Appraisal of Digital Technology's Impact on HR Practices at Amazon

This report proposal investigates the impact of digital technology on HR practices, with a specific focus on Amazon. It explores the theoretical background, research objectives, and research questions related to the influence of digital tools on HRM. The proposal outlines the methodology, including research approach, type, philosophy, data collection methods, and ethical considerations. It aims to understand the concept of digital technology, examine its impact on HRM, identify challenges faced by HRM in implementing technology, and suggest ways to overcome these challenges. The report discusses the justification and context of the research, highlighting the importance of technology in modern HR practices, particularly in areas like communication, data analysis, and efficiency. It anticipates findings related to the benefits and drawbacks of technology in HR, challenges such as data security and ROI, and the need for employee training. The study intends to provide insights into how digital technology is reshaping HRM, and the implications for managing the workforce, ultimately contributing to the effective implementation of technology within HR departments.

TOPIC Submission Coversheet
PROPOSAL TOPIC
and (if you have it)
Title/Top Level
Research Question
 TOPIC
An appraisal of the impact of digital technology upon
HR practices in managing people within the retail
industry. A study on Amazon.com Inc .
Module Title
Business and Management Dissertation:
PART 1 (proposal 3000 words)
Academic Declaration:
Students are reminded that the electronic copy of their essay may be checked, at any point during their degree,
with Turnitin or other plagiarism detection software for plagiarised material.
Word Count 3012

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................3
2. THEORETICAL BACKGROUND AND RESEARCH FOCUS...............................................4
2.1 Aim of the research project....................................................................................................4
2.2 Research Objectives and Research Questions.......................................................................4
2.3 Understanding the concept of digital technology..................................................................4
2.4 Analysing the impact of digital technology on HR p............................................................5
ractices.........................................................................................................................................5
2.5 Challenges faced by HRM in implementing technology for managing people.....................6
3. JUSTIFICATION AND CONTEXTUALIZATION..................................................................7
4. METHODOLOGY......................................................................................................................8
4.1 Research approach.................................................................................................................8
4.2 Research type.........................................................................................................................9
4.3 Research philosophy..............................................................................................................9
4.4 Data collection.......................................................................................................................9
4.5 Research design and sample..................................................................................................9
4.6 Data analysis........................................................................................................................10
4.7 Ethical Consideration...........................................................................................................10
4.8 Research Limitations...........................................................................................................10
5. FINDINGS AND ANALYSIS..................................................................................................11
5.1 Instrument used....................................................................................................................11
5.2 Sample size..........................................................................................................................11
5.3 Questionnaire.......................................................................................................................11
5.4 Choice of method.................................................................................................................11
5.5 Ethical consideration...........................................................................................................11
5.6 Research findings.................................................................................................................13
5.7 Findings of data...................................................................................................................16
5.8 Analysis of data...................................................................................................................26
CONCLUSION..............................................................................................................................28
RECOMMENDATIONS...............................................................................................................29

REFERENCES..............................................................................................................................31

1. INTRODUCTION
Technology is embryonic rapidly as it affects HRM practices and performance conduct to
manage staff and their performance as well. The usage of technology in the HR practices keeps
the contact with employees, storing files along and analysing the performance. If used well, it
will then be very useful in efficiently carrying out the business practices. The introduction of
digital technology will provide support to the HR department in providing better and improved
services. Both the line managers and HR is having core interest in the success of the
organization. The IT tools will help in supplement management along with enhancing the
performance and effectiveness, which will consequently lead to the success of the business. In
the current business situation, the requirement of technology is a must. This research analyses the
impact of the digital technology over the HR practices pertaining to managing people (Hindle
and et.al, 2021). This study is important as it outlines how human resource management
activities are affected due to digital technology. Moreover, the topic is essential because it helps
to determine the impact of digital technology upon practices as well as activities of HR
management work within, in order to manage the performance of staff members. This research
study will provide insight about the challenges being faced by HRM in order to effectively
manage the staff and the ways through which challenges can be overcome. Along with that, it
will provide knowledge upon the various implication of the digital technology on the HR
practices.
2. THEORETICAL BACKGROUND AND RESEARCH FOCUS
2.1 Aim of the research project
The aim of this study is to investigate the effect of digital technology upon the HR
practices.
2.2 Research Objectives and Research Questions
Research objectives
 To understand the concept of digital technology.
 To examine the impact of digital technology upon HRM
 To ascertain challenges that human resource management face for managing staff
performance.
 To suggest ways through which challenges may overcome

