Implications of Digital Technologies on SME Performance: Case Study

This research project investigates the implications of digital technologies on the performance of small and medium enterprises (SMEs), using Pinnacle Telecom Ltd as a case study. The project begins with an overview of the research, including aims, objectives, and research questions. It then provides a literature review that explores the usefulness of digital technologies, methods for boosting company performance, and the impact of digital integration. The methodology chapter outlines the research design, philosophy, and approach, followed by data analysis and interpretation. The project concludes with findings, recommendations, and a discussion of the significance of digital technologies for enhancing business efficiency, improving customer delivery, and gaining a competitive edge. The research highlights the importance of integrating technology, training employees, and adapting business processes to leverage digital advancements for improved SME performance.

RESEARCH
PROJECT

Contents
CHAPTER 1- INTRODUCTION....................................................................................................1
1.1 Overview of research.............................................................................................................1
1.2 Background of research.........................................................................................................1
1.3 Research Aims and Objectives..............................................................................................2
1.4 Research Questions................................................................................................................2
1.5 Research Significance............................................................................................................2
1.6 Gantt chart .............................................................................................................................3
CHAPTER 2- LITERATURE REVIEW.........................................................................................5
2.1 The usefulness of digital technologies in present scenario....................................................5
2.2 Identify methods that can be adopted by company for boosting performance of company. .5
2.3 The impact of integration of digital technologies on effectiveness of Pinnacle Telecom Ltd
......................................................................................................................................................6
2.4 Ways that can be used by Pinnacle Telecom Ltd for enhancing their performance and gain
competitive edge in market by using digital technology.............................................................7
CHAPTER 3- RESEARCH METHODOLOGY.............................................................................8
3.1 Type of Investigation.............................................................................................................8
3.2 Research Design...................................................................................................................10
3.3 Research Philosophy............................................................................................................11
3.4 Research Approach..............................................................................................................11
3.5 Data Sampling......................................................................................................................12
3.6 Data analysis .......................................................................................................................12
3.7 Ethical Consideration...........................................................................................................12
CHAPTER 4- DATA ANALYSIS................................................................................................13
4.1 Data analysis........................................................................................................................13
4.2 Interpretation........................................................................................................................15
CHAPTER 5- CONCLUSION & RECOMMENDETION...........................................................24
5.1 Conclusion...........................................................................................................................24
5.2 Recommendations................................................................................................................24
REFERNCES.................................................................................................................................25

