Business Dissertation: Digitalization Impact on Marriott International

This report examines the impact of digitalization on Marriott International, a major player in the hospitality industry. It explores the core concepts of digitalization, emphasizing its role in enhancing business operations, improving customer interactions, and driving organizational growth. The report investigates the challenges encountered during the implementation of digital technologies, such as employee resistance, lack of expertise, and budgetary constraints. Furthermore, it analyzes how digitalization facilitates change management within organizations, highlighting the use of artificial intelligence and other digital tools to streamline processes and improve employee training and development. The research employs both primary and secondary data collection methods, with a focus on existing literature, articles, and online resources to assess the impact of digitalization and its role in shaping organizational capabilities and strategies. The research aims to determine the impact of digitalization on organizational capabilities changes using Marriott International as a case study, addressing specific research questions and hypotheses related to the roles, challenges, and change management strategies associated with digital transformation in the business world. The study provides key insights for companies aiming to leverage digitalization to enhance their operational effectiveness and achieve their strategic objectives.

Business and
Management
Dissertation

Topic: Impact of digitalization on organisational capability changes.
Introduction
Digitalization is considered as process of converting or translating information in a digital
format. It is also considered as method which provides assistance to a company through which
they can operate its business practices as well as operations in impressive way by accomplishing
their desire target according to set standard. In current time it is necessary for each and every
organization to adopt digitalization because through that they can do practices and operations in
effective manner as well as it also improve performance and minimize error (Burton, Obeland
Håkonsson, 2020). Organization selected for conducting this research project is Marriott
International hotel which is American multinational diversified firm operating in hospitality
industry. It is introduced by J. Willard Marriott and Alice Marriot in year 1927 as well as its head
office is situated at Bethesda, Maryland United State. The respective company nested their
business around the world which helps them in covering more numbers of audiences. It is
essential for respective hotel to adopt digitalization at their workplace as that will help in
assessing management in conducting business activities and operation in effective ways which
leads to attainment of pre determined goal successfully (Heeks, 2020). The respective project
will include information related to how digitalization is playing effective role in a company. In
addition to this it will also include role of digitalization in a company as well as what are the
challenges which are faced by staffs while implementing digitalization at the workplace. It also
includes practices as well as managing changes which a company may adopt for understanding
whole concept of digitalization in effective manner.
Theoretical background and research focus
Research aims
“To determine the impact of digitalization on organisational capabilities changes”. A case
study on Marriott International
Research objectives
 To identify the role of digitalisation in organisation.

 To articulate the major conflicts which have taken place via the implantation of
digitalisation at workplace.
 To determine how digitalisation help in managing changes within the organisation.
Research questions
 What are the roles of digitalisation in organisation?
 What are the challenges faced by employees while implementing digitalisation in
activities of Marriott International?
 How digitalisations help in managing changes within organisation?
Review key publications and themes
 What are the roles of digitalisation in organisation?
As per the article published on Digital Agency Network (DAN), 2020, digitalization is
considered as situation when a person use digital technology in order to change a business model
as well as provide new revenue as well as valuable opportunities for growth (What Is The Role Of
Digitalisation In Business Growth?, 2020). Through digitalization a company able to gain competitive
advantage at the workplace as through it management and employees able to conduct things
faster, cheaper and better than their competitive companies. Moreover, by adopting digitalization
a company able to improve their quality as well as promote consistency at the workplace. There
are several roles played by digitalization in a company through which company able to conduct
their business operations and functions in effective manner. From which some of the essential
role are mentioned below:-
 The role of digitalization is that it helps a company in saving their cost by minimizing
wastage, using resources properly and many more. This is so because when an
organization adopt digitalization they able to conduct their work properly with minimum
or no wastage which reduce cost of extra usage of resources.
 Digitalization also helps an organization in conducting effective customer interaction so
that they can develop as well as maintain proper relationship with
customers(Coreynenand et.al., 2020). Through this company also able to build good

