University Report: Leading Through Digital Disruption, MSc Management

This report analyzes the digital transformation of Hilton Hotel, examining the impact of digital disruption on its operations and competitive landscape. It explores various techniques for assessing market changes, including PESTLE and SWOT analyses, and emphasizes the importance of market research and customer feedback. The report delves into decision-making approaches, such as real-time and problem-solving methods, and highlights the significance of employee engagement and talent acquisition through internal and external sources. It further discusses leadership strategies for creating a positive digital culture, emphasizing communication, employee involvement, and the promotion of integrity and value. The report also covers the use of collaboration tools like Trello to facilitate effective decision-making and outlines strategies for successful digital transformation within the organization.

Leading Through Digital
Disruption
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Table of Contents
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
TASK 3............................................................................................................................................4
TASK 4............................................................................................................................................5
TASK 5............................................................................................................................................6
TASK 6............................................................................................................................................7
TASK 7............................................................................................................................................8
REFERENCES..............................................................................................................................10
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TASK 1
Now, a day every company is using digital technology and tools in their operations. This is
done to increase efficiency and gain competitive advantage. So, they are focusing on brining
change of digital transformation (Larkin, 2017). It means to use technology in all areas of
operations and integrate it with each other by replacing manual process with digital one. The
change also helps in creating a positive culture and generating value. It helps in facing challenges
easily. Here, In Hilton is taken that is US Company and offer variety of hospitality services. The
hotel is going through digital transformation. It is evaluated that Hilton Hotel is facing threat of
stiff competition from rivals. Also, there is decline in their sales and profits due to covid 19.
Hence, the objective of hotel is to enhance customer experience and provide high quality
services to them through digital transformation. It will enable in retaining of customer and
reducing waiting time as well. Hilton is a global brand of hotel change and American MNC. It is
having 584 hotels across world. It was founded by Conrad Hilton in 1919. The hotel is also
having various resorts as well. The hotel operate in almost all countries and now it is focusing
upon using digital technology for enhancing overall engagement of employees. This digital;
transformation is helping Hilton to reduce complexities associated with employee engagement.
Hilton is focusing upon investing upon digital technology and are encouraging employees so that
they can provide their feedback for the same for leveraging engagement of employees. Apart
from that, technology is installed to work in effective way and attain goals. This will also help in
eliminating disruption occurring in technology. So complex tasks can be easily performed and
within less time.
TASK 2
The changes and trends must be identified and info is obtained about it. Hence, it makes it
easy to make changes within company. So, there are various techniques by which the changes
can be determined in market that are
Pestle- this is common technique that can be used by Hilton Hotel to obtain insight about macro
economic trends. Here, they can do analysis about different factors such as political, social,
technological, etc. (Matzler, and Kohler, 2018) It will show that what factors are affecting their
operations.
Swot – it is also a technique that can be used by Hilton Hotel to find out changes in the market.
Through it, organisation will be able to identify its competitors, threats, etc. It will provide info
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that who are competitors, where they operate, etc. The threats and opportunities can be easily
determined and then transformation is done.
Market research- this technique can be useful for hotel. Here, they can do market research and
obtain data and info about trends, partners, people needs, etc. It will be highly beneficial for firm
to get insight from market. In that they can do survey and get to know about what trends are
prevailing in the market (Tsiareshchanka, 2020). Also, statistics can be collected by it and
Hilton Hotel get insight on technology used by competitors, customer reviews, service quality,
etc.
Customer feedback- the technique can be utilised by Hilton Hotel where they take feedback from
customers. Through it, data can be gathered about trends, competitors, etc. it will give insight to
any change in factors or trends in customer needs.
The hotel can do a market survey by which they will be able to collect data about their
competitors and market trends. Moreover, they can take feedback from customers and guest as
well to gain insight about partners, etc.
In order to capture insight about competitors, trends and partners, Hilton can use porters five
force analysis. This analysis will help Hilton to analyse current competition in the market,
competition that new entrant can give to Hilton, completion from existing customers.
In order to capture insight about trends and partners Hilton can conduct market research and
PESTLE analysis so that they can understand changing trend and market.
TASK 3
It is important for Hilton Hotel to take effective and relevant decisions so that changes are
easily adopted. The decision taken need to quick so that there is no delay in adopting change.
Here, leader and manager of hotel is responsible for taking of decision. So, there are different
approaches that can be followed by firm in taking fast decisions (Vives, 2019). They are
described as below
Real time approach – It is a type of approach that can be used by Hilton. In this the company can
use data set and make decision in shortest time period. The model will support in delivering
report on business operations. Hence, there is use of data set in decision making. Besides, digital
technology can be used as well by hotel.
Problem solving - this is an approach where decisions are taken by solving problem. If there
occur any problem then it is analysed. The root cause of problem is identified and solutions are
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taken. Also, solutions are evaluated on certain criteria and then decision is taken. Thus, by
quickly solving of problem fast decisions are taken. By this approach there will be ease in
decision making process.
