Ethical Strategies for Competitive Advantage During COVID-19 Pandemic

This report aims to explore the ethical considerations involved in gathering data to identify suitable strategies for achieving a higher competitive advantage, focusing on Tesco retailer, during the COVID-19 pandemic. It evaluates the impact of the rapidly changing external environment on retail sector organizations and identifies the challenges posed by the COVID-19 situation on Tesco, all while maintaining ethical standards. The methodology includes both qualitative and quantitative research approaches, with a focus on primary data collected through questionnaires, ensuring respect for individuals' dignity and privacy. Ethical considerations such as social responsibility and scientific integrity are emphasized to maximize benefits for Tesco, participants, and the wider community. The research also incorporates a PESTLE analysis to address external environmental factors affecting the study's success, ultimately aiming to provide beneficial strategies for retailers and promote ethical behavior during the pandemic.

Research Methods
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Table of Contents
MAIN BODY..................................................................................................................................3
Aim of research............................................................................................................................3
Objectives of research..................................................................................................................3
Methodology................................................................................................................................3
Ethical considerations..................................................................................................................4
REFERENCES................................................................................................................................6
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MAIN BODY
Aim of research
The main aim of conducting this study is “ To consider ethics while gathering data on
identifying suitable strategies for achievement of higher competitive advantage with relation to
present changing situation of COVID-19 pandemic. Study on Tesco retailer.
Objectives of research
1. To evaluate the impact of fast changing external environment on functioning of retail
sector organisations.
2. To identify challenges associated with the present COVID 19 situation on TESCO in an
ethical manner.
3. To formulate suitable strategies by considering ethics in order to manage the scenario of
COVID 19 in context of TESCO.
Methodology
There are 2 types of research approach such as qualitative and quantitative. Researcher
collects data in theoretical form within qualitative and in quantitative, numerical data are being
collected. As for this study, researcher has collected data in the form of theory and non-
numerical form (Collins and Stockton, 2018). As like this, there are 3 main research designs such
as: experimental, descriptive and correlation. Selection of research design mainly relies on the
nature of research topic as the main research topic that has been selected in study was:
identifying impacts of covid-19 and suitable strategies for decreasing negative impacts of it. As it
is one of the hot topic and accurate information regarding this can be collected with experimental
design. So, for this reason and as per the scope of research topic, this design has been selected.
After selecting the type of research type and design, it becomes important for researcher to
select data collection type between primary and secondary. For completing study in an effective
manner and making it ethical, researcher select both of types and consider some factors
(Korsnes, Berker and Woods, 2018). For this study, main focus is being given to primary data
and by conducting questionnaire, researcher has collected primary data.
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Ethical considerations
As it is found that for this research study, researcher has collected primary data by conducting
questionnaire. In regard to primary data collection, it can be said that it is not as easy task as
number of factors need to be considered by researcher. For collecting primary data, researcher
needs to select sample or participants and for making them feel valued, they need to consider
some ethics. Ethics or moral principles play a vital role in research study as well as i our personal
lives. It is believed that when researcher considers ethics while conducting research study and
collecting primary data, then it improves his image and they are more likely to accomplish all
objective and aim of conducting research. Some common and important ethics that have been
considered by researcher while conducting study on covid-19 include:
Respect for dignity and privacy of individuals: When researcher collects primary data,
then it becomes important for scholar to take consent of participants and maintain confidentiality.
Researcher needs to give priority to participants and need to make them feel valued as they are
the main source of accurate data collection. For this research study, researcher has taken consent
of participants regarding taking active participation in data collection process. Participants were
allowed to skip question if they do not want to give answer. Everyone or 30 selected sample
were given equal opportunity to share their views. They all were selected randomly as random
sampling promote diversity and makes participants feel motivated. No matter as from which
culture, participant belongs to, everyone was respected (Torabi and et.al., 2018). Participants
were ensured that their personal information will be kept safe and secure with them and for
confidentiality, data as well as information, give by participants were secured digitally.
Participant consent form as well as participant information forms was used for respecting dignity
and confidentiality of participants and it is one of the main ethical consideration.
Social responsibility: It is all about a duty that companies as well as participants need to
follow as per their best interest of society. While conducting research study, researcher needs to
perform each function in accordance and interest of society. They need to consider interest of
companies and participants. For this purpose, researcher has given an opportunity to participants
take and involve in decision making process and suggesting researcher for completing study in
an effective manner. This research has been conducted in a manner that has supported dignity of
person as participants were selected randomly without any specific selection criteria (Ferrell and
et.al., 2019). It made them feel valued. Information of organisation and participants were stored
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safely and has not been shared with other organisation. Each step has been followed by
considering ethics.
Scientific integrity: One of the main thing on which research study’s success depend is:
accuracy and reliability of data. Collecting data in accurate and reliable manner is important and
for this purpose, researcher selected participants in a random manner and on the basis of their
experience, they were asked real life based questions. Each question was related to covid-19 and
research topic. Along with this, participants were given options to skip questions if they do not
know the answer or do not want to answer the question (Ioannidis, 2018). No one was
pressurised and everyone was asked to suggest strategies as per their views and perception and
everyone’s perception were taken into consideration. It supported the common goal of helping
out people from covid-19 and its negative impacts.
Maximising benefits: In regard to research study, it can be said that it is not an easy task
as there are number of internal as well as external factors that may affect success and overall
performance of research study. There are number of external environmental factors such as:
political changes, economic condition, social factors and technological factors. All these factors
and changes in political and other condition may affect overall performance. For decreasing
negative impacts of these factors, researcher has critically evaluated or analysed all these factors
by making use of PESTLE tool. Research study was conducted after analysing all these factors.
Strengths and weaknesses of participants were identified and health and safety policies were
being implemented in order to increase well-being of participants (World Health Organization,
2021). This study would make beneficial to Tesco and other retailers. Along with this, it will
make beneficial to participants and common people as they can protect themselves against
unethical behaviour and covid-19.
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REFERENCES
Books and journals
Collins, C.S. and Stockton, C.M., 2018. The central role of theory in qualitative
research. International Journal of Qualitative Methods, 17(1), p.1609406918797475.
Ferrell, O.C. and et.al., 2019. Business ethics, corporate social responsibility, and brand
attitudes: An exploratory study. Journal of Business Research, 95, pp.491-501.
Ioannidis, J.P., 2018. Meta-research: Why research on research matters. PLoS biology, 16(3),
p.e2005468.
Korsnes, M., Berker, T. and Woods, R., 2018. Domestication, acceptance and zero emission
ambitions: Insights from a mixed method, experimental research design in a Norwegian
Living Lab. Energy Research & Social Science, 39, pp.226-233.
Torabi, M. and et.al., 2018. Experiences of pre-hospital emergency medical personnel in ethical
decision-making: a qualitative study. BMC medical ethics, 19(1), pp.1-9.
World Health Organization, 2021. Monitoring flour fortification to maximize health benefits: a
manual for millers, regulators, and programme managers.
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