relation with customers which make them loyal which leads to increase in sales
successfully by retaining them for long time.
 By adopting effective digitalization a company able to attain their desire mission as well
as vision. This is so because digitalization helps in adopting as well as implementing
technology properly which minimise error and leads to adopting changes successfully at
the workplace.
These are the main roles of digitalization which a company may experienced while
conducting their business operations and functions effective manner.
 What are the challenges faced by employees while implementing digitalisation in
activities of Marriott International?
As per the blog given on JABIL, 2020, companies which adopt digital transformation or
digitalization experienced numbers of benefits such as enhance market shares, high engagement
of employee’s moral, enhance customer revenue, customer’s engagement and so on. But it is
seen that a company experience numbers of challenges while adopting digitalization at their
workplace due to which the implication is not easy for the firm as well as their management (Top
5 Digital Transformation Challenges (and How to Overcome Them), 2020). One of the major challenges
which are faced by an organization is employee’s pushback, according to which in many
companies employees are not in favor to adopt digital technology at the workplace.
They generally think that company is adopting high technology which leads to job loss as
well as their value get decreased at the workplace due to which they force not to implement
digital platform at the workplace. Along with this, another challenge is relate to lack of expertise
that will leads digitization initiatives, in respect of this challenge if a company have less
knowledgeable as well as experience staff they not able to implement challenges properly
according to the standard which impact on the performance. In addition to this, budget is also
considered as major challenges due to which company not able to adopt digitalization at their
workplace for change (Heeks, 2020). In context of this, when a company implement new
technology they need to change each and every setups as well as they also need to provide
training to staffs so that they can enhance skill that leads to conducting work properly for
attaining goal.

 How digitalisations help in managing changes within organisation?
As per the article given on timecamp it can be determine that through digitalization a
company can adopt change in effective as well appropriate manner. This is so because digital
platform provide numbers of ways through which an organization management adopt as well as
implement changes in successful manner (5 Ways in which digitization is changing business world, 2019).
For example artificial intelligence is one of the parts of digitalization according to which a
company may use AI for conducting operations as well as practices related to business in proper
way which leads to attainment of goal successfully. In addition to this digital platform also help a
company in conducting work effectively so that they can ensure that changes which is adopted
by management are effective as well as that will help in growing business at the potential market.
Along with this digitalization also help a company in providing quality training as well as
development to employees in different way so that their skills, capabilities and knowledge can be
enhanced successfully (Latilla and et.al., 2020). In addition to this, through company manger as
well as leader able to ensure that employees are performing properly which help those in
attaining desire goal successfully with high quality performance as well as minimum wastage.
Research hypotheses
A research hypothesis is considered as clear, specific and testable predictive as well as
proposition statement which is about the standard outcome of a particular research study that is
based on specific property of a population like assumed difference among the group on a specific
variable as well as affiliation among variables. In respect of respective research, a research
hypothesis is based on determining impact of digitalization on a company capability of adopting
changes(Hoekman, 2020). This is so because for every company a change is necessary because
through that they can improve their workplace as well as working. In addition to this a change
can be implemented by a company through adopting proper digitalization in effective and
appropriate ways so that company may conduct their business operations and functions properly.
By conducting respective research, Marriott International hotel able to develop strategies as well
as plans in effective way for adopting digitalization successfully at their workplace.

Justification and contextualization
Why is your research important?
It is important to conduct respective research because through it researcher able to gather
information related to the impact of digitalization on a company capability changes. This is so
because in current time it is essential to adopt digitalization in each and every sector as that will
help in conducting business operations and functions in effective manner. In respect of respective
research when researcher gather information, data and statistics they able to understand about the
digitalization as well as how it impact on the capabilities and effectiveness of a
company(Kohtamäkiand et.al., 2020). In addition to this, by conducting respective research,
project manager able to gather information related to the role of digitalization in a company as
well as respective research is also important to gather information related to challenges which are
experienced by employees while implementing digitalization at Marriott international hotel.
Respective research is also important as that aid in determining how adopting digitalization help
in managing changes at the workplace.
Why is it important to find what you are trying to find?
In current time each and every company is adopting digitalization as through that they
will do its practices in successfully way as well as it also aid them in doing activities and
functions related to business in proper manner which leads to accomplishment of desire aim
successfully. So it is determined that every firm needs to adopt digital platform at the workplace
and they also need to develop strategies accordingly. In addition to this the aim of creating
respective report on digitalization is to help companies in determining impact of digital platform
in adopting change at workplace. So it is essential that researcher conduct research on specific
topic so that they can develop strategies as well as plans accordingly. Along with this objective
for conducting respective research is know about the role of digital platform in a firm according
to which management need to develop strategies and plan respectively. Research also include
information related to the issues experienced by an organization while implementing
digitalization at the workplace which help in determining strategies for resolving issues
successfully. Through this research researcher try to find how digitalization aid in managing
changes at the workplace.

