Research: Research objectives helps in achieving the business objectives
helping an enterprise in achieving the basic outcome of research projects in more efficient
manner. Here are framed the key objectives behind aiming over the specific mentioned aim:
 To understand impact of high-tech remote controlled devices on business organisation
and their growth.
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 To ascertain the requirement of digital technology in functioning the different operations
of organisation.
 To assess basic need of digital disruption for enhancing growth of British Airways. To evaluate recommended high-tech remote controlled devices that influence the
business profitability and lead to development.
Research Question:
 How the business organisation and its growth is affected by high-tech remote controlled
devices?
 What are the requirements of digital technology for proper functioning of different
operations of business?
 What are the basic need of disruption of digitalisation for growth enhancement in British
Airways?
 Which are the high-tech remote controlled devices that influence profitability and
productivity of business leading British Airways to success?
Cause of Research
In order to survive in competitive business industry, business organisation require proper
edge to survive in the industry. New structure and process need businesses to be consumer-
oriented agile, efficient, innovative and most essentially aligned with the future and present
consumer requirement (Lai, 2011). Digital transformation is not only stage of development, but
also helps in meeting the business objectives. Technology has significant impact on the operation
of business. Hence, the major cause behind developing this research project over this topic is:
 The significance of digital technology has been increasing in the market over the decades.
Hence, the companies have been disrupting their basic system and procedures into more
digitalised way from past few decades. Hence, this project development over this change
was more effective rather than other in context of company.
 On the other side, developing a project over the basics of digital technologies along with
their impact over the business activities is more knowledgeable and informative as this
can provide awareness in regard of new trends (Yoo, 2013). A researcher can enhance
their concept of definite area along with achieve more expertise in digital technologies.
This is another cause behind adopting it as the research project.
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 Digitalisation has not only one but versatile usage within the working enterprise which
can assist an individual in establishing effective communication among clients and other
consumer and enhance the operations efficiency of different enterprises (Digital strategy
and capabilities to win in a digitized world, 2017). In addition, class relation and business
culture can be conveyed that can also be used for financial division of organisation that
can lead to more. Hence, it has varieties of use in the different sectors and departments of
working company. Therefore, investigator has chosen this as their research tittle.
The above-mentioned causes represents why investigator has selected this research topic
for the future purposes (Taneja, 2011). The analysis of technological development in British
Airways can satisfy their requirements and demands of enterprise along with leading to proper
outcome in organisation.
Activities and Timescale
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Disruption of digital technologies in business organisation is trending in the recent
scenario of industry. This can be considered as the general but required for regular basis within
the enterprise. Main cause behind the digital disruption is continuous and rapid technology
advancement and globalisation that allow the models of new business to be established at
incremental rate along with rapidly decrease prices. Hence, British Airways has been stressing
over use of digital technologies which can lead to more achievement and success within the
airlines industry. In this discussion, scholars and authentic research will be evaluated in the
previous in order to frame suitable outcomes and finding in more significant style. For this
purpose, they will evaluate major research journals, books, articles and research plans which has
been undertaken that needed to evaluate through the different study of information and data.
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2.2 Literature review
1. Impact of digital technology on business organisation and their growth
As per the Mowlabocus (2016), the digital technology rise has paved the various
innovation in the way of organisation. With the help of this, more and more commercial entities
are rapidly leveraging their digital tools benefits to develop their basic prospects. This has
become more crucial process to accomplish the success within an enterprise. The term
digitalisation has been incurring in entire around the business industries affecting the activities
and growth of companies exchanging the values and functions of company. There are various
types of growth and innovation that can be adopted through the assistance of various business
models that help in reducing the costs. Here are mentioned the major areas discussing the ways
through which this technology is leading to growth:
Personalized Experience: As per the point of view of Chrisos, (2018) personalization is
identify as an effective and essential form of new technology which will assist British Airways to
increase their customer connections. High-tech remote controlled devices have already been
established that display visitors how a service look in their space. It will help them an
organisation to improve their growth and development within airline industry.
