MSc Dissertation: Innovation, IT, and Development at Marks & Spencer

This research proposal explores the significance of information technologies and digital media platforms in enhancing the performance and development of Marks & Spencer. It aims to understand the concept of IT and innovation, identify the impact of digital media, analyze the benefits of digital media on productivity, evaluate the challenges faced due to underutilization of digital platforms, and determine appropriate digital media platforms for improving marketing activities. The proposal includes an introduction, literature review, methodology, data analysis plan, and expected outcomes, addressing the rationale, deliverables, impact, key literature, and potential risks. The research employs qualitative methods to gather and analyze data, contributing to a deeper understanding of how IT innovation drives organizational success at Marks & Spencer. Desklib provides access to this document and many other solved assignments.

Managing Innovation and
Information technology
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Contents
Contents...........................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................4
1.0 Introduction............................................................................................................................4
1.1 Background of the research...................................................................................................4
1.2 Rationale for research............................................................................................................4
1.3 Aims and objectives...............................................................................................................5
Aim of Research................................................................................................................5
Research Objectives...........................................................................................................5
Research Questions......................................................................................................................6
Background of the organisation...................................................................................................6
Problem of the research...............................................................................................................6
Structure of the research..............................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
Introduction..................................................................................................................................8
What is the concept of Information Technology and Innovation for the development of the
organization?................................................................................................................................8
What is the importance and impact of digital media on the performance of the Marks and
Spencer?.....................................................................................................................................11
Which are the key benefits of digital media that provide positive impact on the productivity
and effectiveness of the organization?.......................................................................................13
Challenges that are experienced by the company because less practising and utilization of
digital media platforms..............................................................................................................14
Appropriate digital media platforms that are utilizing by the Marks and Spencer in order to
improve the marketing activities of the company......................................................................16
Conclusion.................................................................................................................................17
CHAPTER 3: METHODOLOGY.................................................................................................19
CHAPTER 4: DATA ANALYSIS................................................................................................24
CONCLUSION..............................................................................................................................35
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RECOMMENDATION.................................................................................................................36
REFERENCES..............................................................................................................................37
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CHAPTER 1: INTRODUCTION
1.0 Introduction
Information technology is defined as such aspects in which use of computers, storage and
networking are inhaled and this helps the organisation to develop their process of storage, secure
and exchange of all forms of electronic data. Information technology is associated with using of
hardware, software and other services so that in appropriate manner data can be handled. Besides
this digital media platform are defined as such encrypted media so that using appropriate content
product or services of a brand can be promoted (Talukder, 2016). With the help of digital media
platforms business performance can be enhanced and at the same time organisation can be
developed as well. This research is associated with analysing the significance of information
technologies and digital media platforms in order to enhance business performance and
development as well (Bushuyeva, Bushuiev and Bushuieva, 2019). This is examined that in
current time information technology is regarded as the major aspect which is required to be used
by every business so that to develop efficiency of the business and to deal with market
competition and trends as well. Using such aspects within business this is imperative to develop
the business in such a way that market image can be enhanced so that business benefits can be
attained.
1.1 Background of the research
The research is related with developing the concept of information technology and digital
media platform in managing the business and its developmental processes as well. This is
analysed that Marks & Spencer is one of the greatest organisation which is associated with using
appropriate innovation in the business so that to develop their business and to acquire market
prominence as well (Turnbull, Chugh and Luck, 2021). This report is highlighting aspects linked
with using of digital media tools and other aspects which are helpful in developing the business
in well-defined manner.
1.2 Rationale for research
The research topic is related with covering the significance of information technology
and digital media platforms in order to enhance business performance and organisational
development (Szutowski, Szulczewska-Remi and Ratajczak, 2019). The major reason behind
selecting this topic is to fulfil dual perspective which is personal and professional. In the context
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of personal aspect with the help of this research various activities can be analsyed which are
related with developing use of IT. Besides this the research is going to aid me in applying
various techniques in which I am able to develop my personality in sufficient manner. The other
personal benefit with this research is that I am able to enhance various skills such as analytical
skills, research skills and many more. Using these skills, I can be developing my future career
abilities and develop my professional career as well. In the respect of professional aspect using
skills from this research I can develop my career opportunities which is going to assist me in
gaining good job position. In future perspective this is going to help me in making sound
professional career which may lead into shaping my personality in positive manner (Talukder,
2016). Using these concepts, I can work in my job with greater efficiency and manage my career
as well.
