Analyzing Digitalization and its Effects on Business Model Innovation

This dissertation investigates the impact of digitalization on business model innovation. It begins with an introduction to the research background, aims, objectives, and questions, followed by a literature review that develops an understanding of digitalization, examines its impact on business models, and determines its benefits and drawbacks. The research methodology section details the research type, design, approach, philosophy, data collection, and analysis methods, including ethical considerations. The data analysis and discussion chapter presents findings derived from secondary sources. Finally, the dissertation offers recommendations and a conclusion summarizing the key aspects of the study, emphasizing the significance of digitalization in modern business environments and its implications for organizational strategy and innovation. The study highlights both the positive and negative aspects of digitalization, offering valuable insights for businesses considering adopting digital technologies.

DISSERTATION

Table of Contents
CHAPTER-1 INTRODUCTION.....................................................................................................3
Research Background .................................................................................................................3
Research aim and objectives........................................................................................................3
Research questions.......................................................................................................................3
Overview......................................................................................................................................4
Significance of the Study.............................................................................................................4
Rationale .....................................................................................................................................4
Structure of the thesis...................................................................................................................5
CHAPTER-2 LITERATURE REVIEW .........................................................................................5
Theme: 1 To develop an understanding towards the concept of digitalization (780)..................6
Theme: 2 To examine the impact of digitalization on the business model innovation (780)......8
Theme: 3 To determine the benefits and drawbacks of the digitalization with respect to an
organization .................................................................................................................................9
CHAPTER 3 RESEARCH METHODOLOGY............................................................................11
Research Type-..........................................................................................................................11
Research Design-.......................................................................................................................12
Research approach:....................................................................................................................13
Research philosophy:.................................................................................................................13
Data collection:..........................................................................................................................14
Data analysis:.............................................................................................................................15
Ethical consideration:.................................................................................................................16
CHAPTER 4 DATA ANALYSIS AND DISCUSSION...............................................................16
CHAPTER:5 RECOMMENDATIONS.........................................................................................24
CHAPTER-6: CONCLUSION .....................................................................................................26
REFERENCES..............................................................................................................................28

CHAPTER-1 INTRODUCTION
Research Background
In the recent era, it has been identified that the advancement of technology is taking place
rapidly across the globe. The use of technology is increasing day by day and is becoming an
essential part of each and every department within an organization. The use of technology in
different sectors and within different organizations has made the working of the employees
comparatively easy as compared to the time when each and every task within an organization
was done manually without use machines (Cijan, and et.al 2019). But, now, with the
advancement of technology across the globe, the organizations have been adapting to new
technologies within their organizations in order to automate a number of operations within the
business enterprise. The use of technology is also allowing the organizations to provide their
customers with innovative products within the market in order to enhance the customer
experience with the product offerings of an enterprise. Also, helps them in reducing their cost of
acquiring labour within the enterprise. Similarly, the present research will study the concept of
digitalization and its impact on the business model innovation within a business enterprise. The
present research will make effective use of the research tools and techniques in order to analyse
the data collected for the purpose of conducting the research.
Research aim and objectives
Aim : "A study on digitalization and its influence on business model innovation"
Research objectives
 To understand the concept of digitalization.
 To identify the impact of digitalization which influences on business model innovation.
 To determine the significance and the drawbacks associated with the concept of the
digitalization within a business enterprise.
 To recommend strategies to bring innovation within an organization.
Research questions
Q.1 What do you mean by digitalization?
Q.2 What are the advantages and disadvantages of digitalization?
Q.3 What is the impact of the digitalization on the business model innovation?

Overview
The present research aims to study the concept of digitalization and how it influences the
business model innovation within a business organization. Digitalization can be described as the
utilization of the digital technologies within a company in order to change the business model
and allow the company to increase their revenue and sales by grabbing the valuable
opportunities. The automation of various tasks within the business processes is a type of
innovation which has helped the business sector in reducing their cost associated with acquisition
of skilled as well as unskilled labour (Jovanović, Dlačić, and Okanović, 2018). This is so,
because, earlier, the organizations used to hire employees for the purpose of carrying out each
and every activity within the company. However, the technological advancement has allowed the
companies to automate their operations by implementing the use of technology and eliminate
those employees from the company whose work can be easily done with the help of software.
Therefore, the present research will aim to determine the impact of the digitalization on the
business model innovation.
Significance of the Study
The present research will be helpful for different types of business organizations within
different industry in determining the need of digitalization. The findings of the research will
include both the negative and the positive aspects of the research with respect to the
digitalization (Rachinger, and et.al 2018). This will allow different organizations to determine
their own decision, i.e., whether they want to opt for digitalization within their companies or not.
The findings of the research can form a basis for the companies while deciding their course of
action in context of digitalization and the role it has on the business model innovation.
The present research will also be of great help for the research scholars who wants to
further research in a subject that is similar to the current topic of the research that is specifically
based on the concept of digitalization. Similarly, the present research will also help the
employees in enhancing their skill sets by identifying the areas which are increasingly
automating within the companies and therefore, develop certain skills within them which could
them in gaining a good position within their respective professions.
Rationale
The digitalization is adopted by a range of business organizations all over the world,
some has been greatly befitted with the use of technology within their enterprises while

