Impact of Digital Technologies on Harrods Retail Business

This research proposal examines the impact of digital technologies, particularly social media marketing, on the business activities and performance of Harrods Plc. The study aims to identify digital technology trends in the retail sector, evaluate their influence on Harrods, investigate associated challenges, and recommend effective technologies for performance enhancement. The research employs a qualitative approach, utilizing an inductive research approach and interpretivism philosophy. Data collection involves both primary and secondary sources, including questionnaires administered to Harrods employees and a review of literature on digital marketing, customer behavior, and business operations. The proposal outlines the research questions, rationale, and methodology, providing a comprehensive overview of the project's scope and anticipated findings. The literature review highlights key perspectives on digital technology's impact, emphasizing social media's role in brand building, customer engagement, and competitive advantage, while also acknowledging potential downsides such as negative feedback and increased competition. The study's significance lies in its potential to inform Harrods' strategic decisions and contribute to the broader understanding of digital technology's role in the retail sector.

Research Proposal

Table of Contents
Overview of the study............................................................................................................3
Research aim and objectives..................................................................................................3
Research questions.................................................................................................................4
Rational of the study...............................................................................................................4
Literature review....................................................................................................................4
Research methodology...........................................................................................................6
Resources required and timeline............................................................................................9
REFERENCES..............................................................................................................................11
Research aim and objectives .................................................................................................3
Research questions ................................................................................................................3
Rational of the study...............................................................................................................3
Literature review ...................................................................................................................4
Research methodology ..........................................................................................................6
Resources required and timeline ..........................................................................................8
REFERENCES .............................................................................................................................10

Topic: To assess the impact of digital technologies on business activities and performance in
the context of firms operating in retail sector: A study on Harrods Plc
Overview of the study
In the recent times, with the motive to gain competitive edge over rivals operating in retail
sector are placing high level of emphasis on using social media marketing strategy. Moreover,
social media marketing strategy enables firm to influence customer decision making and thereby
sales as well. By placing advertisement on social sites such as Facebook, twitter etc business unit
can modify customer’s behavior and align the same with existing trends or products. The present
research proposal is based on Harrods, departmental store, which offers wide range of quality
and luxury retail products or services to the customers. Now, for coping up with the competition
level and attaining success business units emphasize on employing social media marketing
strategy. Hence, in this, research report will provide deeper insight about the extent to which
digital technologies (SMM) influence activities and performance of business through literature
review. Further, such proposal will alos shed light on the methodology which will be used for
addressing research issue with regards to Harrods.
Research aim and objectives
The aim behind initiating present study is to assess the impact of digital technologies
on business activities and performance of Harrods Plc.
On the basis of above aim following objectives have been drafted such as:
 To identify the trend of digital technology with regards to retail sector.
 To evaluate the influence of digital technology on Harrods business activities and
performance.
 To investigate challenges associated with the adoption of digital technologies in
relation to Harrods.
 To recommend effective digital technologies to Harrods that contribute in
performance enhancement.

Research questions
For conducting study in an appropriate manner researcher is required to develop suitable
questions by taking into account research aim & objectives.
Q.1 What is the trend of digital technology in UK retail sector?
Q.2 Does digital technology (social media marketing) impact business operations of Harrods
plc?
Rationale of the study
Rational of the study
The rationale of the study is many large organizations are operating their business using
the digital technology which creates several beneficial opportunities for the growth of the
business and many limitations are faced by the business in relation to the image consciousness.
Due to this, Large corporate are highly sensitive to the issue of social media marketing on their
business concerns (Herrmann and Flecknell, 2018). Digital technology influence the revenue and
the customer base of the entity across the world while negative feedback from the customers
spoils the image of the company. This issue has been highlighted by many of the industries as
they are moving towards the digital era for reaching the success and growth of the business and
to attain a global presence.
Significance of the study
It helps the researcher in developing a well thesis regarding the impact of social media
marketing on the business. Harrods can use this study for evaluating the positive and negative
effects on its operations and brand so that appropriate action can be taken by it to enhance its
performance. The other researcher who are researching on this issue can take the guidance from
this study so that it becomes easy for them to address this issue effectively and efficiently.
Research proposal facilitates an overview of the project that enables the researcher to understand
the scope of the research as well as the proposed methodology and chosen research methods.
Research proposal acts as a document that serve the content for the project.
Literature review
AuthorBromham and et.al., (2016) viewed that there are various digital technologies that
influence the activities of the business like social media marketing, artificial intelligence etc.