1.3 Aims and objectives
Aim of Research
“To study the significance of information technologies and digital media platforms to
enhance the performance and development of the organization”: A study on Marks and Spencer
Research Objectives
 To understand the concept of Information Technology and Innovation for the
development of the organization.
 To identify the importance and impact of digital media on the performance of the Marks
and Spencer.
 To analyze the key benefits of digital media that provides positive impact on the
productivity and effectiveness of the organization.
 To evaluate the challenges those are experienced by the company because of less
practicing and utilization of digital media platforms.
 To determine the most appropriate digital media platforms that are utilizing by the Marks
and Spencer in order to improve the marketing activities of the company.
Research Questions
 What is the concept of Information Technology and Innovation for the development of
the organization?
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 What is the importance and impact of digital media on the performance of the Marks and
Spencer?
 Which are the key benefits of digital media that provide positive impact on the
productivity and effectiveness of the organization?
 What are the challenges that are experienced by the company because less practicing and
utilization of digital media platforms?
 What are the most appropriate digital media platforms that are utilizing by the Marks and
Spencer in order to improve the marketing activities of the company.
Background of the organisation
Marks and Spencer is commonly known as M&S and it is British multinational retailer.
The company is specialised in selling food products, clothes and home products. The
headquarters of the company is located in London, England (Bushuyeva, Bushuiev and
Bushuieva, 2019). It comes under retail industry and found in the year 1884 in Leeds, United
Kingdom. Marks & Spencer is listed on the London Stock Exchange. The founder of the
company is Michael Marks and Thomas Spencer.
Problem of the research
The main problem of the current research is facing problem in relation to empowering
employees to innovate and work with new and advanced technology. This is the main problem
which company faces to empower and encourage employees in relation to innovation and
technology.
Structure of the research
Introduction:
Introduction is referred as first chapter of the investigation. It gives out introductory piece
of information in relation to the topic of study. It is the chapter in which researcher gives
systematic time duration for planning out resources to meet defined aim and objectives. In
simpler words, introduction is the face of the whole research because it contains great piece of
information that introduces reader with the basic information.
Literature review:
Literature review is the second significant chapter in the research. It is the chapter in
which research questions are mentioned so that they could be addressed effectively and
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efficiently. In simpler words, it is the chapter in which researcher focuses at gathering secondary
information and aims at fulfilling existing gap in the published data. In this secondary sources
are approached for collecting secondary data such as books, articles, journals, newspapers,
magazines, websites of business etc. It has great contribution in the investigation because it
provides great clarification about the whole topic. It is one of the important sections of the
investigation because it gives great learning about the topic.
Methodology:
The third chapter is research methodology in the research. This chapter is focussed
towards presenting material piece of information in the given report. The main motive of the
chapter is confirming the relevancy and authenticity of the chapter (Szutowski, Szulczewska-
Remi and Ratajczak, 2019). In the current research also different types of methodologies are
used such as research approach, research strategy, research choice, data collection etc. The
present research is based upon qualitative information to meet defined aim and objectives.
Results and Analysis:
The fourth chapter is results and analysis that covers research analysis and results. In this
gathered secondary information is analyses in systematic and proper manner. For analysing
gathered qualitative information, investigator has taken assistance of thematic analysis. This is
great for evaluating qualitative information.
Conclusion and Recommendations:
The fifth chapter is conclusion and recommendation, the conclusion chapter includes the
summary of the whole research in systematic way. The recommendation chapter includes
suggestions to the chosen company about the topic.
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CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review introduces to the process of gathering information through secondary
sources. These sources are peer-reviewed articles, books, journals and many more. Main purpose
of literature review within a dissertation is to help researcher in identification of research gap. In
previous studies, there was lots of data available regarding the significance of information
technologies and digital media platforms within business organisation, but there was lack of data
about the effectiveness of digital media platforms and information technologies in performance
and development of the organization.
What is the concept of Information Technology and Innovation for the development of the
organization?