employees of company might have felt discouraged with the use of technology. This is so,
because, bringing automation within the company creates problems for several employees
because now the organization do not have any requirement of those employees in the company.
Therefore, the major reason behind conducting the study is to determine how digitalization and
innovation has multiple meanings associated with its use within a business enterprise.
Structure of the thesis
The present research has six chapters. The first chapter is introduction which includes the
aim, objectives, research questions with respect to the study. It also provides a research
background, the significance and rationale behind conducting the research. The second chapter
will be based on the Literature review. In this chapter, certain themes are formed on the basis of
the subject of the study and information collected through secondary sources is used. The third
chapter id the research methodology (Parida, Sjödin, and Reim, 2019). It includes all the relevant
methodology associated with conducting the research. This chapter states the type of research,
the techniques that will be used to analyse the data, approach and philosophy to research, the
way in which the data will be collected, the ethical considerations associated with the study and
various other such important aspect of the study. The fourth chapter is based on the data analysis.
In this chapter all the data collected using secondary sources will be taken into consideration and
will be analysed in order to form relevant conclusions. The fifth chapter is the recommendation
and conclusion in which the recommendations with respect to the subject of the study will be
provided and a conclusion will present that includes all the key aspects of the study.
CHAPTER-2 LITERATURE REVIEW
Literature review can be referred to as an overview of major writings and other relevant
sources of information with respect to the subject to the study. The literature review section of
research includes the writings from different types of sources such as journals, authors, books,
websites, articles, government reports etc. Similarly, in the present research, the literature review
will include evaluation of each source from where the data has been gathered with respect to the
concept of digitalization and the ways in which the digitalization affects the business innovation
model within an enterprise. The literature review helps the research scholars in determining
different types of inconsistencies with respect to the subject of the research. The inconsistencies
include the gap in the research conducted previously, identify the conflicts within the previously
conducted studies, determine the questions that left unanswered from other studies. The current

literature review will also help the research scholars in determining the additional needs in order
to conduct a research.
Theme: 1 To develop an understanding towards the concept of digitalization (780)
According to Parida, Sjödin, and Reim, (2019), digitalization can be defined as the
utilization of technologies within a business enterprise for the purpose of changing a business
model and enhance the sales and revenue of the company. The use of digital technologies within
an enterprise has made the working and operations of the workforce easier than compared to the
times when there was a need for them to work manually and still accomplish each and every task
on time. The use of technology has made it easier for the organizations to accomplish their
routine tasks and meet the deadlines by efficiently carrying out the required responsibilities
within associated time frame.
As investigated by Blštáková, Jand et.al (2020), the technological advancement is taking
place within different fields, organizations and industries. The use of technologies within these
sectors have increased the productivity of each sector and also helped all the sectors with their
growth and development. The different types of technologies within different sectors plays
different roles and have different impacts on the performance of the company. The organizations
falling under the category of retail industry makes effective of digital tools such as inventory
management software that helps an organization in managing the stock and help them in
managing the orders within the enterprise and track their prices accordingly. The use of
digitalization within the retail sector has also provided the customers with online website with
respect to a specific business enterprise that allows the customers to buy and purchase anything
and everything while sitting at their homes. This has led to an increase in the satisfaction of the
customers with respect to a specific organization.
Author presented that technology is also effectively used within the hospitality sector in
order to provide its customers with enhanced experience. The hospitality industry makes use of
Internet of things technology within their hotels and offer their guests with innovative features
and technologies within their hotels. According the views presented by author, the hotels within
the hospitality industry makes use of digital technology in several ways. It includes contactless
payment solutions, website chatbots, mobile check in, keyless entry systems, wifi infrastructure,
voice control, virtual augmented reality, automated property management systems, face
recognitions, robotics and energy saving technology within their hotels in order to provide their

customers with innovative features which helps them in engaging them with the hotels and
enhancing the customer experience within the industry. It has been identified that due to the
outbreak of Covid 19, the hotels all over the world have implemented the use of keyless door
entry within their hotels in order to ensure the health, safety and hygiene of the customers. The
hotels provides the customers to open their doors by using their mobile phones and make use of
face recognition tools in order to open the doors. Therefore, opening doors of the hotels by using
cards will soon become a thing of the past. Similarly, now the hotels provides their customers
with their own website through which customers can book their stays within the hotel, reserve
their tables for a dine in experience, check the availability of the rooms on the date on which the
customer wants to visit the hotel and stay. All of these things can easily be done by the
customers with the comfort of their homes. The specific websites of each hotel or any other
accommodation facility also provides their customers with chatbots facilities. The chatbots are
automated tools on the website which communicates with the customers, takes their feedbacks,
identifies issues if there are any that needs to be addressed by the hotel. These chatbots also helps
the hospitality industry in determining the issues faced by the clients and then taking relevant
steps in order to mitigate the impact of such issue and also implement strategies in order to
eliminate the same from the hospitality industry.
Parida, (2018) investigates that the health care sector has also implemented certain
technologies within their health care facilities in order to automate a number of operations within
the hospitals and increase the efficiency of the health care facilities provided to the patients. In
today's times, there are various medical technologies such as 3-D printing, artificial organs,
virtual reality, health wearables, robotic surgery and many more which has made several
functions easy for the health care professionals and also helped the patients in increasing the
level of satisfaction with respect to receiving the respective treatments. Even though, the
technology has provided different sectors with a varied number of benefits. Caputo, and et.al
(2021) argues that there are negative consequences of digitalization with respect to a business
enterprise. The excessive use of digital tools within a business enterprise has led to a lack f
interpersonal communication between the business the client.