Research questions
 What do we understand by concept of digital technology?
 What are the different impacts of digital technology on practices of human resource
management conduct in context of managing staff?
 What are varied challenges HRM faces in implementing technology in managing
employees within Amazon?
 What are the possible ways through which HRM in Amazon could overcome challenges?
2.3 Understanding the concept of digital technology
According to Scherer, Siddiq and Tondeur, (2019) digital technology includes electronic
systems, resources, tools and devices that process data and use to manage current practices of
any business. It is a combination of different electronic equipment and applications. It can be
used for different purposes such as for managing the performance and acts of businesses as well
as workers in systematic manner, which is very important to do, in order to get further benefits.
In recent times, the above term is known to consist of working principles, procedures and
standards applied to technology standard. It is also known to boost the entire creativity degree,
along with process of data sharing and managing staff performance. It brings a lot of advantages
for companies in today’s competitive environment for example, managing and improving
employees’ activities.
Zaid, Jaaron and Bon, (2018) stated that digital technology has a positive impact upon
human resource management practices and decision-making, in relation to managing
performance and growth of workers, which is quite important in term of improving abilities and
increasing productivity even better. It allows HRM to manage the performance of workers in
systematic manners, and also by using digital technology they can be trained accordingly which
is really effective and useful approach (O’Leary, 2021).
2.4 Analysing the impact of digital technology on HR p
ractices
The emergence of technology has changed the every aspect of working and it is not
surprising that it has a huge impact over the HR as well. As per Papa and et.al., (2018) the most

common benefit of digital technology is bridging the communication gap. It has made very easy
for the HR to communicate the things within seconds through emails, text messages or with other
messaging applications. The organizations make use of such applications as the fixed medium
for the purpose of communication. However, it is also very obvious that every technology has its
benefits and drawbacks. Under the situation of urgency, technology might prove to be a time-
consuming process as the information which will be shared on the two-page email can be easily
communicated verbally. This is because it is considered to be the best way to communicate
which is due to the fact, that one can easily interpret the facial expressions and provide more
chance to ask questions.
As per the view of Wang and et.al., (2017) the digital technology is also helpful in
effectively analysing the data of the employees, as the reports can be prepared with just few
clicks. The companies are having certain criteria based upon which, it is determined whether the
employees are meeting with the desired goals or not. The availability of the various application
has made the process easier to monitor and analyse the performance. But on the other side, it is
important to make a note of the other aspect as well. There are some issues where even
technology requires human judgement. The author further added that the advancement in the
technology is just a tool which will help in improving and complement the HR functionality.
One might argue the cons of excessive usage of technology but the pros over-weigh the
negativity. As defined by Reis and et.al., (2018) technology is the most crucial way to enhance
the efficiency. The usefulness of the latest technology helps in creating harmony in the
organization and among the employees. The data is being made easily available in case one
needs it and along with that, the HR time which was earlier invested more in administering the
tasks are now invested in the issues which requires more attention. This is turned out to be the
positive impact, as the HR are no longer required to struggle through the piles of papers,
messages can be easily drafted. But the only thing that is required to be taken into account is
improvement in the skills and the ability of the HR personnel in using the technology.
2.5 Challenges faced by HRM in implementing technology for managing people
The HR technology implementation is inevitable but there are certain challenges or
barriers that the organizations faces pertaining to the implementation of the HR technology. As
stated by Al Shobaki and et.al., (2017) one of the challenge is the security of data concerns. The
usage of technology has raised various issues in respect to the HR department and handling the

information of its employees. By having the information or the data stored on the online
platform, the organizations are exposed to various risk. Thus, in order to introduce technology
within the organization it is important to understand the implications of it and proper research
and measures should be undertaken. Along with this, Kohnke (2017) emphasized that before
introducing new technology within the HR practices in order to effectively and efficiently
managing the employees, it is crucial to undertake research, in respect to the selected technology.
This will ensure it meets the requirements for which it was being selected. In case it fails to meet
with the proposed objective, then it will be of no use and will be just a waste of money. It might
be difficult to determine return on investment (ROI) with the human resource technology. It can
be challenging as mainly because the HR is a support function. The HR technology
implementation results into cost savings and other quantifiable benefits but it is crucial to define
these parameters in advance, before implementation.
According to Van Mierlo, Bondarouk and Sanders (2018) it is important to understand
that by merely introducing the technology, is not enough, the organization is required to
understand whether the employees are having the required skills and ability to effectively make
use of the technology and in case, if the staff is not having the required skills then the
organization might be required to provide training to them in order to make them familiar with
the technology. In order to do this, the organization would be required to incur additional
expenditure pertaining to providing training to HR personnel. Further, if the HR department fails
to make use of the technology effectively then this might result into improper management of the
employees. Along with this, it might create complexity in terms of managing people. Therefore,
these are some of the major issues or the challenges which the HR department should consider in
regard to the implementation of technology in the HR practices, leading to better management of
people. Both pros and cons should be studied in order to undertake the right decision.
3. JUSTIFICATION AND CONTEXTUALIZATION
HR technology implementation in the organization will allow the managers to effectively
and efficiently acquire, collect and deliver the HR information along with communicating the
same with the staff. Automating some of the HR practices, will assist in reducing the quantity of
administrative work, so that the HR can concentrate more on managing the workforce. As per the
2019 HCM trends report by HR Federation, the worldwide human resource technology venture
capital has been $3.1 bn in 2019 and over three times amount being invested in the year 2017.