Digital technology represents a constant innovation that develops new devices and equipment
that operates with quick service. Businesses has to take care about the changes and has to take
appropriate measures to cope up with the latest technology. Oztaysi and et.al., (2017) stated that
for meeting the present and the future needs adapting the technology is an essential part of every
business concern so that it could attain the sustainable success in the inevitable environment. Use
of digital technology has added to increased chances of crime. Hackers could make use of the
personal and the financial information of the company and its customers which leads to
malfunctioning of the business practices. New technology enables the organization in producing
the product at economies of scale with optimum use of resources so that wastage of resources
and money can be saved. Utilizing the internet, businesses which were operating to their local
region can develop its market to other geographic regions.
As per the Adams and et.al., (2017), Digital marketing is the platform that is considered
as the effective and efficient source of marketing and promoting the products and services of the
entity at a large pace. The scope for the organization functioning its business on social media get
widen with increasing use of technology and branding of the product can be achieved. In this
literature review focus has been given on social media marketing as a digital technology that
affects and impacts the worldwide functioning of the business. In the author's Herrmann and
Flecknell, (2018), view social media marketing is used to create a well knownwell-known
global presence and developing a positioning of the brand in the market. Through social
media marketing, a firm can attract large no. of customers toward its products and services
by using effective sales promoting offers which leads to large market capture worldwide.
This technique of marketing helps the businesses to reach a high exposure and can gain
market insights globally which resulted as increase in sales and profitability of the
company. On the other side, authorMcCarthy and Dempsey, (2017) identified that any
negative comment or criticism against the organization affects its goodwill adversely. The
perceptions of the people regarding the image of the corporate changes and they will start
switching to the competitors products. According to the authorWolery and et.al.,2018., social
media marketing acts as the powerful platform in gaining various opportunities in relation
to the brand awareness, customer base and reaching competitive edge in the business. On
the other hand, negative reviews by the customers will impact the functioning of the
enterprise. The customers on the social media will not directly contact to the firm for any

issues or complaints, they will be landing the comments directly on the company profile
that leads to a negative feedback and the brand will suffer a huge loss.
As per the author,Dadipoor and et.al.,(2019), social media is becoming a trend as it is
the easiest and low cost platform for conducting the business and a mass volume of
audience can be gained so that organization can achieve higher profitability with optimum
cost. It helps the business in avoiding the cost of land, rental payments of the shop etc. It
also increases the connectivity and relationship building by providing the products and
services in accordance with the specifications of the customers and in their budgeted price.
On the other state, authorSilva. and et.al.,(2019), argued that some customers prefer
window shopping as the quality of the material and the imitation of the branded products
cannot be identified effectively while shopping on social media. This leads to decrease in
sales and low revenue. Delay in delivery of the product is the major problem that is faced
by the people shopping on social media which is a disadvantage for company as it cannot
gain the benefit of the customer loyalty.
]AuthorSauermann. and et.al., (2019), identified that social media enables the business
in promoting the content in a smart and a great way in front of new audience, facilitating
the expertise and specialized work so that growth of the company can attained even in the
changing circumstances. A huge competition has to be faced by the entity when it operates
its business through social media which resist the corporate in becoming the leading
producer as viewed by the author. Hedt‐Gauthier. and et.al., (2019). Other side, author
Brookfield, (2019), analyzed that transparency of products and services of the business on
the social media helps the competitor in grabbing the strategies adopted which leads to easy
entrant of new rivalry and loss of customers. Social media assists the enterprise in
identifying the recent trends, taste and preferences of the people and provides information
regarding the updated and the latest technology that helps the firm in running the business
as per the current trends. In the opinion of the author,Coyle. and et.al., (2018 ), social media
is considered as highly time consuming system of doing a business as substantial time of the
organization will be deployed in understanding and learning the market. Thus, by this it is
interpreted that authorPardede, (2018), has viewed the impact of digital marketing as both
negative and positive way on the activities of the business.

Research methodology
Research type
Generally, research conducted are of two types that is qualitative and quantitative
research. Wwwhere qualitative research is concerned with the subjective meaning of an
experience (Murtagh, Orlov, and Mirkin, 2018). On the other and quantitativeside, quantitative
research is associatedconnected with the objectivity, tight controls over the research
situation, and ability to generalize findings.
In this research projectWith regards to current study, qualitative research will be used
in order to assess the influence of digital technologies on the business activities of Harrods
plc. Through qualitative research, researcher can discover, explore, identify or describe the
various aspects that are linked to the digital marketing impacts on the company like
customer awareness, customer complaints, negative feedback etc.
Research approach and philosophy
Specifically,Normally there exist 2 types of research approaches that includes
inductive and deductive approach. In inductive approach general principles are derived
from specific observations and in deductive approach reasoning flows from general to
specific (Pandit and Merry, 2018). In this study researcher will be using inductive approach
because it suits qualitative researching type to the large extent. For attaining the effective
study on the impact of digital technology on the functioning of the Harrods plc inductive
approach will be best suited as it relates to the qualitative aspects.
Philosophies of research can be distinguished into two types such as Specifically two
types of research philosophy are present that are Iinterpretivism and positivism. In
interpretivism, reality is constructed through the meanings created by the researcher and
in positivism facts and figures are assumed. For attaining research aim In the present research
interpretivism philosophy will be used by the researcher to understand the qualitative data
and resolving the concerned issue in an effectual wayand inductive approach in a better way.
Data collection