Theme: 2 To examine the impact of digitalization on the business model innovation (780)
As presented by Caputo, and et.al (2021), it has been determined that the business model
innovation refers to the evolution of new, incomparable and innovative concepts that helps a
business enterprise in enhancing their financial feasibility. The business model innovation
includes the missions, values, and other important and innovative concepts within the
organization in order to enhance the operations and functioning of the business organization.
As per the views of Burchardt, and Maisch, (2019), it has been identified that it is
essential for the business enterprise to effectively determine the needs and wants of customers
within the market that are associated with their industry. Also, the organizations should be able
to determine the needs and wants of the customers and use them as an opportunity to increase
their customer base. The organizations should make effective use of technology within
organizations and use the same in order to address the problems of the customers by bring the
use of technology within the same. If an organization lacks the ability to bring innovative ideas
and concepts to its customers, then there might other companies who will cater to the needs of
the customers within the market and attract them towards the business of the company. Similarly,
the organizations such as Amazon and Netflix are now in a position from where they are unable
to bring innovation within their apps. But, there is a possibility that the new business
organizations come up with new technology within the market which provides the customers
with innovative features that caters to their needs.
According to Velinov, and et.al (2020), the digitalization in today's world in impacting
each and every aspect of a business enterprise, not only the way in which companies bring
innovation to the table. Most of the innovations that are provided to the customers within the
market, are a result of digitalization across the globe. According to Ungureanu (2021), it has
been determined that the digitalization affects the innovations in the following ways. As the
organizations come up with innovative products and services within the market, the number of
digital components with those products also increases. For instance, the innovation may allow
the customers to control a product even from remote places with the use of technology. The
customers might be able to track the product, determine its delivery status. Similarly, an example
of the process of innovation within a process might include working in a team for the purpose of
innovating something new and unique within the market while working from different places.
These aspects allow the business and companies to adopt the use of technology within their

business enterprise and implement the use of the same in order to innovate something, unique,
new and meaningful within the organization. It allows the business organizations to enhance the
customer experience within a business enterprise and engage themselves with the company.
According to Batubara, Ubacht, and Janssen, (2018), it has been determined the
digitalization is playing a major role in improving the operating conditions as well as the
environment within an organization. The digitalization has allowed various organizations
belonging to different industries in reducing the level of unemployment within the nation where
that specific organization operates. The use of technology within different sectors inculcates the
need of employees within the company that helps the organization in effectively using the
implemented technology. Because of the digitalization, now the employees are required to have a
specific skill set within themselves which could help them in getting an employment within a
reputed organization. The individuals have now the opportunity to develop the new and
innovative skills within themselves which could help them in acquiring a reputed position within
a company.
However, the views of Zhao, and et.al (2019), states that though, digitalization has
provided the individuals with a wide range of opportunities to develop a range of skills
associated with the use of technology and use the same in order to gain employment. But, the
implement and excessive of technology and invention has led to decrease or eliminate of the
existing jobs. This has affected the jobs of those individuals whose work or tasks have been
replaced by the technology with different sectors. Therefore, it can be said that due to
digitalization within the companies, it has become essential for the existing employees to keep
working on their skill development in order to retain within an organization or else the company
might replace with the use of technology within the company.
Theme: 3 To determine the benefits and drawbacks of the digitalization with respect to an
organization
According to Shahid, Rappon, and Berta, (2019), there are various benefits of
implementing the use of digitalization within an organization. One of the leading advantage of
implementing the use of digitalization is the improvement in the efficiency and the productivity
of the employees within an organization. The digitalization has allowed the organization to make
effective use of the ERP systems within the company that has led to a great improvement in the
working efficiency of the workforce within the company. The use of ERP allows the workforce

within the company to communicate easily and transfer the data from one department to another.
Also, ease the process of customer transition within the company. All of these features adds up to
the strength of the organization and helps the same in saving their time, funds and resources in
context of the organization.
As investigated by Shahid, Rappon, and Berta, (2019), it has been identified that the use
of digitalization has also helped the several organizations in increasing the transparency within
the company. For instance, there are a number of companies that have started to use ERP or SAP
systems within the organizations. These are accounting software that helps a company in
automatically recording the transactions that takes place within the business enterprise on the
routine basis. With the use of these software, the accountants or other employees within the
accounting department gets to determine the payments that are due, or the clients who have paid
in advance. This access to this information to the employees allows the employees working
within the department to take relevant steps in order to receive the payments that are due and
should have been received by the company till that date. In this way, the implementation of the
digital technology within the company allows the organization to bring transparency within the
business operations.
As per the views of Mustajab, and et.al (2020), it has been determined that the
digitalization has also helped varied organizations in enhancing their customer service as well as
enhancing the experience within the business enterprise. For instance, what would have
happened if the customers used to the support team of a company in order to constantly check
the processing and the location of their specific order with the company. This would have created
a blunder and might lead to creation of mismanagement within the company. But, fortunately,
the companies have been using technology in order to automate a number of business processes
as well as their operations. The customers of the company have the opportunity to track their
location of their order using the GPS and the links provided by the organization to the customer.
This helps the company in improving the customer experience with the company. Another
advantage to the customers within the retail sector is that while shopping online, the business
websites provides the customers with insight about the product. This means the customers can
easily check whether the specific product is available with the company or not, how many pieces
of a specific product are available for the customers. The access to this information helps the
customers in determining whether the organization has sufficient inventory or not.