Problem seeking- it is approach where a 3 step process is followed. The stages are clarifying,
understanding and restating problem. This helps in taking effective decisions. In this decision
respecify that what problem is to be addressed. Hence, it helps in taking quick decisions. Thus,
Hilton Hotel management can easily seek problem which help in taking quick decisions.
Analysis of data and info- the approach can be followed in which management analyse data by
which they take quick decision (Choi, and Ozkan, 2019). It enable in evaluating what is best and
suitable for Hilton Hotel. Hence, by predicting and proper analysis decisions are taken in proper
way. The data can be sorted and segregated. There can be some criteria set on basis of which
decisions are taken. in this way quick decisions are taken.
Therefore, these are approaches that can be taken by Hilton Hotel in order to take quick
decisions. It will enable in addressing issues and solving it by taking quick decisions. Hence, it
will make it quick to adopt change for digital transformation.
TASK 4
In order to adopt change and maintain its status within hotel it requires to have highly skilled
and talented people (Shaw, and Chisholm, 2020). The talented people is needed to handle and
manage advance technological tools. They will be able to work in team and adapt change in
effective and systematic way. Besides that, for implementing change it is essential to engage
employees. Without it, digital transformation can not be applied. It has been analysed that there
are various techniques by which Hilton Hotel can acquire talent needed for it. The use of
technique depends on needs of hotel and what talent is already acquire. Basically, there are two
common techniques that can be followed by Hilton Hotel to acquire talent. It is defined as
below :
Internal source- The hiring is done from the organisation only. Basically, this method is applied
when requirement is few. Besides, time taken is less and cost incurred is less. In this there are
various methods which is as below
Transfer- The method which involve transfer of people from same position to another place.
There is no change in roles and responsibility (Goodwin, 2018). With this hilton can fulfil
vacant post in digital transformation.
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Promotion- This method is referred as promotion og people from low to high job role. Thus,
there is increase in roles and responsibilities as well. It enables in fast filling of Job role. In order
to increase engagement of the talents needed for its digital transformation, Hilton can use Social
media platforms for marketing, promotion and advertisements. It will directly help them to reach
candidate who are capable for engaging with the organization for digital transformation.
External source- Here, hiring of staff is done from outside organisation. So, it takes more time
to select candidate as overall process is long.
Advertisement – It is a method in which ads are placed to attract large number of candidates for
particular job role.
Employment exchange – Here, employees are hired with help of consultancy firm. The job
description is clearly described by company. Besides that, job seekers are in contact of firm
(Ringberg, Reihlen, and Rydén, 2019).
Campus hiring – In this Hilton hotel can directly recruit from universities and educational
institutes. This is known as campus placement.
TASK 5
A leader is responsible for creating a culture and implementing digital transformation.
Without culture change can not be adopted and executed. A fostering culture is beneficial in
supporting this. So, there are various ways by which leader can create a positive culture. It is
defined as :
Communication – Here, they can continuous communicate that what changes will occur, when,
how, etc. So, it helps in making staff aware and be ready for transformation to be occurred. Also,
employee will work accordingly for it by changing their tactics and strategy (Cowhey, and
Aronson, 2017). Through it, process that are formed can be communicated. By communication
leader can foster digital transformation.
Involve employees- the leader can involve employees to identify their skills and competencies. It
will allow in making staff to hold accountable for their work. Also, they will be responsible for
their work. By that leader can listen to their issues and solve it. Hence, this will allow in creating
a culture of team work. The leader can take decision by involving employees. It would be
beneficial for them to prepare best strategy and plan.
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Build practice that set digital process apart- here, leader can build practice in which is different
from normal one. In this they can form structure, policies, procedure, etc. by which staff will
have to work for digital transformation. These practice will help in driving self growth and
innovation so that employee is ready to adopt digital technology. Hence, by practising process it
led to creating a new culture (Basole, and Patel, 2018).
Promote integrity and stability- the leader can promote integrity and stability within overall
Hilton Hotel. This will allow staff to perform task in effective way. They will get aware about
what change is going to occur. Besides, stability will enable in maintaining their performance.
Moreover, setting of rules will provide direction that how to perform tasks.
Emphasis value- leader of Hilton Hotel can focus on creating value through digital
transformation. They can remind staff regarding how new digital system will bring value. They
will get to know about what change is going to occur and how it increases efficiency in process.
Hence, staff will get motivated and feel value in it. The leader can focus on end results of digital
transformation. This would be beneficial in creating digital culture.