How will it build on the existing body of evidence?
Hereevidence is considered as technique or tool that is adopted by a project manager for
gathering information as well as data in a proper way as that will help in attaining predetermined
objective as well as target effectively(Latif, Mahmoodand Ali, 2020). There are main two kind of
methodology of researchthatresearcherwill implement i.e. primary and secondary method.
Primary method is first hand collected data due to which it is expensive as well as time taking
method. In addition to this, secondary data are those which are collected by researcher from the
existing book, articles, newspaper and many more. In context of respective research, researcher
adopt data related to digitalization through the existing sources like online as well as offline
books, articles, blogs, newspaper and so on. In addition to this data gathered by researcher is
described in the section of Literature review.
Problem statement
In current time digitalization is adopted and implemented by each and every company
because through that they able to conduct their work in effective manner as well as it also leads
to growth of company effectively. In addition to this, digitalization also make work of employees
easily as well as it will also enhance their productivity successfully. In respect of Marriott
International hotel they are conducting their operations at the worldwide level as well as they
also use high technology but due to some reason they not able to fully utilized it. This is so
because their employees are not much experienced as well as there are some employees who are
not interested in adopted technology (Scholz and et. al., 2020). So it is essential for the respective
hotel management to aware employees about the impact of digitalization on the hotel capabilities
of change so that they get motivated as well as encouraged for adopting changes related to
technology in effective manner.
Is it timely? Does it respond to an existing need? What makes it so?
Yes project is done in a planned as well as timely way because project manager of
research create proper plan and strategies that aid researcher in doing work in systematic manner.
In addition to this researcher also adopt work breakdown structure according to which they can
divide whole work into small section which help members of research team in conducting work
easily as well as in timely manner(Latillaand et. al., 2020). Along with this researcher of
respective report also implement Gantt chart when help them in developing schedule for

conducting each and every work in a timely manner for the attainment of desire goal as well as
outcome in effective way. Yes it will respond to the existing need as researcher able to conduct
project properly as well as timely which help in attainment of goal. The main factors or method
help researcher in doing work properly are work breakdown structure as well as Gantt chart.
Methodology
Research methodology is determined as method that is generally implemented by an
organization for collecting authenticate as well as reliable information in respect of topic so that
researcher will attain desire goal properly (Lee,2020). This will include theoretical evaluation of
the principles and body which is based on brand of knowledge. In order to gather proper
outcome a researcher need to adopt appropriate research methodology that leads to attainment of
desire goal as well as outcome successfully. The respective research is based on the evaluation of
determining the impact of digitalization on organisational capabilities changes. For this
researcher adopted numbers of research methods, from which some main are mentioned below
which are used in respective research:-
Research Methods
It is considered as method which is used by a researcher in order to gather information
related to the topic of research. There are main two types of research methods i.e. primary
method and secondary method (Scholzand et. al., 2020).
 Primary method – Primary method is considered as first hand data which is gathered by a
project manager so that they can attain their outcome. It is considered as time taking as well
as costly methods because in this all work of gathering information are done by researcher.
 Secondary method – On the other hand secondary method according to which researcher of
project gather information through the existing information or data such as online or offline
article, books, newspaper and so on.
Justification: In context of this research project, investigator will implement both
secondary as well as primary method. In respect of primary method, researcher gather
information by themselves whereas in context of secondary they will determine information from
existing sources such as book, article, blog and so on.

Research Techniques
It is considered as method which is adopted by project manager in order to gather
authenticate as well as reliable information related to the specific topic of the research. There are
two types of research techniques i.e. qualitative as well as quantitative techniques, the selection
of method is depend upon which type of information a researcher wants to gather for their
research project so that they accomplish it properly (Urbinatiand et. al., 2020).
 Qualitative technique - It helps in gather data which are in the types of word, objective,
observations as well as symbols.
 Quantitative technique – On the other hand, if researcher adopt quantitative data then
they able to gather number and statistical information about the project.
Justification: In context of respective research project manager adopt will adopt both
qualitative as well as quantitative research technique as through that they able to gather more
authenticate and reliable information related project topic.
Sample size for the survey
It is considered as method which is adopted by a project manager in order to decide total
numbers of respondents from the whole population of audiences. By conducting sampling, a
researcher able to determine best respondents for its research evaluation (Urbinati and et.al.,
2020). While deciding the sample size researcher must select appropriate numbers which mean
the respondents are not less in numbers as well as not too high in numbers, because that will
create confusion and impact on the outcome. There are several methods of sampling, in context
of respective research; project manager will adopt random sample sampling because through that
they can select respondents by giving them proper opportunities.
Research paradigm
Paradigm is considered as combination of assumption as well as perceptual orientations
which is generally shared by research community. Through this a project members able to
determine how members of the research community are viewing the phenomena to their specific
community evaluation as well as research method which should be adopted in order to selected
phenomena(Parkand Mithas, 2020). There are two kinds of research paradigm that a researcher
will implement while conducting research work that are interpretative as well as positive.