According to Allam, (2018), it has been determined that, the increased of technology with
a business enterprise has also lead to certain disadvantages. One of the leading drawback with a
company can be seen as the loss of jobs of existing employees with a business firm, With the
technological advancement, most of the existing jobs within the business enterprise have been
found to be replaced by the technological inventions within the company. The technological
within the business organizations is constantly evolving within the business environment and is
automating a number of business operations that are carried out manually within the company.
This has led to a threat of the employment of the existing employees and as their jobs are being
replaced by the technology. Therefore, it has become essential for the workforce to keep learning
new skills on the basis of key trends within market in order retain their positions within the
business enterprise.
As per the views of Golosova, and Romanovs, (2018), another major setback of
technology within the business enterprise is the threat of cybersecurity and data privacy within
the companies. The increasing use of technology within a business enterprise has created the
threat of cybersecurity as many hackers can make use of certain software and may hack the
sensitive data that holds importance with respect to an organization.
CHAPTER 3 RESEARCH METHODOLOGY
The research methodology can be defined as the practical process of the particular research
study. Basically this is the practice which is used by the researcher to systematically design the
entire research study for ensuring the meaningful and reliable outcomes which helps in achieving
the objectives of the research study. The overall research methodology chapter justifies the
choices of the design which is shown by method which are been chosen by the researcher
according to the aims and objectives of the research study.
Research Type-
Research type is the different method which is used by the researcher for conducting the
research study. The researcher chooses the type of the research on the basis of the aims and
objectives of research study. There are two types of the research such as qualitative as well as the
quantitative research type. Qualitative research is the method which mainly focus on the
interpretative and the naturalistic approach conducting the specific research study. This type of
research involves the collection, analysing of the non-numerical data such as video, text and
many more for understanding the deep concepts, experiences as well as the opinions for better

outcomes. The quantitative research is the process which involves collection and analysing the
data which is in numerical form. This type of the research is used for finding the patterns as well
as the averages, making the predictions and bringing the effective outcomes for the large
population. The research type which has been used in this research study is qualitative research
method. Using this type of research, it helped in saving the money, enables the researcher to
understand the attitudes and behaviour of the people regarding the specific and relevant topic.
The qualitative research method has helped in effectively understanding the views of the people
regarding the topic fore which the research study is conducted, qualitative is important type for
the completion of the study, here researcher has focused on thematic data which is collected with
the help of observation of viewpoint of participant or people chosen in the study, qualitative
focus on careful observation of the viewpoint of each individual and provide final result
accordingly.
Research Design-
Research design can be described as the strategy which the researcher uses for combining and
integrating the various elements of the research study in the logical as well as coherent manner.
This enables the researcher to conduct the overall research study of the unknown topic but in the
systematic approach and structure. Research design is basically the simple structural framework
including very research methods and techniques which is chosen by the researcher. There are
three types of research design such as exploratory, descriptive as well as case study. The
exploratory research design is conducted for the research problem that is the situation when the
researcher does not have the past data for conducting the research study. Descriptive research
design is the type of the design whose main purpose is to acquire the information for
systematically defining the phenomenon condition as well as the situation. Case study is the type
of the research design which can be defined as the approach which is used by the researcher to
conduct the deep understanding of complex context. For the completion of the study, researcher
has considered descriptive research design allowing researcher to consider in depth details and
proper analysis of the study, descriptive research design simply means researcher will consider
going into in depth detail of situations using research material, here researcher carefully collect
data, analyse those particular data and provide final presentation in effective manner.

Research approach:
Research approach is one of the most important element in the research, this allows researcher to
properly plan and systematically collect data according to their research type. Approach is set of
plan and a proper way to collect, analyse, clear and interpret data to find the best possible
answer, this includes steps in broad assumption. Almost every researcher see research approach
as general plan and perfect procedure for conducting a study and getting final result, it is very
clear that without plan and proper procedure, it becomes complex to collect data and interpret
them. Each approach is research allow researcher to complete the study in set criteria which
means there will be no mistake if researcher know how to carefully use this data. There are two
type of research approach, these are: inductive research approach and deductive research
approach, for the completion of the study, researcher can select one of the approach. Inductive
research approach researcher has crafted brand new theory that cover every detail and particular
data in clear and simple observation. Inductive approach want researcher to generate new theory
and build final result on careful observation, researcher create proper pattern and conceptual
framework and try to explore an phenomenon set by them to complete their study whereas
deductive research approach means researcher has focused on existing theory that allow them to
carefully examine those already established theory with pattern and framework, researcher who
chose deductive research approach focus on hypotheses related to those theories which are
already exist and consider by other researcher as well for the completion of their study. Both
approach is best in their way, it depends on researcher. For the completion of this study,
researcher has considered deductive theory which allowed them to focus on existing theory and
already established framework.
Research philosophy:
Research philosophy is important pillar in the research process where researcher will focus on
clearing on data under a phenomenon, philosophies are set of belief that are considered by
researcher under a phenomenon where data is collected, analysed and carefully used for the
completion of the study. Every research focus on either epistemology or doxology, these are term
denote what is true and what is believed to be true. Both, epistemology and doxology in research
is term which denote how researcher see the world and act accordingly to complete their study,
from observing what is true and from believing what is true is two different terms which consider
by researcher for the completion of their study. There are two type of research philosophy thatthe

innovation within a business enterprise. The use of digital solutions has helped various
organization belonging to different sectors across the globe. The use of digital solutions has
helped the company in reducing their cost associated with the acquisition of human resource
within the company because with the help of the technological advancement within the market,
the organizations have learned to adopt the strategies of automating a number of tasks within a
business organization. This has helped the companies in decreasing their cost and also saving
their time associated with conducting of the business operations within an organization.
However, within the literature review, certain authors critiqued the concept of digitalization
within an organization because due to the development of the digitalization within the business
enterprise, many people have lost their jobs as their working was replaced by the technology
within the business organizations. Therefore, it can be stated that the use of digital technology
within a business has its own set of advantages and disadvantages within the company. The
fourth chapter belongs to the research methodology which states the type of the research, the
philosophy used for conducting the research, approach of research, the ethical considerations,
and may more of such aspects associated with the subject of the study. Further, next chapter
analyses all the relevant information that is associated with the subject of the study. allow
researcher to complete their study, these are; positivism and interpretivism. Positivism as
research philosophy means researcher consider reality as stable process which can be either
observed or described with a set viewpoint, here researcher believe that society change behaviour
of individual, positivism focus on previously observed and careful explained realities under an
interrelation, this has an historical tradition whereas interpretivism means individual shape
behaviour of society, this belief allow researcher to consider and carefully observe either
individual or society, this observation help researcher to complete their study and provide final
result accordingly, interpretivism focus on subjective interpretation of reality where researcher
try to carefully understand the phenomenon. For the completion of this study, researcher has
considered positivism which helped researcher to understand how society shape behaviour of
individual and what are the existing theory which are considered by researcher for the
completion of their study.
Data collection:
Data collection is most important element in the research, this allows researcher to collect data in
different methods for the completion of their study. It is very clear that every research need data

