Impact of Digital Technology on London Black Cab and Uber: A Study

This research project investigates the impact of digital technology on the London Black Cab and Uber businesses. The study begins with an introduction that establishes the rationale for the research, followed by a literature review examining the effectiveness of digital technologies, factors influencing their implementation, and both positive and negative impacts. The methodology section outlines the research approach, data collection methods, and sampling techniques used. The project then presents timelines for research activities and acknowledges limitations. The research aims to understand the effectiveness of digital technologies for these organizations, explain factors influencing their adoption, identify positive and negative impacts, and suggest ways to leverage digital technologies for competitive advantage. The research employs an inductive approach and focuses on qualitative analysis to develop a new theoretical framework regarding the impact of digital technologies on these specific businesses. The project explores the use of mobile applications, websites, and other digital tools, analyzing their influence on operational efficiency, customer interactions, and overall business performance within the context of the taxi industry. The project aims to provide insights into how digital technologies have reshaped the taxi industry, offering practical recommendations for taxi firms to improve their profitability and competitiveness in the market.

RESEARCH PROJECT
(Impact of digital technology on LONDON BLACK CAB
and UBER)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Rationale.................................................................................................................................3
LITERATURE REVIEW................................................................................................................3
Effectiveness of digital technologies......................................................................................3
Factors that impact on the firm to implement digital technologies........................................4
Positive and negative impact of digital technologies.............................................................5
Literature gap .........................................................................................................................6
METHODOLOGY..........................................................................................................................6
Research approach .................................................................................................................7
Data Collection ......................................................................................................................7
Sampling.................................................................................................................................8
Data Analysis..........................................................................................................................8
TIMELINES OF RESEARCH ACTIVITIES.................................................................................8
LIMITATIONS................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
In the modern era, most of the businesses implemented digital technologies in order to
enhance their operational efficiency and profitability as well. This technological advancement
has changed the aspects of conducting operations. Such types of modifications have not occurred
in history so far. Mobile solution is one of the most common digital solutions that has given
facility to the customers for seamless web browsing (Zysman and Kenney, 2017). Now, people
are able to get details about products and services of company through mobile technologies.
Most of the entities are providing mobile application to clients so that they can select their
desired products and can order it easily.
Digital technologies impact in a positive and negative manner on the business units. It
aids in improving the communication process (An and Initiative, 2015). Email, websites and
mobile applications are the most common tools that support in making effective interaction with
consumers. With the help of these techniques, companies can take immediate feedback from
their consumers and provide them goods and services as per their requirements. Internet gives
centralized portal to the clients that makes them able to take sound decisions. It enhances the
productivity and profitability of business unit (Zysman and Kenney, 2017).
Present study is based on London Black cab and Uber. London Black Cab is the famous
car taxi firm which provides 24*7 taxi facilities to the consumers. Uber technologies Inc. is
another transport network firm which is operating its business in more than 633 cities. It provides
services in many cities across the world. Company takes support of mobile application and
website. People can book taxi through these digital technologies. Fare of the cars are nominal
which can be afforded by all individuals easily. Customers can pay charges through cash, Paytm,
credit card, etc. Company is taking support of digital technologies which help the entity in
managing its operations well and providing amazing services to clients. This is the reason that
Uber and London Balnck Cab have become able to reach to the mass audience.
Study will cover implications of digital technologies on the business units. It will explain
effectiveness of these technologies for London Black Cab and Unber. Furthermore, project will
describe factors that put high impact on the firm to implement digital technologies. In addition, it
will discuss positive and negative impacts of digital technologies on entities. The main reason of
conducting this reason is that it is an interesting topic. Everyone takes support of these taxies for
travellers. As researcher has experience of working as car driver in the same company thus, it is
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quite an interesting area to research for the scholar. This experience will help the individuals in
gathering in-depth details and developing understanding about topic in an effective manner.
Furthermore, there are many taxi firms operating in the UK. Most of the small taxi firms are still
taking support of traditional methods in order to conduct their operations and dealing with
consumers. This will help in analysing factors which affect implemention of these technologies
in the workplace. Furthermore, many researches have been conducted on the digital technologies
in past and thus, large data is available on the topic. This can help the scholar in gathering details
about the implications of digital technologies on business. The same topic has been provided by
the university; it is semi structure research project and thus, researcher has chosen to carry out
the study on this topic.
This study will be beneficial for the small businesses that are unable to expand and
increase their profitability. With the assistance of this research, small firms will get various ways
through which they can implement digital technologies at workplace and improve their
profitability. Furthermore, it will be beneficial for the taxi firms in identifying factors that are
needed to be considered while implementing these technologies at workplace. Each technique
may negatively impact the business unit and thus, it is very important to look at the advantages
and disadvantages both. This study will support these taxi firms in finding effective ways
through which they can implement these technologies and minimize negative impacts. This study
will be significant for other scholars because they will get brief ideas about impact of digital
technologies on the business unit. By this way, they will be able to conduct research on same
topic in the future.