TASK 6
In order to take effective decisions Hilton Hotel need to engage individual and leader so that
digital transformation occurs properly. This is because it allows individual to involve in decision
making. Thus, for that there are various collaboration tools available which can be used by
Hilton Hotel. With that it will allow leader to contribute in adopting change. The use of
collaboration tools depends on needs of Hilton Hotel (Weill, and Woerner, 2018). It is because
there are several features available in tools which help in collaborating. Here, first is that hotel
can use tool is trello. It describes a product in which project is organised into various stages.
Also, it shows that what work is to be done, by whom and when. Hence, it clearly segregates
entire project into stages and helps in collaborating. By that it becomes easy for staff to
collaborate with change. They will be able to communicate and interact with each other and
share data and info.
Besides that, another tool which can be used is Asana. It is a software that is designed to
work with team in collaboration and management. By using it Hilton Hotel manager can assign
tasks, break project, specify start and end date of tasks in it. This makes it easy to communicate
and maintain progress of digital transformation. Therefore, using these tools it helps in
collaborating with staff of Hilton Hotel. The individual get insight on how to take decision with
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and contribute in change (Leavy, 2019). Hence, these are some tools which can be used by
Hilton to engage and involve with employees and implement project. By that it becomes easy to
work in project in systematic way and complete it. With help of that tools it becomes easy to
collaborate and work in easier way. This allows in preparing schedule, assigning tasks, etc. to
people in it. Hence, the tools make work easy and simple for Hilton to work with team and
management. This makes it easy to communicate and maintain progress of digital
transformation. The individual get insight on how to take decision with and contribute in change
TASK 7
It requires a leader to possess relevant skills and behaviour to create a positive culture. This
is because culture will help in implementing digital transformation in Hilton Hotel. If leader does
not possess required skills than it becomes difficult to execute change. Thus, skills required in
leader is leadership skills. The leader must be able to lead team in effective way. He should
know what capabilities of other are and on basis it assign task to them. Besides that, leader must
be able to organise tasks and create vision. Another skill required is motivational. The leader
should encourage other people to adopt change and work towards it. They must continuous
motivate them to ensure transformation is properly done (Matzler, and Kohler, 2018).
Furthermore, the leader must be able to take effective decision by solving problem. This means
leader is required to have decision making and problem solving skills. The leader must also
possess critical thinking skills so that culture is analysed and then changes are made into it. With
that leader will be able to do critical analysis and build a culture that support transformation.
Alongside, leader must be honest so that he is able to gain trust of staff and work with them.
Being honest will help in motivating them and doing things right. Also, leader must be confident
enough. This will reflect to be successful in adopting change. It is also a good sign of leadership.
The leader should communicate openly to all. By this it enable in finding out issues and solving
it. Also, staff can interact with leader and state what needs to be done, when, how, etc. thus, on
basis of that decision are taken. The leader should show empathy towards others. They need to
understand others feelings. So, these all are attributes and behaviour leader is required to have.
The leader can create an ethical corporate environment by gaining trust of staff. He can respect
their ethics and values and accordingly work with them. Furthermore, leader must regularly
interact with them to find out issues. In this way positive culture is developed.
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REFERENCES
Books and journals
Basole, R.C. and Patel, S.S., 2018. Transformation through unbundling: Visualizing the global
FinTech ecosystem. Service Science, 10(4), pp.379-396.
Choi, J.J. and Ozkan, B., 2019. Innovation and Disruption: Industry Practices and Conceptual
Bases. In Disruptive Innovation in Business and Finance in the Digital World. Emerald
Publishing Limited.
Cowhey, P.F. and Aronson, J.D., 2017. Digital DNA: disruption and the challenges for global
governance. Oxford University Press.
Goodwin, T., 2018. Digital Darwinism: Survival of the fittest in the age of business disruption.
Kogan Page Publishers.
Krämer, A. and Kalka, R., 2017. How digital disruption changes pricing strategies and price
models. In Phantom Ex Machina (pp. 87-103). Springer, Cham.
Larkin, J., 2017. HR digital disruption: the biggest wave of transformation in decades. Strategic
HR review.
Leavy, B., 2019. Decoupling: customer-centric perspectives on disruption and competitive
advantage. Strategy & Leadership.
Matzler, K. and Kohler, T., 2018. The crusade of digital disruption. Journal of Business Strategy.
Ringberg, T., Reihlen, M. and Rydén, P., 2019. The technology-mindset interactions: Leading to
incremental, radical or revolutionary innovations. Industrial Marketing Management, 79,
pp.102-113.
Shaw, B. and Chisholm, O., 2020. Creeping Through the Backdoor: Disruption in Medicine and
Health. Frontiers in Pharmacology, 11, p.818.
Tsiareshchanka, L., 2020. Through digital disruption towards a more inclusive society.
Vives, X., 2019. Digital disruption in banking. Annual Review of Financial Economics, 11,
pp.243-272.
Weill, P. and Woerner, S.L., 2018. Is your company ready for a digital future?. MIT Sloan
Management Review, 59(2), pp.21-25.
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