Burberry's Digital Transformation: Impacts of the Global Pandemic

This research project aims to evaluate the impacts of the global pandemic on accelerating digital transformation within Burberry's workplace. It explores the concepts related to digital transformation, analyzes its impact on company performance, and discusses the key drivers facilitating this change within Burberry. The research employs an inductive approach, utilizing both primary data collected from Burberry employees and secondary data from previous studies. The study investigates themes such as the concept of digital transformation, its impact on company performance, key drivers, and ways to improve workplace flexibility. Ultimately, the project seeks to provide recommendations for enhancing workplace flexibility and digitalization within Burberry, offering insights into how the company can navigate the evolving business landscape.

Unit 11 Research Project

Research Proposal Form
Section One: Title, objective, responsibilities
Aims:
The aim behind conducting this research is to evaluate impacts of global pandemic conditions in
order to step up into the digital transformation at work space of Burberry.
Objectives
 To evaluate the concepts related to digital transformation at workplace.
 To analyse impacts of digital transformation at work space over company performances.
 To discuss over the key drivers of digital transformation in Burberry.
 To recommend practices or strategies in order to improve workplace flexibility.
Research objectives
 What is the main concept of workplace digital transformation?
 How can digital transformative workplace affects the organizational performances?
 What the major key drivers that facilitate digital transformation at Burberry?
 What Burberry should do in order to improve flexibility and making their premises
digitalized?
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Student Name
Student ID
Centre Name
Tutor
Unit No
Proposed Title Impacts of global pandemic situation in accelerating the digital
transformation at the workplace- A case study on Burberry.

Section Two: Reasons for choosing this research project
The reason behind conducting this study is that the Covid-19 is the situation that has been faced
in recent terms by each and every person. It highly affects the people along with varied
businesses of all sectors in drastic manner. There are numerous challenges that has been faced by
businesses that requires huge amount of modifications in order to run their business into
considerable manner. Although it also generates few positive aspects as well into consideration
which includes flexibility aspect into the working environment (Zhu, Chou and Tsai, 2020).
Hence, one of the major reason of selecting this specific topic is to evaluate positive changes and
aspects of facilitating digital transformation at workplace. The research study has wide scope and
can enhance the knowledge level up to great extent. This information helps to further career
enhancement as well.
Section Three: Literature sources searched
Theme1: the concept of digital transformation at workspace
As per the views of Fonseca and Azevedo, (2020) digital transformation is the actions done by
companies in order to utilize digital technologies in order to create advanced and innovative
workplace which is full of all the significant things required by the employees along with fulfill
all the basic requirement of employees and employer as well. This will enhances customer
experiences, culture as well as business procedures to meet market requirements. This specific
aspect help the firm to share information, create collaboration and connect whole atmosphere for
the advancement of employees. Digitization also enables the firm to create a centralized hub for
personnel to access the collected knowledge along wth perform duties appropriately.
Theme 2: Impacts of digitized transformation over company performance level
Giorgi and et.al., (2020) states that digital transformation within the work space have a maximum
positive impacts over the workforce as it enables the firm to increase their employees
productivity level. Furthermore, it also assists their managers to access the talent into most
considerable ways. It has been act as an opportunity for the company as it enables them to build
or originate a unique concept for the betterment of the overall business procedure. Varied
business processes or operations which includes communication part, data storage, etc. are
extremely improved with the involvement of digitization.
However, on the other hand, Kunzmann, (2020) highlighted in their research that if the
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transformative actions does not perform well, then it might create various security measures to
the firm and provide fear over employees policies related to serious actions that might also
provide negative results along with create pessimist culture.
Theme 3: Key drivers of digital transformative workspace
Amis and Janz, (2020) reflects that the organizations are facing serious issues in order to
transform business actions into digital ways. For this activity, the companies are extremely
dependent upon the people, process and appropriate technology. Among all the key drivers'
consumer demand is considered as the major driver which lead towards the digitalization of the
work premises. Apart from this, efficient combination and optimum utilization of business
processes lead towards advanced innovation as well as enhancement of employees experiences.
On the other hand Nicola and et.al., (2020) argues that sometimes the drivers of digitized
transformation also affects the firm in negative manner. It is because that the digital technology
has the power to sweep out whole business with just few negative comments over the platform
which highly impacts the brand value and image of the company.
Theme 4: Ways to improve flexibility at workspace
Nemteanu and Dabija, (2021) highlighted in their study that flexibility is one of the major aspect
which have the power to make the business activities successful by increasing employees
productivity level. In order to increase the flexibility there are certain steps taken by the
companies which involves selection of appropriate approaches, encouragement to breaks, limit
down meeting timings, promotion of personal interests, etc. Moreover, the contemporary
establishments are highly aware about this concept and already adopt such approaches in order to
make their business actions successful.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g. research, development
and analysis of ideas, writing, data collection, numerical analysis, tutor meetings,
How long this
will take:
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production of final outcome, evaluation, writing the report):
Milestone one: _________________
Target date (set by tutor): _________________
Milestone two: _________________
Target date (set by tutor): __________________
Gantt Chart
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Section Five: Research approach and methodologies
In order to evaluate the impact of global pandemic over the setting up of digital transformation at work
space, inductive approach will be applied as it assist in analyzing qualitative data appropriately as it has
been chosen as appropriate research type in order to complete the project. To collect the data into most
effective manner, primary as well as secondary method will be adopted within which for primary
research data will be collected from 20 employees of Burberry to evaluate the topic. For secondary
research, previous studies will be assessed in order to develop brief thesis.
What type of research approach and methodologies are you likely to use and why? What your areas of
research will cover:
While this research will make the use of inductive approaches, apart from this, primary and secondary
research methods will be used.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another qualification
and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
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Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV) Date
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Research Ethics approval form
All students conducting research activity that involves human participants or the use of data collected
form human participants are required to gain ethical approval before commencing their research. Please
answer all relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed research fully with your unit
tutor. Please complete this form in good time before your research project is due to commence.
Section 1: Basic details:
Project title: Impacts of global pandemic situation in accelerating the digital transformation at the
workplace- A case study on Burberry.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
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Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
yes
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
Through random sampling method
Describe the processes you will use to inform participants about what you are doing:
They are being informed through using the mail and informing the manager about the questionnaire
with their employee.
How will you obtain consent from participants? Will this be written? How will it be made clear to
participants that they may withdraw consent to participate at any time?
Yes.
Studies involving questionnaires: will participants be given the option of omitting questions that do not
wish to answer?
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Yes No
If no please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed consent to
be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them a brief explanation of the
study)?
Yes No
Will participants be given information about the findings of your study?(This could be a brief summary of
your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data Protection Act
(1998)
Yes No
Who will have access to the data and personal information?
During the research:
This will be handled by the team members.
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Where will the data be stored?
The data will be stored at data security act and software for secure the data.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
The data will be stored according to the data security act and software for secure the data.
How long will the data and records be kept for and in what format?
The data will be kept up to next research.
Will data be kept for use by other researchers? Yes No
Section 5: Ethical Issues
Are there any particular features of your proposed work, which may raise ethical concerns? If so, please
outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise because of your
research. Please consider/address all issues that may apply. Ethical concerns may include, but are not
limited to the following:
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
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I have read, understood and will abide by the institution’s Research and Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that may arise in the
course of my research
Name: Date:
Please submit your completed form to your supervisor and also attach to the Research Proposal when
submitting to Turnitin.
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