Impact of Digital Technologies on Business Performance: A Report

This report examines the influence of digital technology on the performance and innovation practices of Continental Consulting Limited, a small-sized firm. It explores the background and purpose of the study, which aims to identify the impact of digital technologies on the organization. The report outlines the project management plan, including cost, scope, time, quality, communication, risk, and resources. It also includes a work breakdown structure (WBS) and Gantt chart for project organization. The research methodology section details both qualitative and quantitative methods, emphasizing the use of qualitative research and thematic analysis for data interpretation. The data analysis presents findings based on themes such as employee experience, the perceived profitability of digital technology implementation, and the preferred digital technologies for business growth. Finally, the report provides results, recommendations, and a reflection on the study's findings, supported by relevant references and an appendix.

MANAGING SUCCESSFUL
BUSINESS

TABLE OF CONTENTS
BACKGROUND AND PURPOSE OF PROJECT.........................................................................1
Background..................................................................................................................................1
Aim and objective........................................................................................................................1
Research questions.......................................................................................................................2
PROJECT MANAGEMENT PLAN...............................................................................................2
WORK BREAKDOWN STRUCTURE AND GANTT CHART...................................................3
Work breakdown structure (WBS)..............................................................................................3
Gantt Chart...................................................................................................................................4
QUANTITATIVE AND QUALITATIVE RESEARCH METHODS............................................5
Qualitative method.......................................................................................................................5
Quantitative method.....................................................................................................................6
DATA ANALYSIS.........................................................................................................................7
RESULTS AND RECOMMENDATIONS...................................................................................15
Results........................................................................................................................................15
Recommendations......................................................................................................................16
REFLECTION...............................................................................................................................16
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................18

BACKGROUND AND PURPOSE OF PROJECT
Background
Digital technologies play a significant role in business units. Over a period of time,
technologies have changed traditional business models. These digital techniques support the
firms in gaining competitive advantages and improving operational efficiency. Internet, social
networking sites etc. are various mediums that are used by many companies. All these things are
helpful in minimising operational cost of an enterprise and support in its growth.
Digital technologies aid companies in improving communication with consumers. Email,
mobile applications, websites are supporting tools through which entities can identify needs of
customers and can gain their attention towards brand (Vigdor, Ladd and Martinez, 2014). Firms
have opportunities to receive frequent feedbacks from buyers and make necessary changes in its
products and services according to their requirements in order to satisfy them. Social intranet
software gives centralised access to employees so that they can utilise relevant data instantly.
There are many small size businesses which are performing well in the market. Digital
technologies help in raising productivity of workers and support in improving operational
process of business. Technological advancement allows small firms to improve their customer
data base and increase in economic position in the market. Digital technologies assist companies
in entering into international market and developing global brand image.
Present study is based on Continental Consulting Limited; it is a small size firm that
operates its business in London only. Purpose of assignment is to identify the effect on digital
technologies on development and innovation practices of a firm. Report will explain various
quantitative and qualitative research methods that can support in carrying out this investigation
in effective manner. It will analyse the data by using thematic analysis tools.
Aim and objectives
Aim
“To identify influence of digital technology on performance of organization: A study on
Continental Consulting Limited”.
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Objectives
 To analyse conceptual framework of digital technology.
 To examine significance of implementing digital technologies for Continental Consulting
Limited.
 To explain various types of digital technologies and their suitability for enterprise.
 To assess implications of digital technology supporting growth of small business and
innovation practices.
Research Questions
 What is conceptual framework of digital technology?
 Why implementing digital technologies is essential for Continental Consulting Limited?
 What are the various types of digital technologies?
 Explain influence of digital technology supporting growth of SBE and innovation
practices?
PROJECT MANAGEMENT PLAN
It is defined as formal approved chart that helps in effective execution of entire proposal.
With the assistance of efficient management plan, the project manager can meet the requirements
of this project (Borghoff and Pareschi, 2013).
 Cost: It is analysed as the most significant aspect of project. It is the duties of manager to
control over cost and minimise the unnecessary expenditure. In order to implement
digital technologies, Continental Consulting Limited will have to make direct and indirect
expenses. If an entity does not have sufficient money then it will not be able to complete
this project properly (Westerman, Bonnet and McAfee, 2014). Thus, manager is required
to make control over needless spending so that it can meet with its objectives.