As data can be collected from majorly two sources that are primary and the
secondary sources. In this projectFor analyzing the impact of digital technologies on the
business activities of Harrods data will be gathered from both primary and secondary sources
(Nguyen and Van Gramberg, 2018). Hence, for primary data collectioncollection from primary
sources will be based on survey will be conducted via questionnaire. method where On the
basis of this, 30 employees of the Harrods plc will be asked to fill the questionnaire in
relation to the effect of digital technology on the business of the company. In addition to this,
On the other, side secondary sources of data collection will also be conducted considered for
meeting research aim. Thus, from books, journals and magazines to evaluate and analyzing the
pertaining to mediasocial media marketing, customer awareness etc will be evaluated. on the
operations of the Harrods plc.
Sampling
Sampling can be done by two methods that is probability sampling and non- probability
sampling. In probability sampling every member of the population is included in the sample. In
Non-probability sampling units of sample is selected on the basis of personal judgment. In this
research study purposive, non- probability sampling will be used by the researcher as the whole
population cannot be taken as a sample due to the availability of limited time frame.Through
purposive sampling 30 employees of Harrods plc will be taken as sample for studying the
influence of internet marketing on the business of Harrods.
Data analysis
Data can be analyzed by two techniques that are SPSS and thematic. SPSS tool is used
when analysis is to be done on quantitative basis. On the contrary to this, thematic technique is
used to assess the qualitative aspects of study or investigation. In this research, thematic data
analysis will be followed by the researcher for making the interpretation on the impact of media
marketing on the management functions of the Harrods plc. Several themes will be prepared on
the basis of questionnaire and the themes deriving through surveys.
Ethical consideration
In context of ethical considerations, researcher get signed the consent form from all the
respondents and include the voluntary participation of the employees in filling the questionnaire.

Furthermore, in order to comply with the ethical aspects references will be done by the
researcher. This acts as an ethical standard and shows honesty and respect towards the content of
that authorr.
Validity and reliability
The whole content is gathered from the current books and journals which reflects the validity and
reliability of the study (Harjanto and et.al., 2018). Different methods, approaches and philosophy
are used that states the study more reliable. Results produced by the research portrays the
accurate situation, explanations that are effective and predictable as the study is borne out by the
observations.
Resources required and timeline
Activities /
weeks
1 2 3 4 5 6 7 8 9 10 11 12 13
Selection of
research topic
Developing brief
proposal
Drafting research
aim and
objectives
Doing LR on
selected topic
using books,
journals and
scholarly articles
Identifying and
selection of
research methods
Designing
questionnaire for
survey
Conducting
survey via
questionnaire
Collating data in
a structured
format

Analyzing data
by preparing
themes
Concluding
findings
Giving
recommendations
Doing proper
formatting
Taking feedback
Doing
modifications
and final
submission
Conclusion

REFERENCES
Books and journals
Adams, P. and et.al., 2017. Ethical issues of informed consent in malaria research proposals
submitted to a research ethics committee in Thailand: a retrospective document
review. BMC medical ethics. 18(1). p.50.
Bromham, L. and et.al.,2016. Interdisciplinary research has consistently lower funding
success. Nature. 534(7609). p.684.
Brookfield, S., 2019. Scholarly Publications: Proposing and Revising Book Proposals.
In Scholarly Publishing and Research Methods Across Disciplines (pp. 19-40). IGI Global.
Coyle, C.E. and et.al., 2018. Federal funding for mixed methods research in the health sciences
in the United States: Recent trends. Journal of Mixed Methods Research. 12(3). pp.305-
324.
Dadipoor, S. and et.al.,2019. Barriers to research activities as perceived by medical university
students: A cross-sectional study. Avicenna journal of medicine. 9(1). p.8.
Harjanto, R. and et.al., 2018. Optimization of Proposal Management Arrangements as Learning
Tools in Scientific Research Activities. Aptisi Transactions On Management. 2(1). pp.55-
62.
Hedt‐Gauthier, B.L. and et.al., 2019. Growing research in global surgery with an eye towards
equity. British Journal of Surgery. 106(2). pp.e151-e155.
Herrmann, K. and Flecknell, P., 2018. Severity classification of surgical procedures and
application of health monitoring strategies in animal research proposals: A retrospective
review. Alternatives to laboratory animals: ATLA. 46(5). pp.273-289.
McCarthy, B. D. and Dempsey, J. L., 2017. Cultivating Advanced Technical Writing Skills
through a Graduate-Level Course on Writing Research Proposals. Journal of Chemical
Education. 94(6). pp.696-702.