The usage of Artificial Intelligence (AI) has resulted into making the recruitment smarter
(Michailidis, 2018). The development in the AI technology will help the HR in building job
description or the creation of the resume in less than a minute and can also highlight which
candidate better meets with the desired qualification and skill level. The cloud based HR
solutions also helps in effectively meeting up with the compliance requirement, which has helped
in streamlining the process (MacKinnon and et.al, 2021).The organizations which embraces the
technology for the purpose of compliance, will enable it to come at the top. This will also help in
making recruitment more attractive and reduce retention efforts. Along with this, it helps in
improving the working conditions and enhancing the employee performance, with impact into
increasing sales. These are some of the main facts, that made this research important, regarding
the implementation of digital technology within HR practices.
This research will help in finding answers to the question, in regard to the position of
technology in the HR practices, along with the impacts it has on managing the workforce. It is
important to answer to the research questions, firstly, because the usage of technology in the HR
domain is disruptive in nature and is changing rapidly. Secondly, there has not been done much
research on this topic, which makes necessary carrying out this research. Lastly, but not least,
digital technologies in the HR practices have changed the trends, which makes it important for
getting an in-depth knowledge and understanding about this topic (Rana and Malik, 2017).
The human resource technology has provided managers with all the relevant and meaningful
decision-making tools, which provides them assistance pertaining to undertaking value added
decisions. Achieving a strong relationship between the HR and technology, can support the
organization in accomplishing its objectives, through strategic alignment with the organizational
goals. Providing users with updated and important data reports, and changing the way how the
HR work is being performed, reduces the lead times and expenses and increases the service
levels(Rhodes, 2021)
This research will be based upon the existing evidence research carried out on the related
topic, so that comparison and conclusion from it can be drawn effectively. Also, this will help in
drawing evidence from the previously carried out research, which will help in effectively
determining the aspects which are required to be covered in order to gather in-depth information
pertaining to the topic (Lee, 2021) The researcher will consider the existing data and
information based upon which will build the new conclusion. This research will be completed in

the time frame specified and along with this, it will effectively respond to the current need of it,
which is because the retail industry is expanding rapidly and there is requirement for the
management to implement technology and techniques which will help in making the work easier.
There is an increase in the need to take into account the technology in the business decision-
making and working practices. This makes it important for the researcher to determine and
analyse the key aspects pertaining to the introduction of digital technology on the human
resource practices in order to manage the workforce properly.
4. METHODOLOGY
This chapter represents the research methodology which will be used by the researcher in
order to carry out the study. It incorporates research approach, type, philosophy, data collection,
sampling and analysis.
4.1 Research approach
There are two forms of research approach which is inductive and deductive. In deductive
approach, the testing is being done through the way of testing of theories and it is not applicable
when there is no theory (Zangirolami-Raimundo, Echeimberg and Leone, 2018). The inductive
research approach will be utilized in this research, which is based on the observation and based
upon how theories are formulated. Based on the observation, the researcher will detect the
pattern, and finally ends up with developing a general conclusion. This will help in achieving the
research objectives in a better way.
4.2 Research type
In this, there are basically two forms of research type, one is quantitative research which
deals with the numerical data and statistics, and it also allows to test the hypothesis in a
systematic way through collecting and analysing the data (Mohajan, 2018). The qualitative
research, involves the words and the language, and can also involve observations. For this study,
the researcher will be using qualitative research type which will help in gaining rich data which
will provide an in-depth knowledge and understanding about the topic. Along with this, it will
also help in determining the answers to how and why things happens, thus, effectively allows the
researcher in meeting the research aim.

4.3 Research philosophy
In respect to the research philosophy, there is mainly two forms of it. One is the
positivism, which refers to aligning itself with the methods in relation to the social science. This
research philosophy is associated with the deductive logical reasoning which involves hypothesis
or theories and work in the direction of a particular details. It uses the research data that can be
verifiable (Kaiser, 2021) contrast to it, interpretivism, refers to understanding the behaviour of
the people which cannot be done through numerical analysis. For this study, research will use
interpretivism, in which the researcher concentrates on the meaning that the people bring to the
particular situation, along with the way they used to interpret the surroundings.
4.4 Data collection
For carrying out this study, researcher will be using both primary and secondary research
for the purpose of collection of data. Primary source accounts for gathering of data for the first
time while the secondary data will be collected from the sources like books, journals, blogs,
magazines, published articles, internet sources and so forth. Basically, it uses the data which is
already been derived by the other researcher. Both these data collection method is considered to
be appropriate in order to effectively collect the relevant data which will help in making this
research a success.
4.5 Research design and sample
The research design of this research study will be an online survey which will help in
gathering information about the perspective of the participant in the survey pertaining to the
research objectives. This sample depends upon the data collection from the participants whose
reviews are important for the completion of the study (Holland, 2021)In The simple random
sampling method will be used for selecting the survey participants in this, each participant will
be having equal probability of getting selected. The survey will be conducted within the
organization and the participants will be the 20 HR professionals working within the
organization as they are the one on which the study is being dependent.
4.6 Data analysis
After gathering of the data, for the purpose of analysing it, there are majorly two methods
which is being used. One is thematic analysis, which is useful for analysing the qualitative data.
It is applicable to the set of texts like the interview transcripts. The researcher will analyse the
topic in order to identify the common themes. The other method is Statistical Package for the