 Scope: Digital technology is important for the growth of business unit. This study has a
huge scope because by this way, entities can improve communication with consumers
and can find innovative ideas to grow their operations (Vigdor, Ladd and Martinez,
2014). By carrying out this investigation, companies can find out the root cause for poor
performance and can implement effective digital technologies efficiently in workplace.
 Time: It is the most important component in project management, it is very important for
the manager that to plan activities properly and schedule it in efficient manner. This will
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help in completing this project within specified period of time (Bulgurcu, Cavusoglu and
Benbasat, 2010). Monitoring and controlling are efficient tools that can help in meeting
with objectives and finishing the entire project on time.
 Quality: It is responsibility of project manager to complete the project with required
quality. Manager must ensure that by following all standard regulations, an individual
can maintain the overall quality (Borghoff and Pareschi, 2013).
 Communication: There are many stakeholders such as employees, consumers, suppliers,
etc. and it is essential for manager to make effective coordination with involved people.
This can help in making them aware with purpose of project and they will give their full
support. In the present study the manager is required to interact with all employees
(Westerman, Bonnet and McAfee, 2014). For this, they have to conduct meetings with
them so that actual purpose of this study can be clear. Apart from this, consumers and
other stakeholders need to communicate through appropriate sources. This will support in
making this project successful.
 Risk: Management of risk is an essential task; there are many kinds of issues that can
take place in this project such as human resource, technical, financial risk etc. Project
manager should make efficient risk management plan in order to resolve these problems
and make it successful (Vigdor, Ladd and Martinez, 2014).
 Resources: For completing this digital technology project, an individual is required to
manage resources well. In this project, the person requires physical, human, and technical
resources. All these sources will support in managing this proposal well and completing it
with required quality (Bulgurcu, Cavusoglu and Benbasat, 2010).
WORK BREAKDOWN STRUCTURE AND GANTT CHART
Work breakdown structure (WBS)
Work break down structure can be defined as hierarchical list that describe various
elements in the current project. It is the logical structure chart that gives brief overview of the
entire proposal (Borghoff and Pareschi, 2013).
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Gantt Chart
Gantt chart is a planning tool that clearly describes time of completion of entire project.
Furthermore, it also explains dependencies of one element on other.
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QUANTITATIVE AND QUALITATIVE RESEARCH METHODS
Research methodology is considered as a systematic process of finding facts about
particular topic. There are two kinds of methods that are used in various types of study:
qualitative and quantitative. These techniques have unique characteristics and according to
suitability of topic, it is applied (Soni and Kodali, 2012).
Qualitative method
It is the research strategy that involves theories and models for finding out results to
research questions. In this process, scholar does not use any kind of numerical data because it
might make the entire project more complicated (Saunders and Bezzina, 2015). One of the main
reasons of using qualitative research method in various studies is that it helps in analysing facts
and developing in-depth understanding about topic. This supports in identifying real situation
and answering all questions.
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Quantitative method
It is a tool which includes numerical data in the investigation for getting answers.
Researcher has to apply statistic tools to analyse information and finding actual facts. Though, it
is a time consuming process but it helps in gaining more authentic data about subject matter
(Johnson and Christensen, 2010).
In the present study the scholar has used qualitative research method. This was
appropriate for the current research and has helped in finding actual facts about significance of
these digital technologies on growth and innovation practices of the company (Khalid, 2009).
There are various other tools that are used in projects for making its successful and
finding actual answers. Research philosophy is an important technique which helps researcher in
development of in-depth analysis about subject matter.
Interpretivism and positivism are two important techniques which are utilized in
different projects. In the current study, scholar has used interpretivism method that has supported
in gaining results about effect of digital technology on growth of small business (Mackey and
Gass, 2015). Furthermore, research designs are the outline of the entire investigation that help
researcher in conducting research in efficient manner. Descriptive, experimental, semi
experimental etc. are various kinds of designs that are applied in different studies as per the
suitability of topic.