Topic:
“To examine the implications of digital technologies on performance of small medium
enterprises. A case study on Pinnacle Telecom Ltd”
CHAPTER 1- INTRODUCTION
1.1 Overview of research
Digitalisation has changed the way whole business use to function and it has enabled
companies in attaining their objectives. All the organisations are focused on ensuring that each
task is completed in efficient way and profitability can be maximised. These days’ organisations
need to adapt and integrate changes that are taking place within a market place. it is very
essential for them to make sure that they are prepared to face off contingencies (Oldham and Da
Silva, 2015). If companies do not take on changes in a desired way, then they will suffer huge
losses. There are have been many changes in market which has made operations of business
organisation very difficult.
This research work is based on Pinnacle Telecom which is a telecom solution provider as
well as marketing agency. It assists business houses in gaining more influence over market
forces and ensure that they are able to target right consumers at the right time. It is an
organisation that has been impacted by digital technologies. They had to make changes in their
marketing styles and ensure that they are able to prepare campaigns for their consumers in a
desired manner.
1.2 Background of research
This report is stated to be based on examination of implication that are there on company
performance due to digital technologies. In this study it will be evaluated as how different
changes in digital technology has impacted companies’ capabilities and effectiveness. Today,
digitalisation has changed how business units used to function. This is why each and every
organisation is investing huge sum of money in it (Purcell, Buchanan and Friedrich, 2013).
Pinnacle Telecom is one of those which has made extensive changes in its functions and
capabilities due to frequent improvement in digital technologies. They understand that it is very
vital for them to keep up with new technology as to ensure that they are able to attain higher
market share. Pinnacle Telecom is a UK based organisation that is trying to expand itself in a
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global arena. For this they need to integrate digital technologies in their core process as to attain
better market capabilities.
1.3 Research Aims and Objectives
Aim:
“To examine the implications of digital technologies on performance of small
medium enterprises. A case study on Pinnacle Telecom Ltd”
Objectives:
 To analyse the usefulness of digital technologies in present scenario.
 To identify methods that can be adopted by company for boosting performance of
company.
 To measure the impact of integration of digital technologies on effectiveness of Pinnacle
Telecom Ltd.
 To find out ways that can be used by Pinnacle Telecom Ltd for enhancing their
performance and gain competitive edge in market by using digital technology.
1.4 Research Questions
 How the effectiveness of digital technologies can be measured in given scenario?
 Which components can be used by organisation to boost its own performance in dynamic
market?
 In what ways changes in digital technologies have impacted effectiveness of Pinnacle
Telecom Ltd?
 What methods need to be adopted for boosting performance of Pinnacle Telecom Ltd to
attain competitive advantage within given market environment?
1.5 Research Significance
The research project is based upon implications of digital technologies on organisation
performance and productivity. It means there is a brief analysis of how digital tools and
techniques affect production process of business units. Pinnacle Telecom Ltd., is a technology
firm which allows businesses as well as individuals to get payments through online. Along with
this, the firm provides facility of fraud prevention which is required to operate online payment
systems. Thus, adoption of new technologies assists the company to accomplish high
competitive edge and also ensure that all tasks are done a set time period. Although, digital
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technologies will allow organisation in attaining better productivity and market growth. It will
also improve quality of output and increase profitability.
1.6 Gantt chart
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CHAPTER 2- LITERATURE REVIEW
This is a part of research work that is concerned with analysis of various aspects and factors.
It allows investigator in setting a path that he can follow in completing this study with better
results. It also clears any doubts that are there in his mind regarding various concepts (O'Keeffe
and Clarke-Pearson, 2011). This part of study will state about different topics in brief manner
and different viewpoints will be stated.
2.1 The usefulness of digital technologies in present scenario
Digital technology is very important and need to be used by each and every organisation
for complimenting human skills and abilities. According to Wood and et. al. (2012),
digitalisation and introduction of new equipment’s has changed the way companies use to
function and operate within market environment. It assists organisation in binding all functions
together and accomplish task in a required manner. there are different ways in which digital
technology has affected the manner in which companies use to function. It has enhanced
knowledge of people and made them to be more creative and informed regarding changes that
will be implemented within organisation. it will also aid in reducing expenses that are costing
company extra bucks. Digital technology assists in boosting performance as it compliments
human skills and capabilities. It also allows them in consuming resources in an efficient manner.
the managers are able to guide organisation human resource in a better way. This helps company
in attaining its goals and objectives in a right manner.
Along with this, digital technology in business is a growing necessity. As the year passes,
corporate world is a leaning more and more toward it, making it almost impossible to separate
the two from each other. Innovation breeds business. Since technology paves the way for it, it
can be gathered here that business needs technology to be sustained. Although, digital
technology provides a new and better approach to business organisations as how to go with the
flow in markets. It provides a faster, convenient as well as more efficient way of performing
business transactions as it can accomplish its goals and objectives. Furthermore, digital
technology in small business supports to wider reach into global market.
2.2 Identify methods that can be adopted by company for boosting performance of company
From the viewpoint of Thomas (2011), There are different methods that can be used by
organisation in boosting its own performance. Various issues hinder company capabilities to
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attain its goals and objectives. There is a requirement of adopting right methods so that effective
results can be obtained. Constant analysis is required from managers as to implement best
technique to integrate digital technology within organisation. There are different ways which can
be used by organisation for boosting its own performance. They are mentioned below:
 Introduction of technology: There is requirement of integrating technology with time as
to keep organisation updated. It is essential as to ensure that each task is completed in a
set duration. Efficiency can be maintained when people as well as machines are updated.
 Changes in traditional system: According to Drijvers, (2015) organisation need to keep
its system flexible instead of keeping its rigid. This will allow it in attaining better market
capabilities and effectiveness.
 Training of individuals: They need to train people, as mentioned above if employees are
updated regarding changes then organisation will be able to grow in its size and scope.
 Integration of new methods in business process: There is need of integrating every single
change in business model as to improve effectiveness of organisation within market
place.
 Clearly communicate can be challenging but essential, thus managers need to open the
floor for underperforming employees as they can articulate which obstacles are occurring
in their way; so that employer can reduce these circumstances. With the viewpoint of
Wood and et. al., (2012) there is a open or free communication between employee and
managers as they can discuss everything from progress, expectations, deadlines and
resources.
 Small business enterprises also have to create a positive working environment. It allows
employees to voice their views and reinforce their ideas are listened. Such working
environment also supports to get promote good relationships between managers and
employees.
2.3 The impact of integration of digital technologies on effectiveness of Pinnacle Telecom Ltd
According to Wartella and et. al. (2013), there are different ways in which digital technology
has impacted Pinnacle Telecom Ltd. It is a telecommunication company that offers its services in
diverse fields. There have been many researches which stated that technology and digitalisation
has assisted organisations like Pinnacle Telecom Ltd, in gaining more market share and
capabilities. At present, these firms are able to reach huge population size easily (Oldham and Da
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Silva, 2015). The cited company will be able to gaining competitive edge over market
competitors as it will have more influence over target market. The impact of digital technology
on Pinnacle Telecom Ltd was significant it has allowed the company in attaining its objectives in
an effective way. It is mentioned in points below:
 Enhanced business efficiency
 Better quality of consumer delivery
 Minimisation of time consumed
 Response time has improved which boosted customer delivery (Lai, 2011).
Along with this, small business owners are used digital technology which reduces
operation costs. As various software enables a firm to automate back office functions, such as
record keeping, accounting and payroll. It results firms does not need to hire many employees
for such activities (Padgett, 2016). These business techniques are user-friendly and allows
entrepreneurs only to minor backgrounds in information technology to make the most of their
tools and features. On the other hand, digital technology also improves production level and
reducing wastages. Various computer programs or software helps employees to get more and
more information through these methods.
2.4 Ways that can be used by Pinnacle Telecom Ltd for enhancing their performance and gain
competitive edge in market by using digital technology
Technology has revolutionized the way companies conduct business by enabling small
businesses to level the playing field with larger organizations. The main goal of running a
business is to earn profit and for that various issues need to be handled. The managers within
organisation need to understand that it is vital for company to integrate digital technology as to
gain competitive edge. In this manner, business entities are required to improve their client base
by making proper communication with them. For getting higher competitive edge, firm can
conduct a market study and recognise needs and wants of customers; and then trying to
producing the same. It supports to raise higher customer satisfaction as well as increases sales
revenues. Small business units can prepare an effective market plan and scheduling all business
activities in appropriate manner (Oldham and Da Silva, 2015). Business owners can array of
tech, everything from servers to mobile devices in order to develop competitive advantages in
the economic marketplace. Although, they can also implement technology in their planning
process for streamlined integration and to make criteria for future expansion. This allows owners
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to create operations using the most effective technology available. According to Padgett, (2016)
there are different ways will assist Pinnacle Telecom Ltd in attaining better market capabilities.
 More focus on customer delivery
 Better utilisation of resources
 Set plan with contingency
 Grievance handling
CHAPTER 3- RESEARCH METHODOLOGY
This is a section where different methods and tools which will be used to conduct research
work will be stated in a brief way. It will allow researcher as well as reader in understanding as
which tools are used and how effective results were gained from this research work (Terrell,
2012). Although, research methodology is a organized way in order to resolve specific problems;
it consists with a brief study of how research will be carried out. Activities or procedures through
which investigators go their work of defining, explicate and predicting phenomena is known as
research methodology. These techniques which are mentioned below were used to formulate
theories and apply them for completing whole research work.
3.1 Type of Investigation
It is the prime duty of a researcher to ensure that he is able to complete the study in a
most justified and correct manner. There are two different ways which are used to conduct
research and they are stated to be qualitative and quantitative (Qualitative vs Quantitative
Research Work. 2017). In which, qualitative research is method to gaining deep understanding of
given topic, organisation and cultural. It depends upon which kind of phenomenon is going to be
studied , qualitative research is wider study about human groups and their viewpoints. On the
other hand, quantitative research is statistical: and concern with discovering facts about social
phenomena. In this kind of research, data is assessed through numerical comparisons and
statistical inferences (O'Keeffe and Clarke-Pearson, 2011). The present assignment is based
upon qualitative research because in this, results are validated externally by how well they might
be applicable to other situations. This is tough to do; rich, detailed descriptions can help to
bolster external validity.
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(Source:Research Onion Framework, 2018)
Qualitative and Quantitative Research Methods: Qualitative research is considered as
exploratory research, which is used to explore underlying reasons, uncover trends in thoughts
and opinion as well as dive deeper into the specific problem. It includes some general
methodologies like group discussion, participation, interviews on individual basis etc. But to
make research in quantifiable manner, projects makers are need to take small sample size. While
in place of this, quantitative research is used for quantifying the problem through generalising
numerical data or transform theoretical data into usable statistics. In general, this method is used
to explore behaviours, attitudes and other defined variables to generalise outcomes from a large
sample population. Therefore, as comparison to qualitative research, collection methods of
quantitative data seem to be more structured. It includes methods like paper, mobile and online
surveys, face-to-face interviews etc.
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Illustration 1: Research Onion Framework