that can be used to complete study, these data are collected with different approved methods.
Data collection is process of gathering data, researcher need to consider one method, or they can
consider two method as well depending on the topic of the study. There are two type of data
collection method, primary and secondary. Primary data collection means researcher has focused
on collecting new data which is not been used by any other researcher for their study, primary
data simply means data which is collected by researcher with their set criteria for example either
through sampling or through other method, primary data collection is expensive method whereas
secondary data collection is not that expensive because researcher has focused on that data which
is already been collected and analysed by other researcher for the completion of their study,
secondary data is good enough but researcher can not completely depend on secondary data as
trend and statistic change with time. For the completion of this study, researcher has considered,
secondary data analysis allowing them to consider those data which is already been established,
due to broadness of topic, secondary data collection method was best as this provide more details
of chosen topic.
Data analysis:
Data analysis is another important element and important part of data collection where researcher
have to clean and analyse data which is collected in data collection element of the research. Data
analysis depend on researcher type, statical data is considered if researcher has focused on
quantitative research type or thematic data is considered if researcher has focused on qualitative
research type. Data analysis is simply process of analysing collected data, however, researcher
has to be carefully while analysing data as this may result in failure of the study, this is important
part in the research where it becomes essential to consider all ethical standard set by research,
data should be analysed on proper manner avoiding any kind of mistake which can impact
effectiveness of the research, researcher have to follow all ethical standard while analysing data
and concluding their final result for the completion of the study. Researcher in this study has
considered quantitative data type which means they have focused on analysing data in statistical
form, researcher has considered those data which are available in statistical form and used for the
effective completion of the study.

Ethical consideration:
Ethical consideration is key pillar in every research, there researcher set a criterion that allow
them to follow require standard, ethics simply means moral consideration where researcher focus
on basic moral attributes which needs to be considered in data collection process. It is very clear
that ethics does matter when researcher collect and analyse data, without ethics, researcher might
fail to effectively complete study and reach to final conclusion. Ethics simply mean basic moral
and politeness while conducting researcher. In both, primary and secondary, ethics are important,
for the completion of this study, researcher has considered certain criteria of ethics, these are:
 Data collection with the help of secondary data is carefully observed and analyse which
provide relevant information which simply means researcher have not changed any digit
or number to drive better result.
 In secondary data collection, researcher has give references to respected author who have
already provided result on chosen topic, here researcher has considered moral value and
avoided any kind of misconduct which can impact their study.
 If researcher consider primary data collection method then they would have carefully
observed each participant by providing them informed consent and get their approval to
perform, researcher would adopt politeness which allow them to respect each and every
participant.
CHAPTER 4 DATA ANALYSIS AND DISCUSSION
Data analysis can be described as the process in which there is systematically applying
the statistical and the logical techniques for describing as well as illustrating for evaluation of
data. From the data which has been collected from the books and journals has stated that the
digitalisation has the very high level of influence on the business model of the innovation. The
digitalisation is the term which involves using the advanced technology to change the model of
the business as well as enables the company to earn higher level of the profits and creates the
opportunities for the companies. It has been identified from the research study that it is the
movement of the businesses towards the digital business. The businesses adopting this element in
the business model helps them in increasing the efficiency of the process as well as the quality of
the products and the services which are provided to the customers. Various journals has stated
the different definitions of the digitalisation (Ahmad and Murray, 2019). Basically, the
digitalisation is the process of physical objects and the attributes to the digital representation.

It has been found from the research that the company when adopts the digitalisation
provides many advantage such as the helps in increasing the efficiency, boosts the productivity
level of the organisation, lowers the costs of the operations, improves the experience of the
customers, enhances morale of the employee and many more. This shows that the digitalisation
accelerated the growth of the company by facilitating such benefits. This is the best innovative
idea which the company can use to grow as this helps the company to grow their business by
using very effective techniques of the technology. Digital technology is getting highly advanced
day by day as by increasing the connectivity, financial inclusion, higher level of access to the
trade and the public services. The digitalisation has very high and the proven impacts on the
reduction of the unemployment, improvements in the quality of the life as well as increases the
access to the public services.
From the research it can be analysed that the digitalisation has very high level of impacts
on the business as it helps them in improving the efficiency of the overall operations of the
businesses as well as accelerating the automation within the organisation. The networking
services is the most affected business model which is highly associated with the disruptions as it
enables for the complete new ways for delivering the values. Some examples of the famous and
popular disruptions are such as Spotify, Netflix and many more. The increased digitalisation has
very highly influenced the various kinds of the business activities which involves the business
model of the company as well (Garzella and et.al., 2021). This enables the various types of the
new forms of the cooperation among the companies leading with the new products and the
services which are offered as well as the company relationships with their customers and the
employees. The digital is considered as the one of the main driver of the recent changes and the
trends of the business world. The digital technologies has brought the effective development as
well as the operations for the different types of the services. The above findings shows that the
digitalisation influences the and contributes in the growth of the business as the digital processes
are allowing the effective and the smooth flow of the inter departmental information as well as
eliminates the redundant tasks. This overall helps in improving the efficiency of the business.
The research findings has stated that the digitalisation has high level of significance in the
business enterprises. The digitalisation integrates the conventional records or the files into the
digital from as well as this eliminates the shortening and ineffectiveness of the communication
chain. The creative and the innovative digital solutions provides the competitive edge to the