Social Sciences (SPSS) which is useful in the quantitative analysis, in order to do statistical
analysis. In this study, the researcher will be using thematic analysis, in which the researcher
will create themes, which will help in reducing the data in an effective and easier way.
4.7 Ethical Consideration
Researcher will work taking into account all the ethical standards which are required to
be complied with, in order to carry out the research in a better and effective way. The research
participants will not be subjected to any harm in any manner and full consent in written will be
taken and it will be in the top priority. Along with that, the researcher will also ensure that the
participants can withdraw from the study if they want to(Helmold, 2021. The researcher will not
be making use of the offensive or unacceptable language in the creation of the questionnaire. The
work of others will be acknowledged with proper referencing. Along with that, a high level of
objectivity is being maintained in the discussion and the analysis.
4.8 Research Limitations
The major limitation pertaining to the research is the sample size which is important for
attaining the desired objectives. The research is not having extensive experience in respect to the
primary data collection, which might result into the flaw in the way of data being collected.
Another limitation is the lack of availability of the previous study on this research topic.
Literature review is an important part as it helps in identifying the scope of work and lack of
research being conducted on the same leads to limited availability of the information.
5. FINDINGS AND ANALYSIS
5.1 Instrument used
To analysis the opinion of overall information in context with analysing the opinion on
the impact of digital technology upon HR practices in managing people with the help of
questionnaires. It is considered as an effective strategy because with the help of this company
can easily evaluate about people’s perception towards other things and how they actually
considers it. All organization uses their method of evaluation but in context with Amazon they
used the method of questionnaires. As it is one of the largest companies with respect to online
shopping so it is important for them to use that method which will be beneficial for them. To
analyse opinions of all individuals it is the only method through which proper evaluation can be
done.

5.2 Sample size
Sample size is mainly defined as the determination of selecting various numbers of
observations which need to be included in a statistical way of sample. It is considered as an
important element of doing research study because with the help of this proper evaluation can be
done. While doing market research there are large number of respondents among which the
survey need to be done so with respect to this Amazon also chose a sample size on the basis of
which they implemented a questionnaire. There are different factors on the basis of which it gets
implemented like population size, confidence level and many more. The sample size of 20 HR
professionals are been chosen from Amazon.
5.3 Questionnaire
It is defined as the format of written specific data which includes different type of
questions in relation with the research topic. It is used as a research instrument which involves
various types of prompts whose main objective is to gather information from each selected
respondent. While designing a questionnaire there are both open ended as well as close ended
questions. It is an effective method to do analyazation because almost all respondents focus on
this way rather than giving their point of views in relation with other things. In context with
Amazon also they used this strategy and according to them as there is large number of
respondents so it was an effective way for them. To evaluate and determine a professional
behaviour as well as their opinions to structure impact of digital technology on certain HR
practices and the challenges which are faced while managing all people in terms of Amazon.
5.4 Choice of method
There are various type of choices which are available for an organization and in
accordance with their company situation they apply that method for analysation. While doing
research on different aspects there are various factors which are considered like on the basis of
validity, reliability and so on. Research methodologies can be quantitative or qualitative in
nature. So, in accordance with this it is essential to choose that method which will be beneficial
for them. In context with doing research for Amazon, thematic analysis is chosen. This type of
analysis is used in the form of qualitative research in which the emphasis is mainly put on
different patterns and themes within whole gathered data.

5.5 Ethical consideration
As per the above research report all the information which have been gathered in an
ethical format along with carrying the assurance in relation with specific research objectives and
is not persuading any kind of negative impact. In terms of the professional point of view, their
opinions and related data details is gathered and not be released as it will be only classifying in
terms of the research purpose to meet the optimum conclusion.
Questionnaire
Q1. Do you have any kind of knowledge or view point in relation with the impact of digital
technology on the retail industry?
a) Yes
b) No
c) Neutral view point
Q2. As per your view point what are the main challenges of implementation of digital technology
in managing people within retail industry?
a) Organisational resistance to changes
b) Lack of clear vision
c) Ineffective gathering of customer data
d) Inflexible technology
Q3. Are your teams collaborating across each function of implementing digital technology?
a) Yes
b) No
c) Neutral view point
Q4. What is the main benefit of digital technology in managing all people of Amazon?
a) Smoother operations
b) More convenient
c) Better customer experience
d) Better communication within all people
Q5. What role is played by HR professionals of Amazon in terms of all HR practices and
managing people within industry?
a) Promoting cordial and self- respect
b) Providing strategic advice