Types of data:
Primary research: It is the process of investigating which is used for fact finding
independently. Many companies use method for gathering accurate information about existing
problem and maintain authenticity in related data. It can be accomplish by telephonic or personal
interviews, online surveys, observation and focusing on group of people.
Advantages Disadvantages
This research gather reliable data for a specific
problem.
It consumes more time and expensive
throughout design everything for research.
Researchers interpret data in accurate manner
on market demand.
Number of resources is high for data collection
in this research.
Secondary research: It is an analyse or interpretion on the bases of primary data which
is already collected by the researchers. Company approach this methodology for taking an idea
about their consumers expectation and needs. Secondary data can collected by government
department, magazines, trade association, local newspapers, internet, company records and so
on.
Advantages Disadvantages
Information has been already collected so it
ensures to quick process.
Data accuracy may be less because originators
are highly controlled in Govt. sector.
It leads valuable information in less expensive
by researchers.
In many cases during rely on secondary
information, outcomes not meet with marketers
demands.
3.2 Research Design
A research design is a broad plan which entails objectives of research project and renders
suitable guidelines what will be done to accomplish such objectives. In other words, a research
design is a master plan that is prepared to executing a research project. This assist researcher in
developing a blueprint that will outline as how things will be done. Research design is
categorised in descriptive, exploratory and experimental. In which exploratory research
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