Aim
“To identify impact of digital technology on LONDON BLACK CAB and UBER”
Objectives
 To understand effectiveness of digital technologies for the organization
 To explain factors that impact on the firm to implement digital technologies
 To identify positive and negative impacts of digital technologies on LONDON BLACK
CAB and UBER
 To suggest the ways through which LONDON BLACK CAB and UBER can implement
digital technologies and gain competitive advantages in the market
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Rationale
The main reason of conducting study on this topic is that it is an interesting area of
research because many taxi firms use digital technologies to reach at mass audience. Scholar has
experience of working in this industry and thus, researcher has chosen this topic for
investigation. Furthermore, there is plenty of data available on this subject and so, investigator
has chosen this topic for further research.
LITERATURE REVIEW
Effectiveness of digital technologies
As per the view of Stewart, Schatz and Khare, (2017) digital transformation has changed
the scenario of the market. This has provided growth opportunities to small and big organization
and has supported in expanding their business across the world. In the modern era it is very
difficult for the companies to manage their operations without digital technologies. It is the
easiest way to make communication with the mass audience and making them aware with the
product and services of the firm. Internet and social networking sites are the biggest digital tools
that are used by most of the companies in the modern era. These tools are supporting the firm in
making effective communication with the consumers and developing healthy relationship with
employees as well (Hinings, Gegenhuber and Greenwood, 2018).
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Illustration 1: Effectiveness of digital technologies
(Source: 9 ways digital has changed business forever, 2017)
There are more than 900 million users those who are using Facebook application. They
give quick response on these networking sites that helps companies in increasing their awareness
towards the product and services of business unit. Hahn and Metcalfe, (2017) stated that digital
technologies allow firms in developing transparency in the demand. Most of the consumers like
to know about the overall services of the firm and after knowing all the details to buy products of
the business unit (Zysman and Kenney, 2017).
Factors that impact on the firm to implement digital technologies
As per the view of Motala, (2016) there are many companies those are planning to
implement these digital technologies in the workplace. But due to lack of financial resources
they are unable to implement these techniques. Small size organization have limited financial
resources and have limited number of consumers as well. In such condition if they invest in such
technologies then it may enhance their operation cost. This is the major factor that influence the
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companies to implement these digital technologies. Digital transformation is the latest trend in
the market. Firms have to make changes in their operations after implementing these techniques.
Illustration 2: Challenges for implementing digital transformation
(Source: Top Challenges for Business Digital Transformation. 2017)
Positive and negative impact of digital technologies
As per the view of Leipziger and Dodev, (2016) implementing digital technology impacts
positively on the business unit because by this way entity can become able to communicate with
the mass audience. This is the easiest way to make people aware with the product and services of
the firm and making them positive towards the brand. Internet and social networking sites are
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considered as effective technologies. In the recent time young people use these sites frequently.
They get information about new firm and its features through these sites. In the modern era many
people give their reviews on the website of the business. This influences decision of other people
as well (Roos and Shroff, 2017). This is the way that enhances demand transparency in the
corporation. By this way, other people can compare products of the firm with other brand. It is
the technique that supports in increasing number of consumers of the company and support in
improving profitability of the entity.
Literature gap
By doing assessment of secondary data sources, it has assessed earlier emphasis has been
placed by the researcher on digital technological aspects and its association with retail sector’s
growth. However, no specific study was conducted by the researcher on taxi firm. The studies
that have been used by researcher have information about various technologies and its impact on
taxi firms. But scholar failed to involve specific technology that mostly use by taxi firms.
Furthermore, researcher has not involved why taxi firms need to implements digital technologies
in organization and what are the main digital technologies that are used by this industry. Thus, by
assessing and considering such gap scholar has conducted study for evaluating the impact of
digital technologies on Uber and London Black cab. This in turn presents the manner in which
varied technological aspect contributes in the growth and operations of taxi firms.
Research article describes use of information technology and how it creates opportunities
for business. But it gets failed to identify changes that occur after implementing these
technologies in workplace. Apart from this research articles discuss theoretical aspects of digital
technology and business activities. In another article researcher has chosen 1000 business
executives for survey which is time consuming but has helped in gathering mass data. Articles
have less focused on specific digital technology.
METHODOLOGY
Research methodology consists of tools and techniques that are used by researcher to
carry out investigation. In order to carry out research in effective manner scholar takes support of
various tools and techniques. All these methods help the investigator in gathering in-depth
information about the topic and finding accurate results (Jensen, 2013). It is the way of
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answering research problems and drawing a valid conclusion. There are various methods that
will be used in this study. These are explained as below:
Research approach
It is another research method which helps in defining the research process of the study.