c) Satisfying the individual needs of employees
d) Fair and performance based compensation
Q6. In accordance with your view point and insight what could be the likely impact of digital
technology in managing people within Amazon?
a) Positive
b) Negative
c) Neutral impact
Q7. What changes were implemented in managing staff after the implementation of digital
technology within Amazon?
a) Specific technical training in problem identification
b) Management training upon all HR practices
c) Usage of visual analytics
d) Fundamental actions of successful digital formation
Q8. What could be the phases that can be taken by HR professionals of Amazon to deal with the
negative impact of digital technology?
a) Overcoming resistance
b) Engaging employees
c) Communicating overall changes
d) Implementing changes in phases
Q9. What are the best possible methods that can be applied by Amazon to assure and lead
effective digital technology during the difficult times of managing people?
a) Developing platform strategies
b) Creating of independent teams to avoid bureaucracy
c) Developing clarity and simplicity
d) Leading adaptable leadership
Q10. Do you agree with the fact that all HR professionals played their role effectively while
managing all people upon HR practices after the impact of digital technology?
a) Agree
b) Disagree
c) Neutral
Q11. What are the main success factors behind the implementation of digital technology within

whole industry?
a) Enables accountability
b) Developed simplicity
c) Customer led innovation
Q12. Any further recommendations for Amazon to overcome the challenges of digital
technology along with managing people within whole industry?
5.6 Research findings
In context with the frequency analysis and pie charts the current findings which are been
done in accordance with the perception and view point of 20 respondents that are selected from
Amazon and it is further explained as below:-
Q1. Do you have any kind of knowledge or view point in relation with the
impact of digital technology on the retail industry?
Frequency
a) Yes 12
b) No 5
c) Neutral view point 3
Q2. As per your view point what are the main challenges of
implementation of digital technology in managing people within retail
industry?
Frequency
a) Organisational resistance to changes 5
b) Lack of clear vision 6
c) Ineffective gathering of customer data 3
d) Inflexible technology 6
Q3. Are your teams collaborating across each function of implementing
digital technology?
Frequency
a) Yes 10
b) No 4
c) Neutral view point 6
Q4. What is the main benefit of digital technology in managing all people
of Amazon?
Frequency
a) Smoother operations 5

b) More convenient 10
c) Better customer experience 3
d) Better communication within all people 2
Q5. What role is played by HR professionals of Amazon in terms of all
HR practices and managing people within industry?
Frequency
a) Promoting cordial and self- respect 5
b) Providing strategic advice 4
c) Satisfying the individual needs of employees 3
d) Fair and performance based compensation 8
Q6. In accordance with your view point and insight what could be the
likely impact of digital technology in managing people within Amazon?
Frequency
a) Positive 10
b) Negative 5
c) Neutral impact 5
Q7. What changes were implemented in managing staff after the
implementation of digital technology within Amazon?
Frequency
a) Specific technical training in problem identification 5
b) Management training upon all HR practices 8
c) Usage of visual analytics 4
d) Fundamental actions of successful digital formation 3
Q8. What could be the phases that can be taken by HR professionals of
Amazon to deal with the negative impact of digital technology?
Frequency
a) Overcoming resistance 2
b) Engaging employees 8
c) Communicating overall changes 6
d) Implementing changes in phases 4
Q9. What are the best possible methods that can be applied by Amazon
to assure and lead effective digital technology during the difficult times of
managing people?
Frequency
a) Developing platform strategies 4

b) Creating of independent teams to avoid bureaucracy 5
c) Developing clarity and simplicity 7
d) Leading adaptable leadership 4
Q10. Do you agree with the fact that all HR professionals played their
role effectively while managing all people upon HR practices after the
impact of digital technology?
Frequency
a) Agree 8
b) Disagree 7
c) Neutral 5
Q11. What are the main success factors behind the implementation of
digital technology within whole industry?
Frequency
a) Enables accountability 7
b) Developed simplicity 6
c) Customer led innovation 7
5.7 Findings of data
In accordance with the investigation of data from selected 20 respondents from all
workers of Amazon, usage of subsequent pie charts and frequency table has been made in the
form of a presentation and analysis which is further been explained as below:-
Theme 1: Impact of digital technology on the retail industry
Q1. Do you have any kind of knowledge or view point in relation
with the impact of digital technology on the retail industry?
Frequency
a) Yes 12
b) No 5
c) Neutral view point 3

12
5
3
Column1
Yes
No
Neutral
Interpretation:- As per the current research project it has been evaluated that out of total 20
respondents 12 of them were having the knowledge about the impact of digital technology within
the retail industry where 5 of them didn’t have much knowledge and were not aware and 3 were
having the neutral view point about the impact of digital technology. There are many
respondents and all the people have their own point of view. Digital technology is a very wide
concept in which some people may have the knowledge while some people may not have. So, as
per the above data also as large numbers of respondents are there so some were having the
knowledge and some people were not having those perspectives. While looking at the above data
the least numbers of people were there who had neutral point of time in relation with this. As per
current situation the information regarding digital technology is very much essential and in
context with Amazon also they need to evaluate as whether the people are aware about the
technology or not.
Theme 2: Main challenges of implementation of digital technology in managing people
Q2. As per your view point what are the main challenges of
implementation of digital technology in managing people within retail
industry?
Frequency
a) Organisational resistance to changes 5
b) Lack of clear vision 6
c) Ineffective gathering of customer data 3