In the current assignment, the scholar has used descriptive research design. It is
supported in evaluation of facts related to digital technologies and their influence on growth and
development of small firms. Inductive and deductive are two main approaches that helps
individual in understanding requirement of the entire research and planning for researching topic
(Vaioleti, 2016). Inductive approach uses theories and involves human beings in order to answer
research questions whereas deductive approach frame hypothesis and test these hypotheses.
Data collection is the most important part of any project, as it is essential for researcher to
have good knowledge about particular topic so that an individual can understand concept and can
answer these research questions. Primary and secondary are two main sources from which
individual can gather information.
Primary sources are such techniques that give real and current information about the topic
(Smith, 2015). All these details have never been used in any other previous studies. In addition ,
secondary methods of data collection are such techniques in which researcher applied already
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published data from books, articles journals and online literatures. Both these tools are helpful in
developing in-depth understanding about subject matter.
In the present study Individual has used questionnaire method, and this was the most
suitable technique that has helped in gathering in-depth understanding about significance of
digital technologies (Soni and Kodali, 2012).
In addition, for gathering data investigator has asked questions from 15 managers of
Continental consulting limited. They are suitable people who can give accurate answers about
impact of digital technologies on business unit. For analysing data, researcher has used thematic
analysis technique (Johnson and Christensen, 2010). This is more convenient for the qualitative
type of projects because by preparing themes and showing data through graphs, the researcher
can interpret data effectively and can find out real answers.
DATA ANALYSIS
Theme 1: Time length of performing work in Continental consulting limited
Less than 6 months 2
Between 1-2 years 4
Between 2-3 years 8
More than 5 years 1
Interpretation: From sample of 15 respondents, it is found that 8 out have replied that they are
working in an organisation from 2 to 3 years. On the other hand, 4 viewed that they were in the
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firm from 1-2 years. Whereas 2 have said that they are employed in enterprise from less than 6
months.
From this data, it is understood that maximum inividuals are here who are in an
organisation from 2-3 years. People have achieved experience of working in small size firm.
They can provide relevant data about the impact of digital technology on business unit.
Theme 2: Implementation of digital technologies is profitable for business unit
Interpretation: By sample of 15 people, it is clear that 8 have replied that they are agreed with
implementation of digital technology is profitable for the growth of small size firm. In addition,
5 out of 15 respondents have also stated they strongly agreed that implementation of digital
technology is definitely fruitful for the business unit. Whereas 1 out of 15 participants have said
that they disagreed that it is a good option for the firm.
As per this data, it can be interpreted that overall sample population have stated that
digital technologies are helpful for companies in order to raise operational efficiency of the
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enterprise and raising communication with consumers. By this way, a company can attract more
people towards the brand and can enhance its revenues to great extent.
Theme 3: Best digital technology that can support in growth of Continental consulting limited
Mobile application 5
Social networking sites 7
Website development 2
Others 1
Interpretation: It is found that 7 have viewed that SMM is good technologies that help the firm
in its growth. Further, 5 respondents have said that use of mobile technologies can support in
improving overall operational efficiency of the business unit. Whereas 2 out of 15 participants
have said that website development is good technology because consumers look at the website
and make their mind to buy any product.
From this, it can be summarized that mobile technology and SMM is the most effective
digital technologies. By applying both these techniques, an entity can raise communication with
consumers and can attract them towards the brand.
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Theme 4: Issue entity faces by implementing these digital techniques at workplace
Enhance operational cost 5
Rearrangement of training and development
programs
7
Poor skills of employees 1
Staff turn over 2
Interpretation: It is found that 7 out of 15 respondents have viewed that companies have to
rearrange training sessions for employees because they have no knowledge about new
technologies. This hampers their operational efficiency. On the other hand, 5 respondents have
said that application of digital technologies creates issue for business because by this way
operational cost of the firm gets increased. Whereas 2 out of 15 participants have said that these
new technologies demotivate people and staff turnover gets increased.
As per this data it is clear that utilization of digital technologies can increase cost that
can be drawback for the small sized firms because it can create problems for the firm and it may
fail to sustain in market for longer duration.
Theme 5: Department in which company is required to implement digital techniques
Finance 1
Customer service 4
Marketing 8
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