Droves of data: Modern and advanced technology allows marketers in order to gain a
large amount of knowledge and information regarding their clients. However, British Airways
need to understand how, when and where to use that information. According to the Clodagh
O'Brien, (2018), there are different and essential ways to accomplish this such as: knowing
which type of metrics are most essential to business growth, understanding which channels of
customer are going to pay off and many other. All these are identify as main part for the growth
and development of company within predetermined time period. Instant Communication: Business has been assisted in better level or standard of
communication with potential consumer which has helped in conveying and marketing
message within enterprise. Social media activities and other channels can build two wat
communications within the working enterprise. Data protection and content overload: Through the help of digital technology,
organisation can be reaching the channel of distribution along with protect the
information or data of enterprise (Chaffey, 2015). This has disrupted more creativity and
prospects of marketing message across consumer. Also, management and administration
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division is facilitated more information and data that can lead to more protection and
confidentiality in organisation. Foster Intimacy: Business can earn more enormous number about consumer's potential
associated with the information which can lead to more accumulation. Through the help
of digital technology, organisation can maintain more work efficiency and foster intimacy
among firm that lead to growth and nourishing working environment.
 Brand Management: Through adopting digital technologies in the practices of marketing
and promotion, a company can lead to more branding activities and builds recognition of
enterprise in the global market (BRITISH AIRWAYS TRANSFORMS INTERNATIONAL
BOARDING EXPERIENCE, 2017). Organisation can manage or create their different
brand recognition through utilising appropriate tools and techniques of digital technology
as their means of communication. There are various enterprises including British
Airways, Marks and Spencer, Tesco, L'oreal etc. which are constantly opting these tools
and techniques.
As per Aldoy and Evans (2011), There are various benefits which such technologies are
rendering to the organisations or commercial industry over last few years. Hence, firm need to
operate various practices and activities within the organisation for achieving their business
objectives. Whether extensive organisations or enterprises, there are several benefits which is
rendered by digitalisation disruption leading growth and development. Overall, digital
technologies is leading to more advantages and benefits along with uplifting organisation's
market situation.
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Illustration 1: Financial increment due to digitalisation of BA
Source 1: Financial increment due to digitalisation of BA, 2017
This can be affirm from the above mentioned graph that due to the advanced and high
technology, British Airways has experienced successfully changes within the competitive
marketplace. As per the illustrated ratio of financial data of BA, this can be examined that in
comparison to 2010 data, the company has risen drastically which is considered one of the
largest UK airways company (British Airways Plc: Annual Report and Accounts 31 December
2016, 2017). Hence, this can be claimed that digital technologies lead numerous positive benefits
to the company.
2 Requirement of digital technology in functioning the different operations of organisation
According to Morgan and Pritchard (2012), this has been seen that each and every
business industry, expectation of consumer is increasing in both direct and indirect way in regard
of productivity, convenience, accuracy, speed along with services and products of enterprise.
Digitalisation, on other other hand, has experienced the business organisation a break rendering
more ease in managing operations and reaching their target of enterprise in more significant
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manner. Indeed, digital capabilities are quite advanced and new for then, but companies are now
balancing more less investment in the operations of organisation. Hence, as per the studies,
digital technologies have become as requirement of companies for leading toward more
efficiency and productivity. No business organisation nowadays can function without disruption
and utilisation of such activities within the company. Digital transformation cannot be eliminated
as this has become the priority and major demands of buyers. Digital technology is highly
required by the each and every organisation for maintaining long run sustainability at
marketplace. There are some points which show digital technology is highly needed by the
British Airways. Few are determined as under:
Improved Productivity: British Airways decide to implement High-tech remote
controlled devices at their workplace. This devise help an organisation to improve their
productivity and profitability level by providing better and quick services to the visitors at
affordable price. According to the Don Q. Dao, (2018) each and every business is looking to
enhance its productivity or performance. One way to accomplish this goal and objective is by
implementing advanced technology that can support their workers to collaborate, work and
communicate better way.
Digital technology improve the customer experience: In competitive business world,
knowingness regarding visitors is more essential for the British Airways. It is a role of company
to provide strong experience to the customers which is necessary for the organisation to sustain a
successful business operations at large scale. Thus, it is needed by the company to improve their
business operations and activities within preset time duration. Effective Communication: Digital technologies support effective, interactive and two-
ways communication along with supporting the consumer the opportunity of responding
and rendering feedback to the working organisation. Ease in Operating Activities: Digitalisation assist each and every business organisation
in functioning their business operations in effective manner. Through the assistance of
disruption of digital technologies, more security can be managed along with productive
and quick management of implied operations.
 Safety and Security Management: Through the help of this, company can manage more
safe protection system for organisation as well as employed worker assuring the
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