business world as this increases the quality as well as the profitable methods. The company
adopts the digitalisation as this helps in saving the cost, increasing the level of efficiency, lack of
the human error, reduction of the operational costs as well as enables the company to analyse the
data. The changing consumer’s trends has created the very challenging for the entrepreneurs for
growing their businesses. It has been identified that there are drawbacks as well of the
digitalisation to the business enterprise (Rijswijk and et.al., 2020). The digitalisation methods
costs very high level of the initial cost for adopting the highly advanced digital technology.
There are high level of the security concerns as the digital technology is connected with the
internet and this is the main way for the cybercrime. The usage of the energy is increasing as this
has the negative impacts on the planet as well as it costs very higher amounts of the bill to the
companies. The company then largely depends on working on the technology and if the
technology fails and then the company come to the stage of the standstill until the problem is
fixed.
The data which has been collected by the books and the journals, has stated that the
digitalisation has the drawbacks as well with the significance to the business enterprise.
Digitalisation is not much easier to be adopted by the companies as this costs very higher level of
the amount for the organisation. The digitalisation has very higher level of the risk of the security
to the business enterprise. As this can cause the steal of the data by the hackers, the accounts of
the employees can be hacked by the hackers and many more. The drawbacks cannot be neglected
by the companies as they must be taken into the consideration and effective measures must be
taken by them to eliminate the risk associated with the digitalisation. The vast and the large
amount of the data is collected by the company on the digital platforms (Pokrovskaia and
D'Ascenzo, 2018). The data which has been collected is stating that the digital transformation is
creating very high level of the security risks. The cybersecurity is causing by the digitalisation as
very important information is present on the web of the company and these informations are
been stolen by the web criminals.
Innovation is the term which is creation, development and the implementation of the new
or the unique products and services which has the main aim of improvements of the efficiency as
well as the effectiveness or the competitive edge. The innovation is much important for the
company as this will help them in growing their business by staying ahead in the highly
competitive market. In recent times, it is very necessary for the companies to adopt the

innovative ideas in the business as this will help them in growing their business by expanding
their reach in the marketplace. The company integrating innovation ideas helps them in
improving the productivity, reducing the costs, improves the brand image, increases the
profitability of company and many more (Mavlutova and et.al, 2020). By going through many
books and journals it has been found that it is very beneficial for the companies to adopt the
innovation strategies in the organisation. There are many ways through which the companies can
adopt the innovation within the organisation. As it is true that the innovation is all around the
environment from the new technologies to the new start-up of the business with the new ideas,
the innovation is making the companies much profitable and growing them in the highly
competitive marketplace.
The leaders of the company is highly responsible for creating the environment in the
business which will help the employees to think innovatively. The ways which can be used by
the businesses to encourage the innovation in the business are such as-
Creating effective innovative culture: The culture of the company must be very positive and
effective which enables the employees of the company to think innovatively. This will helps the
company to capture and gather the diverse innovative ideas and the most appropriate idea can be
implemented. The culture of the organisation much supportive as this will allow them to think as
well as express their ideas without hesitating and without the risk of criticism.
Rewarding and celebration: The company must organise the program in which the rewards and
the recognition must be provided which will allow the employees to feel valued and think that
their hard work and efforts helped them in achieving the personal as well as the organisational
goals (Kahn, 2018). Celebrating the success plays the important role for thinking creatively and
makes them confident for the work and the efforts done by the employees of the company.
Diverse employees: The candidates when hired within the business must select the employees
by considering the diverse employees. This will facilitate the company to gather different and
unique ideas by different employees. Every employee has it won ability of thinking as this will
help in capturing the most appropriate and suitable innovative ideas which will enable them to
make and earn higher level of the profits.
These are the strategies which has been found by researching which can be used by the
businesses to adopt and encourage the innovation in the organisation. Successful innovation
helps the company to add much value to the products and the services which they are offering to

the customers for increasing the profits for the business. Innovation is the main driver for the
modern existence of the businesses in the competitive business world as this shows the
significance of the innovation to the business enterprise (Udriyah, Tham and Azam, 2019). The
innovation also contributes to the economic growth of the country as when innovation is
integrated in the business, this helps the organisation to increase the output level and thus this
directly contributes to the growth of economy. Innovation is much wider term which is beneficial
for the company as well as for the overall economy growth of the country. According to many
authors, it has been found that the company using the innovation has the ability to stand and
provide the competition to its competitors in the market.
Many of the authors has stated that innovation also costs very huge amount of the
investments for the companies. It is very difficult for the small scale companies to investment
such huge amount for the innovation so the small scale companies have to adopt another
methods for growing their business. The companies also faces many challenges while
implementing the innovation ideas within the business. Innovation takes much time so the
leaders which are impatient feels very long duration of time and they faces challenges for this.
The companies not having the effective innovation culture faces the challenge for the gathering
the diverse and the unique innovative ideas in the business. There are many companies which has
the fear of making changes in the organisation as they have the fear of failure. They think that
implementation of the new things may lead to the failure and the company may suffer huge
losses (Ekman, Berglind and Thompson, 2021). The companies must use the corrective measures
to solve such problems as this will help them in growing the business as well as helps them in
reaching their business at the global level.
Digitalisation is also the innovation which the companies can use in order to stay ahead
in the competitive market. This will help the company to improve its business processes without
making any changes in it as well as helps in increasing the effectiveness and competitiveness of
the company by lowering the costs. The company adopting the digitalisation in the recent times
will enjoy the leading position in the future as digitalisation will help them in acquiring the
effective and leading position in the market (Martinez, 2019). All sizes of the business are highly
influenced by the digitalisation as they have to digitize all the procedures as well as has to
develop the new business strategies as well as the services. According to the data collected for
this research study, has effectively explained the detail for the digitalisation as well as of the