d) Inflexible technology 6
5
6
3
6
Column1
Organisational resistance to
changes
Lack of clear vision
Ineffectibve gathering of
customer data
Inflexible technology
Interpretation:- From the above data it has been evaluated that organisational resistance to all
changes has been the main challenge of implementation of digital technology in managing
people which are supported by 5 respondents supported lack of clear vision along with this 3 of
them were in favour ineffective gathering of customer data. Besides this, remaining 6
respondents thought inflexible technology as a main challenge. While implementing the method
of digital technology organizations had to face many type of challenges which also creates a
difficult situation for them so with respect to this when Amazon did their analysis it was seen
that there were many people who were been resistant to their organization due to which when
changes got occurred certain problems also got arise. Besides this there are other challenges also
which can be faced by a company in their future aspects and with respect to this many problems
may get occur. In context with Amazon also when they initiated the usage of digital technology
it was evaluated by them that large number of respondents was there who were facing various
type of challenges.
Theme 3:- Is there collaboration across each function?

Q3. Are your teams collaborating across each function of implementing
digital technology?
Frequency
a) Yes 10
b) No 4
c) Neutral view point 6
10
4
6
Column1
Yes
No
Neutral view point
Interpretation:- From the above pie chart it has been evaluated that out of 20 respondents 10 of
them were in favour that their teams are collaborating with each other while 4 of them were not
in favour. Besides this, remaining 6 respondents were having a neutral view point with respect to
whether there is collaboration or not. When any new technology gets implemented it is important
that effective level of collaboration is there so that no further consequences get arise. With
respect to this when digital technology got implemented in organizations it was needed that
proper collaboration is there. In a company there might be a situation that by using new
techniques some people don’t want to adopt it but Amazon analysed from their research that
maximum number of respondents were in favour if the level of collaboration. It is important that
each function which is getting performed in an organization gets done effectively and no further
problems gets arise. From the above data also it was evaluated that large numbers of population
were in favour of that only.
Theme 4: Main benefit of digital technology

Q4. What is the main benefit of digital technology in managing all people
of Amazon?
Frequency
a) Smoother operations 5
b) More convenient 10
c) Better customer experience 3
d) Better communication within all people 2
5
10
3
2
Column1
Smoother operations
More convenient
Better customer experience
Better communication within all
people
Interpretation:- In accordance with the above pie chart it has been evaluated that out of total 20
respondents 5 of them were in favour that due to impact of digital technology smoother
operations were been done. Along with this 10 of them felt that it was getting more convenient
after using digital technology. Besides this, 3 respondents felt that they were facing better
customer experience and remaining 2 were in favour of better communication within all people.
Theme 5: Role played by HR professionals
Q5. What role is played by HR professionals of Amazon in terms of all
HR practices and managing people within industry?
Frequency
a) Promoting cordial and self- respect 5
b) Providing strategic advice 4
c) Satisfying the individual needs of employees 3
d) Fair and performance based compensation 8

5
4
3
8
Column1
Promoting cordial and self-
respect
Providing strategic advice
Satisfying the individual needs
of employees
Fair and performance based
compensation
Interpretation:- As per the above data it has been evaluated that 5 respondents from overall 20
believed that HR professionals were playing the role of promoting cordial and self-respect in
Amazon whereas 4 of them believed that they were playing the role of providing strategic
advice. Along with this 3 respondents were assuring that professionals were playing the role of
satisfying all needs of employees and remaining 8 of them were providing fair and performance
based compensation. In an organization the most important role which needs to be played is by
HR professionals only. If they would not perform efficiently than many consequences would get
arise? There was large number of people who had different thoughts towards this and in relation
with Amazon also maximum of them believed that the most effective role which they played was
with respect to providing equal and fair compensation to each worker.
Theme 6:-Possible impact of digital technology
Q6. In accordance with your view point and insight what could be the
likely impact of digital technology in managing people within Amazon?
Frequency
a) Positive 10
b) Negative 5
c) Neutral impact 5

10
5
5
Column1
Positive
Negative
Neutral impact
Interpretation:- As per the above pie chart it has been analysed that out of 20 respondents 10 of
them were positive towards the impact of digital technology while managing people whereas 5
of them were considered it as a negative impact. Besides this, the remaining 5 respondents
showed a neutral impact towards the impact of digital technology.
Theme 7:- Changes to be implemented
Q7. What changes were implemented in managing staff after the
implementation of digital technology within Amazon?
Frequency
a) Specific technical training in problem identification 5
b) Management training upon all HR practices 8
c) Usage of visual analytics 4
d) Fundamental actions of successful digital formation 3

5
8
4
1.2
Column1
Specific technical training in
problem identification
Management training upon all
HR practices
Usage of visual analytics
Fundamental actions of
succcessful digital formation
Interpretation:- As per the above pie chart it has been evaluated that out of 20 respondents 5
believed that technical training was been provided in managing all staff whereas 8 of them
believed that management training was been done in context with all HR practices. Besides this,
4 respondents were in favour that visual analytics was getting implemented and remaining 12
believed that certain fundamental actions were been done.
Theme 8:- Steps taken to deal with the negative impact of digital technology
Q8. What could be the phases that can be taken by HR professionals of
Amazon to overcome the negative impact of digital technology?
Frequency
a) Overcoming resistance 2
b) Engaging employees 8
c) Communicating overall changes 6
d) Implementing changes in phases 4