According to Bene, (2021) information technology refers to the application of internet
and computer to transmit, store, retrieve and manipulate data and information. Security is
regarded as specific category of IT which mainly focus on transmitting data on the aspect of
information technology. It is used in both small business and a multinational company which
resulting in storing data and information in effective way. Now a day, computer technology is
used in every business which is becoming a business operating within all over the world.
Without an information technology, company cannot run. It is needed in every department of an
organisation such as sales, finance, HR, communications and all other departments which are
dependent on functional computer information system. In addition, it helps in protecting data and
information and keep it safe from all over the world. In relation with marks and Spencer, they are
using internet based services such as they are doing online satisfaction which results in securely
saving their customer data and information (Hallencreutz, and Parmler, 2021). So, they make use
of information technology such as big data to keep their transaction and data secure and which
results in enhancing customer’s loyalty as well. Information technology is considered as broader
term which includes all communication technologies by involving internet wireless networks,
computers, software, media application, video conferencing and social networking. It helps to
provide instant messaging, voice, emails and video calls in cheaper and quicker manner.
Information technology also created new and interesting jobs for people due to which the
unemployment rate of country gets decreased. Through information technology, company can
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build and grow the business sector and also generate maximum output. The IT department of
Organisation helps to run the business by conducting effective communication, making decision,
keeping record and analysing data.
On the other hand, innovation is the significant factor which helps in attainment of
competitive advantage within market and among competitors. An organisation brings innovation
to stay in a market for long time and gain competitive advantage among competitors. There are
certain elements of innovation such as motivation and empowerment of employees, resources
and skills, training and development methods and creation of quality of products. These all
elements results in creating innovation within business environment (Goldman, van Herk, and
Weltevreden, 2021). In relation with Marks and Spencer, there mangers are working on
providing effective training and development methods to their employees and involving them in
decision making skills which results in creating innovation within working environment. For
instance, they have launched “Innovation hub” which expand plant based food range (Marks &
Spencer launches 'innovation hub' to expand plant-based food range, 2021). They are working
on hiring of new staff members for their organisation who can deliver more unique ideas to the
company and they are providing training to their staff in order to enhance their profits and
revenue. This helps them in attracting customers towards new products and gain competitive
advantages among competitors. Company managers are working on providing effective
opportunities to their staff members because this will enhance their motivation and develop their
productivity as well.
It is being said that innovation and information technologies both are important for the
organisation (Khodabandeh, and Lindh, 2021). Now a day, company is facing certain risk due to
Covid 19 pandemic, so it is important to develop new innovation within working environment
because this helps in providing new vision to the employees and focusing on use of capabilities
and resources which can be used in best possible manner. For conducting innovation within
company, it is important to have sufficient sources of funds with the company and they should
have capable staff members as well. Further, information technology department make sure that
operation within business, networks, applications and data should all connect and function
properly. It handles all the departments such as maintain applications and services of company,
monitors and optimise and troubleshoots performance of applicants. It oversees the governance
of applications and infrastructure. It is important to have information technology departments in
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companies (le Roux, and Parry, 2021). In marks and Spencer, managers are using information
technology system which helps in storing their data and information related to customer’s
transactions and other business transactions.
IT provides means to develop, analyse and store data and secure information in most
effective manner. Processing of data is an important role in business practise as this includes
sales and invoicing, accounting and taxes, marketing research, product development and design.
It starts with regulatory compliance. There are various types of information technology examples
which is used in marks and Spencer such as server upgrade, security monitoring, new software,
business improvement, user support etc. In addition, there are certain benefits of having
information technology within business environment of marks and Spencer. Such as it helps in
communication- as rapid communication helps in increasing productivity or efficiency of
employees (Camilleri, 2021). It allows better decision making to the organisation ad this helps at
a time of expansion. By this, other online transactions can be done frequently like email servers,
internal company billboards and routers and chat services etc. these technology results in making
effective communication with the employees whether they are working remotely or at business
working environment. Effective information technologies help in connecting with business
partners and customers as well. In addition, it protects and secure data and information-
electronic storage system create a hold to the information which they receive through internet
services.