Inductive and deductive are two main methods that are used by the researcher. Inductive is the
type of approach in which scholar concentrate on generating new theory by taking support of
available data (Lee, 2014). On other hand deductive is the type of method in which individual
formulate hypotheses and test these theories. It pays more attention on causality where inductive
method concentrate on exploring the new phenomena. Inductive approaches are used by the
researcher when qualitative investigation is conducted. On the other side, under quantitative
study, scholars usually employ inductive approach where emphasis is placed on proving
hypothesis by taking into account existing theoretical framework. In the present research, for
assessing the impact of digital technologies on Uber and London Black cab inductive research
approach has been used by the researcher. The rationale behind the selection of such approach is
that highly suits to the qualitative research type. On the basis of such approach, focus has been
made by the researcher on the development of new theoretical framework regarding digital
technological aspects through the means of evaluation and observing as well as analyzing
patterns.
Data Collection
Data collection is essential part of research project that helps in developing understanding
of the scholar and helps in carrying out the research in effective manner. There are two main
methods of collecting the data: primary and secondary. Primary data collection is the tool in
which scholar concentrate on real information and current facts. On the bases of these current
facts individual give answers to the research questions (Jensen, 2013). . In the primary data
collection sources individual uses' questionnaire technique. Researcher will involve human
participants in the study in order to know about impact of digital technologies on London Blanc
Cab and Uber. Furthermore, scholar will use books, journals and internet articles. This will help
in developing understanding of the research about the digital technologies and its impact on these
business (Lee and Jarvik, 2014).
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Sampling
Sampling is the process of selecting the respondents in the study those who can give
accurate answerers on the research questions. As present study is qualitative in nature thus,
scholar has to select right people in investigation those who can give detail about impact of
digital technologies on the business unit. In the context of present investigation, purposive
sampling method or technique has been employed by the researcher. The main reason of
applying this method is that by this way scholar would become able to select suitable sample as
per research issue or problem. This is the effective method which helps researcher in addressing
research questions in appropriate manner when qualitative investigation is carried out (Nogueira
and et.al, 2013). Scholar will involve 15 car drivers those who are driving taxies of Uber and
London Black cab. They will be able to give in-depth detail about the topic and can support
answering research questions.
Data Analysis
In the present study scholar will apply thematic analysis method. This will be effective
for the present study (Lee, 2014). By this way individual will be able to present the results on
impact of digital technologies on business through graphs and charts.
TIMELINES OF RESEARCH ACTIVITIES
Timelines is the most important part of research project. It helps scholar in scheduling
activities and finding the time length of completing this research in effective manner. It is very
important for the scholar that to complete the study on time (Jensen, 2013).
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LIMITATIONS
 The study is based on small size of sample thus researcher has to consider limited number
of people so that research can be conducted on time.
 Limited time was another major issue in this study.
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REFERENCES
Books and Journals
An, I. M. D. & Initiative, C. (2015). Digital Vortex.
Flyverbom, M., Deibert, R. and Matten, D. (2017). The Governance of Digital Technology, Big
Data, and the Internet: New Roles and Responsibilities for Business. Business & Society,
p.0007650317727540.
Hahn, R. & Metcalfe, R. (2017). The Ridesharing Revolution: Economic Survey and Synthesis.
mimeo.
Henriette, E., Feki, M. & Boughzala, I. (2016), September. Digital Transformation Challenges.
In MCIS (p. 33).
Hinings, B., Gegenhuber, T. & Greenwood, R. (2018). Digital innovation and transformation: An
institutional perspective. Information and Organization. 28(1). pp.52-61.
Jensen, K. B. (2013). A handbook of media and communication research: Qualitative and
quantitative methodologies. Routledge.
Lee, C. I. & Jarvik, J. G. (2014). Patient-centered outcomes research in radiology: trends in
funding and methodology. Academic radiology. 21(9). pp.1156-1161.
Lee, S. P. (2014). A query on research methodology and ethics: defending Citizens Advice, its
work and goals. Work, employment and society. 28(6). pp.1016-1025.
Leipziger, D. & Dodev, V., (2016). Disruptive Technologies and their Implications for Economic
Policy: Some Preliminary Observations. Institute for International Economic Policy
Working Paper Series, Elliott School of International Affairs, The George Washington
University.
Motala, M. (2016). The" Taxi Cab Problem" Revisited: Law and Ubernomics in the Sharing
Economy. Banking & Finance Law Review. 31(3). pp.467.
Nogueira, J. M. & et.al., (2013). Leveraging the Zachman framework implementation using
action–research methodology–a case study: aligning the enterprise architecture and the
business goals. Enterprise Information Systems. 7(1). pp.100-132.
Roos, G. & Shroff, Z. (2017). What will happen to the jobs? Technology-enabled productivity
improvement–good for some, bad for others. Labour & Industry: a journal of the social
and economic relations of work. 27(3). pp.165-192.
Rudd, L. & et.al., (2015). Fast Forward: Scenarios for Queensland in the Year 2025 Describing
the Marketplace for Education, Healthcare, Policing, Transport and Other Public
Services: a Scenario Planning Exercise about the Digital Marketplace for Government
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