2
8
6
4
Column1
Overcoming resistance
Engaging employees
Communicating overall changes
Implementing changes in phases
Interpretation:- In accordance with the above pie chart it has been evaluated that out of 20
respondents 2 believed that to overcome the negative impact the company took the step of
overcoming resistance whereas 8 of them were in favour of engaging all employees. Besides this,
6 respondents believed that overall changes were been communicated and remaining 4 of them
believed that changes were implemented in phases.
Theme 9:- Best possible methods to lead effective digital technology
Q9. What are the best possible methods that can be applied by Amazon
to assure and lead effective digital technology during the difficult times of
managing people?
Frequency
a) Developing platform strategies 4
b) Creating of independent teams to avoid bureaucracy 5
c) Developing clarity and simplicity 7
d) Leading adaptable leadership 4

4
5
7
4
Column1
Develop platform strategies
Creating independent teams to
avoid bureaucracy
Developing clarity and simplicity
Leading adaptable leadership
Interpretation:- From the above pie chart it has been evaluated that out of 20 respondents 4 of
them believed that the best method was to develop platform strategies whereas 5 of them
believed that independent teams should be creates in order to avoid bureaucracy. Along with this
7 respondents were in favour of the method in relation with developing clarity and simplicity and
the remaining 4 of them considered to lead adaptable leadership.
Theme 10:- Does all professionals played their role effectively?
Q10. Do you agree with the fact that all HR professionals played their
role effectively while managing all people upon HR practices after the
impact of digital technology?
Frequency
a) Agree 8
b) Disagree 7
c) Neutral 5

8
7
5
Column1
Agree
Disagree
Neutral
Interpretation:- From the above pie chart it has been evaluated that out of total 20 respondents 8
of them were in favour that all HR professionals played their role effectively whereas 7
respondents were not in favour. Along with this remaining 5 people had a neutral view point.
Theme 11: Main success factors
Q11. What are the main success factors behind the implementation of
digital technology within whole industry?
Frequency
a) Enables accountability 7
b) Developed simplicity 6
c) Customer led innovation 7

7
6
7
Column1
Enables accountability
Developed simplicity
Customer led innovation
Interpretation:- From the above chart it has been evaluated that out of total 20 respondents, 7 of
them believed that the main success factor behind the implementation of digital technology
whereas 6 of them believed that it led to the phase of developed simplicity. Along with this
remaining 7 respondents felt that the success factor was its customer led satisfaction.
5.8 Analysis of data
From the above findings of overall data it has been evaluated that there were various
challenges within the retail industry that were been faced in the form of lack of clear vision,
inflexible technology, organisation resistance to change which was also supported by existing
literature. Along with this it was find out that during the period of implementation of digital
technology and managing all people proper level of collaboration was been maintained as
according to some people they were in favour that proper collaboration was there which some
were not in favour. Furthermore the main benefit of implementing digital technology was each
function in the organisation went smoothly, better customer experience was getting generated.
With the help of this better communication was also been done. It has also been evaluated that all
leading HR professionals played their role in different ways but in a major way it was analysed
that they were paying fair and performance based compensation to all employees. Apart from
this many steps were been taken to avoid the negative impact of digital technology within the
retail industry like they communicated all necessary changes, implemented changes in phases
and also engaged employees. The impact of digital technology was both a positive situation as

well as negative one but at the same point of time there were some people who were neutral in
this situation. As they were very confused about digital technology as whether it is beneficial for
their industry or not. There is no kind of surety that digital technology would be beneficial for
the organisation. There may be many issues with respect to which many problems may occur but
with the help of such technology many new customers can get arise and problems can be solved
much easily. In accordance with this to manage all staff managers many new changes need to be
implemented. The company started building up management trainees in context with all HR
practices. According to some people organisation started using the method of visual analytics
which helped them in future. There are many changes that can be implemented so with respect to
this all individuals have their own point of view. In today’s world digital technology is a very
effective concept and is also positive in nature but in certain cases it created a negative impact
also. So, in relation with this to deal with all such negative impact the organisation
communicated all type of changes which are meant to happen and also engaged employees
together. Apart from this the main success factors behind establishment of digital technology was
that it developed the level of simplicity and maximum people thought that it enabled
accountability.
In accordance with the above literature review it was analysed that the implementation of digital
technology is very much beneficial for organisations because it helps them in managing all the
things in systematic manner. In today’s world everything is very competitive in nature so with
respect to this the creation of digital technology is also important.in order to manage all staff
members. As per the current situation positivity has been there just because of digital technology
in relation with human resource management practices. When an organisation wants to make any
kind of decision then it is very helpful for them. It is also been evaluated that digital technology
helps in managing all activities of business in a systematic way through which a company
achieves growth. By looking at the impact of digital technology it has been analysed that the
major impact has been created on human resource practices. Every technology has some positive
aspects while some have negative phases also. The main positive aspect behind digital
technology is that it helped in solving all the communication gap issues which became very easy
for all staff members but at the same point of time it was a very time consuming process because
in a company emergency can happen at any point of time so with respect to this it takes lot of
time as communication would not be done fast as compared to other forms of conversation.