innovation to the business enterprise. These both are highly significant for the businesses as they
facilitate the growth of the business by providing many benefits to them. The advantages of
digitalization and innovation within an organization has been explained below:
Improved data collection: Many business organizations are gathering tons of consumer data for
the purpose of determining the needs and wants of the customers within the market. But,
gathering the customer data is not sufficient in order to determine the needs and wants of the
customers within the market. It is essential for the organization to be able to analyse the gathered
information for the purpose of taking the business forward by providing the customers by
catering to their needs. The availability of the digital solutions within an organization provides
the company with various ways of gathering the data and then categorizing them into right head
so that they could be found easily by the management of the organization as and when it is
required. With the help of the digitalization within an organization, the company converts the
raw data that is related to the customers of an organization into insights that can be used further
in order to identify the needs, wants and preferences of the customers with respect to the
products offered by an enterprise. These insights make it easy for the organization to innovate
products on the basis of the needs and preferences of the customers within the market. Also, it
has been determined that the innovation of the software that allows the organizations to secure
the data related to the customers and use the same in order to further use the same to increase
their sales and revenue within the company.
Enhanced resource management: The use of digital tools within an organization allows them
to integrate the relevant information associated with the company along with the required
resources within an organization in order increase the effectiveness of the operations and
functions within an organization. When an organization makes use different software for
different tasks, the time consumption of the organization increases as the management and the
employees of the company has to make use of different software for completing each of the tasks
within the business enterprise. This is so, because, the management and workforce of the
company has to develop an understanding towards each software in order to complete a specific
task within the company. On the other hand, if an organization implements the use of digital
technology and solutions, it helps them innovating something useful and make it easy for the
company to carry out the routine activities associated with the business operations within a
business enterprise . The innovation of different types of technology allows an organization to

effectively manage the available resources within an organization. The implementation of
technology lets the enterprise integrate the available software within the company in order to
enhance the efficiency of the work done by the employees within the company. The integration
of the tools and technology also makes it easier for the employees to carry out the desired actions
by accessing a single software and all of the necessary functions will then be automated.
Therefore, it can be stated that the company can easily manage the resources within the company
by easing the business processes within the enterprise and increase the productivity of the
workforce within the business enterprise.
Data compelled client insights: The digitalization within a business enterprise leads to
development of innovation within the business. One of the most important factor that help the
business organization in development and manufacturing of new products within the market is
the data associated with the customers. The customer data includes the basic information of the
customers of the company, it includes their needs, wants, preferences the challenges that the
customers face within their routine activities. The access to this data helps the companies in
identifying the major information associated with the needs of the clients and provide the
customers with the manufacturing and development of the products that caters to the needs of the
clients. Similarly, the digitalization also provides the companies with an opportunity to gather
the consumer information and analyse the same in order to enhance their satisfaction with what
has been offered to them by the company (Drobyazko, and et.al 2019). The customer insights
also help the companies in developing strategies keeping in mind the needs of the customers and
provide them with services that helps them in catering to the challenges they have to face
carrying out various sorts of activities. Also, the higher the level of customer satisfaction, the
better will be the sales, revenue and the profitability of the company.
Enhanced customer experience: One of the leading objectives of a company is to enhance the
level of customer satisfaction within an organization with the help of providing the customers
with innovative products within the market. One of the major factor that contributes to the
growth of a company is the level of customer satisfaction of the clients of a business enterprise.
Therefore, it is essential for an organization to work on their strategies of innovation which can
help the company ion enhancing the level of satisfaction among the customers of the enterprise.
One such way of improving the customer satisfaction is to implement the strategies of
digitalization within the company. The utilization of the digital solutions and technologies within

the company can help them in enhancing the customer satisfaction. The digitalization allows the
company to make effective use of emails, portals, different types of software, digital products
and many more of such digital solutions which can help the company in easing and smoothening
different types of business processes within an organization (Mansour, Presser, and Bjerrum,
2018). The emails allow the companies to get in touch with new and potential customers of the
company and communicate to them about the products and offerings of the organization and
thus, influence them into purchasing the products and services of a company. The emergence of
digital tools has raised the customer expectations of the customers within the markets in different
types of fields within the market. Similarly, the use of these digital solutions such tracking of the
order status by the customers allows them to check where their product has reached and how
much time it will take in order to get delivered by the organization. Also the fast deliveries of the
online ordered items also help the companies in making a special place in the hearts of the
customers and allow them to enhance the level of customer satisfaction.
Enhanced profits: It has been identified that the use of digital solutions within the business
operations of an enterprise helps the company in increasing its profitability within the market.
The implementation of digital solutions in the business operations allows the company to make
effective use of technology and automate a number of business functions within the organization.
The automation of different functions allows the company to eliminate those employees from the
organization who are not efficient in their working within the company (Zhao, and et.al 2021).
The automation of the business operations within the business enterprise allows the company to
eliminate the errors from the business processes as it has been found out that the use of digital
solutions is more trustworthy within the business process as compared to work conducted
manually (Lee, and Roh, 2020). Therefore, the implementation of the digitalization helps the
companies in reducing their cost associated with the employees working within the organization.
Also, the digital solutions will help the company in saving their time and increasing the working
efficiency of the workforce employed within the enterprise. The technology helps in gaining
customer reviews about the products offered to them and take necessary steps in order to
eliminate the features that affects the consumer satisfaction within the company. This develops a
feeling within the minds and the hearts of the customers that they are important for the company
as the company is effectively taking the required steps that could eliminate the issues from the