Justification: in context of this research project manager is adopting interpretative
paradigm because in it based on the subjective experiences of a person which help in gathering
proper information related to project topic.
Methodological approach
This is determined as method or approach that is generally adopted by researcher of a
research for conducting practices as well as functions in effective way so that person and team
which conducting research attain their predetermined goal impressively. There are generally two
types of research approach which can be adopted by researcher of a project i.e. inductive as well
as deductive. Through these approaches researcher may evaluate qualitative and quantitative data
in effective manner.
Justification: In context of this research project, investigator will implement deductive
research methodology because it will required minimum time as compare to other as well as it
also help in attaining predetermined goal successfully.
Target populations
It is considered as targeted audiences selected by researcher in order to gather
authenticate as well as reliable information related to the topic(Wilson, Wnukand Bengtsson,
2020). The audiences selected by researcher for respective report are the employees of Marriott
International Hotel because they can provide more authenticate as well as reliable information
related to their workplace on the basis of implementation and impact of digitalization.
Access and ethics
It is essential for the company researcher to conduct their work in ethical manner because
through that they able to gather authenticate as well as reliable information related to the project
topic. Moreover, it will also help them in avoiding chance that may leads to legal action on them
and impact on the outcome(Wilson, Wnukand Bengtsson, 2020). There are several ethical
aspects which need to be consider such as information, data and statistics must be gather from
the authenticate site or sources as well as it is also necessary to not do any illegal activities while
gathering information related to topic.

Limitations
It is considered as errors or hurdles which impact on the situation related to attainment of
desire goal and objective related to project. A researcher of a project experiences several
limitations while gathering authentic as well as reliable information related to topic. In respect of
respective research, project manager go through several limitations such as lack of funds due to
which investigator not able to gather proper information, limitation of resources according to
which researcher not able to conduct investigation properly for gathering information. In
addition to this researcher also go through limitation related to under skilled team members due
to which researcher not able to conduct work properly as well as according to the set standard.

REFERENCES
Books and Journals
Burton, R.M., Obel, B. and Håkonsson, D.D., 2020. Organizational design. Cambridge
University Press.
Coreynen, W. and et.al., 2020. Unravelling the internal and external drivers of digital
servitization: A dynamic capabilities and contingency perspective on firm
strategy. Industrial Marketing Management.
Heeks, R., 2020. ICT4D 3.0? Part 1—The components of an emerging “digital‐for‐development”
paradigm. The Electronic Journal of Information Systems in Developing
Countries. 86(3). p.e12124.
Hoekman, B., 2020. Trade wars and the world trade organization: causes, consequences, and
change. Asian economic policy review. 15(1). pp.98-114.
Kohtamäki, M. and et.al., 2020. The relationship between digitalization and servitization: The
role of servitization in capturing the financial potential of digitalization. Technological
Forecasting and Social Change. 151. p.119804.
Latif, K.A., Mahmood, N.H.N. and Ali, N.R.M., 2020. Exploring Sustainable Human Resource
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Latilla, V.M. and et.al., 2020. Organisational change and business model innovation: an
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Management. 24(04). p.2050036.
Lee, J., 2020. Change in the Digital Age. In Accelerating Organisation Culture Change. Emerald
Publishing Limited.
Park, Y. and Mithas, S., 2020. Organized Complexity of Digital Business Strategy: A
Configurational Perspective. MIS Quarterly. 44(1).
Scholz, R.W. and et. al., 2020. Organizational vulnerability of digital threats: A first validation
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Urbinati, A. and et.al., 2020. The role of digital technologies in open innovation processes: an
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Wilson, M., Wnuk, K. and Bengtsson, L., 2020. The implications of digitalization on business
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Online
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