Digital technology is a very good concept and efficient also but it is not necessary that with the
help of this everything would be done in systematic way.
From other author points of view it has been analysed that to evaluate individual’s data and all
their reports the usage of digital technology is a good method. All organisations have their own
criteria with respect to which they do work and on the basis of that only they achieve all their
goals and objectives. By implementing new concepts it is very crucial to determine what are the
positive aspects and what negative concepts are included in this. Each organisation sets their
criteria as how will they perform with the use of such methods. There are many hurdles
associated with digital technology and the main one is that they need human judgement. In
today’s world everyone believes that new technologies should be implemented so that process
becomes easier for staff members as well as for consumers but they should also have good
knowledge in relation to the technology. There are many positive aspects in relation to new
methods due to which many improvements are also been done.
It has also been analysed that there are various challenges which are associated with the
implementation of digital technology and is faced by company. The major challenge which is
been considered is the concern regarding all data. As due to the usage of digital technology the
data regarding each individual gets shared and through this risks get arise. So, before introducing
any new kind of technology it is very crucial to understand all its positive as well as negative
concepts. As the concept of digital technology got implemented there are many kind of
implications associated with it so in accordance with this proper measures need to be taken.
Every company has their certain goals and objectives so it is important the best technology gets
selected. It has also been analysed that with the establishment of digital technology company got
many benefits and they also need to focus on their skills as how they will initiate such
technology because if individuals would not have the ability then to tackle new technology and
implement it in organisation.
CONCLUSION
From the above report it has been concluded that the establishment of digital technology
is a very important aspect for an organisation. In today’s world new and efficient technologies
are very much needed in order to solve the issues regarding communication gap. In an
organisation there are certain issues of communicating with other people due to which activities
are not performed in a systematic manner. Digital technology has both positive and negative

concepts which can affect an organisation. In terms of its positive aspects it enhance company
growth and provides good of performing all tasks but at the same point of time it is considered as
a time consuming process because communicating with other people through mails takes lot of
time. Each individual has their own point of view regarding new technology. Some have positive
thoughts while some people don’t consider it as a positive method. Digital technology creates lot
of impact on the company and it is very important for organisation to properly use it with the
help of all skills as well as technologies. It depends on their personal ability only that how will
they access that technology. It was evaluated that with the implementation of digital technology
many changes got initiated in an organisation. They started using the method of visual analytics
and management training upon all HR practices because it is crucial to perform all kind of
activities in systematic way. There are various methods through which digital technology can be
used in difficult time of a company. The organisation can implement various platform strategies
and can also create certain independent teams so that issue of bureaucracy can be avoided. It is
also been concluded that there are different success factors also which helps organisation to
achieve growth. By the establishment of digital technology there was different success factors
associated with it. As it helped all staff members to properly do their work and through this they
were not facing any kind of difficulties.
Digital technology is a very new concept for organisations and is also a crucial one to adapt such
technology. As per present situation the most necessary thing for a company is to earn better
competitive advantage. From the above research report it was analysed that there are different
viewpoints of each individual. According to some people implementation of digitalised concept
is very much helpful to manage everything in a company while some people thought it a difficult
concept. Apart from this many individuals were unclear that whether they should use this
concept or should avoid it. Some people were having knowledge of using the concept of digital
technology while some were not aware. It was analysed that each individual has their own point
of view and it is important for company to respect those thoughts.
RECOMMENDATIONS
It has been recommended that company should use digital technology in their
organisation because it would be very helpful for them. Amazon is totally an online sales
company and is one of the largest organisations. It is very crucial for them to earn competitive
advantage and manage everything in systematic manner. In accordance with the current situation

everything is becoming digitalised so it is necessary for them also to implement such
technologies which will be helpful for them in future. There are certain kinds of difficulties that
may arise in a company especially in context with the communication gap. So, it is
recommended that they should use digital technology through which effective conversation can
be done. Though it has many positive aspects but at the same point of time it creates many issues
also. The main issue is that it takes lot of time due to which staff members face many problems.
So, in context with this issue company should not rely only on the concept of digital technology.
They should use other ways also so that everything in a company can be managed well.
It is also recommended to company that using new technologies is good for each organisation
but they must adapt that as per the individual capabilities. If a staff member is not comfortable
while using the method of digital technology then it is the responsibility of company only to
initiate some different methods so that all activities can be performed in a systematic way. For
amazon new technologies are important so they should initiate the concept of digital technology
in their organisation as it would be very helpful for them in future. It is crucial for them to
achieve success and in accordance with this using a digitalised method is very efficient.

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