Murtagh, F., Orlov, M. and Mirkin, B., 2018. Qualitative judgement of research impact: Domain
taxonomy as a fundamental framework for judgement of the quality of research. Journal of
Classification. pp.1-24.
Nguyen, H. T. L. and Van Gramberg, B., 2018. University strategic research planning: a key to
reforming university research in Vietnam?. Studies in Higher Education. 43(12). pp.2130-
2147.
Oztaysi, B. and et.al., 2017. Evaluation of research proposals for grant funding using interval-
valued intuitionistic fuzzy sets. Soft Computing. 21(5). pp.1203-1218.
Pandit, J. J. and Merry, A. F., 2018. Minimising ‘research waste’in academic anaesthesia
funding and outputs. Anaesthesia. 73(6). pp.663-668.
Pardede, P., 2018. Common Mistakes Committed by Pre-Service EFL Teachers in Writing
Research Proposals: A Case Study at Universitas Kristen Indonesia1. In Proceeding of
EED Collegiate Forum (Vol. 2015, p. 85).
Sauermann, H. and et.al., 2019. Crowdfunding scientific research: Descriptive insights and
correlates of funding success. PloS one. 14(1). p.e0208384.
Silva, F.S. and et.al.,2019. Co-authorship networks and research impact in large research
facilities: benchmarking internal reports and bibliometric
databases. Scientometrics. 118(1). pp.93-108.
Wolery, M. and et.al.,2018. Writing tasks: Literature reviews, research proposals, and final
reports. In Single Case Research Methodology (pp. 43-76). Routledge.
Bromham, L. and et.al.,2016. Interdisciplinary research has consistently lower funding
success. Nature. 534(7609). p.684.
Oztaysi, B. and et.al., 2017. Evaluation of research proposals for grant funding using interval-
valued intuitionistic fuzzy sets. Soft Computing. 21(5). pp.1203-1218.
Adams, P. and et.al., 2017. Ethical issues of informed consent in malaria research proposals
submitted to a research ethics committee in Thailand: a retrospective document
review. BMC medical ethics. 18(1). p.50.

Herrmann, K. and Flecknell, P., 2018. Severity classification of surgical procedures and
application of health monitoring strategies in animal research proposals: A retrospective
review. Alternatives to laboratory animals: ATLA. 46(5). pp.273-289.
McCarthy, B. D. and Dempsey, J. L., 2017. Cultivating Advanced Technical Writing Skills
through a Graduate-Level Course on Writing Research Proposals. Journal of Chemical
Education. 94(6). pp.696-702.
Wolery, M. and et.al.,2018. Writing tasks: Literature reviews, research proposals, and final
reports. In Single Case Research Methodology (pp. 43-76). Routledge.
Dadipoor, S. and et.al.,2019. Barriers to research activities as perceived by medical university
students: A cross-sectional study. Avicenna journal of medicine. 9(1). p.8.
Silva, F.S. and et.al.,2019. Co-authorship networks and research impact in large research
facilities: benchmarking internal reports and bibliometric
databases. Scientometrics. 118(1). pp.93-108.
Sauermann, H. and et.al., 2019. Crowdfunding scientific research: Descriptive insights and
correlates of funding success. PloS one. 14(1). p.e0208384.
Brookfield, S., 2019. Scholarly Publications: Proposing and Revising Book Proposals.
In Scholarly Publishing and Research Methods Across Disciplines (pp. 19-40). IGI Global.
Hedt‐Gauthier, B.L. and et.al., 2019. Growing research in global surgery with an eye towards
equity. British Journal of Surgery. 106(2). pp.e151-e155.
Coyle, C.E. and et.al., 2018. Federal funding for mixed methods research in the health sciences
in the United States: Recent trends. Journal of Mixed Methods Research. 12(3). pp.305-
324.
Pardede, P., 2018. Common Mistakes Committed by Pre-Service EFL Teachers in Writing
Research Proposals: A Case Study at Universitas Kristen Indonesia1. In Proceeding of
EED Collegiate Forum (Vol. 2015, p. 85).
Murtagh, F., Orlov, M. and Mirkin, B., 2018. Qualitative judgement of research impact: Domain
taxonomy as a fundamental framework for judgement of the quality of research. Journal of
Classification. pp.1-24.

Pandit, J. J. and Merry, A. F., 2018. Minimising ‘research waste’in academic anaesthesia
funding and outputs. Anaesthesia. 73(6). pp.663-668.
Nguyen, H. T. L. and Van Gramberg, B., 2018. University strategic research planning: a key to
reforming university research in Vietnam?. Studies in Higher Education. 43(12). pp.2130-
2147.
Harjanto, R. and et.al., 2018. Optimization of Proposal Management Arrangements as Learning
Tools in Scientific Research Activities. Aptisi Transactions On Management. 2(1). pp.55-
62.