company and help the customers in getting engaged with the company. These features help the
organization in increasing their profitability within the business enterprise.
Emphasis to the digital culture: The digital solution and the innovation of digital tool within
the company helps the company in increasing the use of the digital tools and motivate the
workforce towards the use of technology in order to carry out a specific task. The use of
technology within the business processes of an enterprise allows them to provide the workforce
with the right tools that helps the employees in effectively carrying out the business functions
within the company. The availability of the right tools for the purpose of carrying out an
operation within an organization influences the employees into increasing the use of those tools
so that they can increase their working efficiency and help the company in achieving their
organizational goals within a stipulated timeframe (Haaker, T., and et.al 2021). Similarly, the
higher the number of employees using the technological tools for the purpose of carrying out
their business activities, it will increase the use of digital solutions within the company.
Therefore, it can be stated that when even a small number of employees within the company are
using the digital tools and software within the organization in order to conduct the routine
business activities, it motivates the other employees into increasing the use of digital solutions
and thus gives rise to a digital culture within the organization.
Enhanced productivity: When an organization knows about the different types of tech tool that
are available to them, the organizations do have the opportunity to put them to effective use
within the company and streamline their workflow within the business operations of an
organization. When the workforce of a company is capable of collaborating the efforts made by
each and every individual within the company, it helps them in increasing the effectiveness of
their functions within the company and thus, helps the organization in enhancing the productivity
of the employees within the company.
CHAPTER:5 RECOMMENDATIONS
Even though, there are a number of organizations that are currently using innovative
products within their business enterprise in order to enhance the quality of work done by the
employees within the company. There are certain ways which can be used by the organizations
in order to increase the innovativeness within the business processes as well as the development
of products by an organization within the company. They are:

 Encourage the employees to take challenges: In order to bring innovation within a
business organization, it is important for a company to encourage its workforce to take up
difficult challenges that the organization faces within an enterprise. It is important for the
company to take the required steps in order bring innovation and development within
their organization. The company can encourage the staff into providing the organization
with innovative solutions by rewarding on the basis of the innovation they have offered to
the company.
 Collaborate the efforts: In order to bring innovation within the business organizations, it
is important for a company to collaborate the efforts of each and every individual
working within the company (Tafti, Abdolvand, and Harandi, 2019). Organizations
should promote the culture of socializing within the enterprise as it helps the company in
developing new ideas. The company should also provide the employees with cosy
corners within the company, board rooms with white boards where the employees have
the opportunity to communicate with each other and discuss new and innovate ideas
within the company. This will help the organization in increasing the level of innovation
offered.
 Reduce the burden: If the organizations want their employees that they provide their
organization with innovative products and technology within the company for its own
betterment then it is important for the company to take steps which helps them in
reducing the workload and burden of the employees within the company. This is so,
because, when employees are free and have the time to think, only then it is possible for
them to innovate something new for the company or else they are occupied to an another
extent which does not allow them to think and ponder on new things within the company.
Therefore, it is recommended for the company to reduce the burden of the workforce so
that they can get an opportunity ponder on new things and help the company in bringing
innovation within the same.
 Introduce new employees: It is true, that experience is essential for the employees as
well as the company as it makes a number of things easier for the company. The
experienced employees within an organization takes less time in understanding certain
things as they have done the same within the company where they used to work earlier.
However, after a point of time, it is important for an enterprise to hire young talent within

the company (Mavlutova, and et.al, 2020). This is so, because the technology within the
market is changing rapidly and the young employees are better at innovating something
new as they have recently studied a number of things associated with the technology
which helps them in easily grabbing the important concepts and help the organization
with the development and manufacturing of innovative products in order to improve
customer satisfaction within the Lee, K. and Roh, T., 2020company.
CHAPTER-6: CONCLUSION
From the above report, it can be concluded that digitalization impacts innovation and also
affects the business model innovation of an organization. The implementation of the
digitalization within the organization leads to the development of innovation within the
companies and also promote the use of digital solutions within the company. The present study
has considered all the relevant research ethical while conducting the study. The present chapter is
based on the introduction which includes a research aim, the objectives associated with the
subject of the research, research rationale, significance of the study, project background that
states provides a brief insight on the subject of digitalization and how it impacts the business
model innovation. The second chapter is based on the literature review on the subject of the
research. It provides a brief insight of how organizations are adapting the use of technology
within their companies and how the use of digital solutions within the company is giving rise to
the innovation within a business enterprise. The use of digital solutions has helped various
organization belonging to different sectors across the globe. The use of digital solutions has
helped the company in reducing their cost associated with the acquisition of human resource
within the company because with the help of the technological advancement within the market,
the organizations have learned to adopt the strategies of automating a number of tasks within a
business organization. This has helped the companies in decreasing their cost and also saving
their time associated with conducting of the business operations within an organization.
However, within the literature review, certain authors critiqued the concept of digitalization
within an organization because due to the development of the digitalization within the business
enterprise, many people have lost their jobs as their working was replaced by the technology
within the business organizations. Therefore, it can be stated that the use of digital technology
within a business has its own set of advantages and disadvantages within the company. The
fourth chapter belongs to the research methodology which states the type of the research, the

philosophy used for conducting the research, approach of research, the ethical considerations,
and may more of such aspects associated with the subject of the study. Further, next chapter
analyses all the relevant information that is associated with the subject of the study.

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