In marks and Spencer, managers in IT department maintain customers and company files
is an important factor (Naseri, Noroozi Chakoli and Malekolkalami, 2021). Information
technology helps in keep information safe and limit access to the few. Virtual vaults keep
information safe and secure. Security system put in place and keep out wiped from damaging any
type of risk which obtain through system broken-down. On the other hand, innovation is having
many benefits such as it helps in improving productivity and reduction in cost. It develops better
quality of products and services provided to them. It builds better product range and resulting in
enhancing customer base. Innovation helps in handling legal and environmental issues which are
affecting business environment. It also resulting in improving staff retention, motivation and
recruitment. Innovation in a business is becoming more significant and potential good quality
recruits are often drawn to a company with reputation of innovation. The main motive of
information technology is to build communication networks for company and help employees
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troubleshoot problem, safeguard data and create database. There are mainly four elements of
Information technology such as database and network management, business software
development, information security and computer technical support. Marks and Spencer has
adapted new technology in its workplace in order to prevent employees from COVID 19 disease.
They roll out AI supply chain technology to all its food store so that their customer may remain
healthy and prevent from the disease. Marks and Spencer also modifies its supply chain by
implementing artificial intelligence and machine learning in order to improve availability while
cutting waste of food.
What is the importance and impact of digital media on the performance of the Marks and
Spencer?
According to Ramdani, Raja, and Kayumova, (2021) Digital media is changing people's
daily lifestyle. It is the way to connect with the customer and other business partners. It provides
benefits to both society and individuals. It refers to the communication, community building
across boundaries and social interaction. People are living in era in which information is to be
utilise. Organisation should choose better contact in order to interact with customers. Digital
media is performing effective tool in making promotion of the products. Digital media is
engaging with the customers and making brand promotion through internet. It facilitates social
interaction and it empowers people- it helps in connecting with people through best possible
manner and maintain friendly relationship with customers. This reduced time and efforts of the
organisation. Further, it facilitates interaction with cultural, social, religious and economical
within business environment. In relation with marks and Spencer, there managers are using
digital media strategies in enhancing profitability and resulting in increasing customer base.
Some of the technologies used in company to get effective information about a customer. They
are updating research and development department in order to know customer needs and
demands. By this they analyse customers’ demands and resulting in making promotion of those
products and making improvements in their products and services. Digital media is important for
company in order to increase the profitability and growth of business. Through digital media,
Marks and Spencer can interact with its customer and get access of new and information. Digital
media helps in increasing the operational efficiency, improves business decision making,
empowers employees, improves customer experience and also make effective marketing
strategy. It is a method of storing, receiving, transmitting and manipulating the data through
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digital form. It allows company to exchange the information in wide range of forms. The few
elements of digital media are software, digital data, video games, digital images, social media,
web pages, digital audio and many others. Digital media is important for Marks and Spencer as it
helps in reaching to large number of audience and saves money as compare to traditional
marketing methods.
Further, digital media in business organisation is impacting positively. It increases civic
participation and creation of communities (Abou-Foul, Ruiz-Alba, and Soares, 2021). While
using of traditional method, products are being sold to the customers through physical basis, but
due to digital media, company can be able to sell their products online and resulting in increasing
customer demands. Marks and Spencer is working through social media platforms. They are are
doing promotion through digital media channels and attracting customers through different
images and videos. M&S is making innovation in becoming digital and selling products and
services online. This helps in enhancing large customer base and developing profitability as well.
Digital media is impacting marks and Spencer performance in positive way because it helps in
sharing content information to the general public and making communication effective with the
customers. Digital media involves use of social media strategy which brings information in
presented way and resulting in different process and relieving better to the customers. It provides
actual figures and facts that allow to circulate information much faster (Ionescu, Müller and
Kovalev, 2021). This not only enable people to respond on a real time but also helps them to
expose political corruption and unfair practises of business.
Digital media is impacting both in positive and negative impact on Marks and Spencer
performance. The positive impact is that it is providing business boundless reach- it helps in
knowing the website effectively and developing effectiveness among organisational
performance. It also considers as a money saver- because through traditional basis, marks and
Spencer is selling goods and services physically. But through digital media- they are selling good
on online platforms. This reduces cost of transportation and other cost of operation. Through
digital media, company is able to interact with their customer effectively and share their issues
and problems related to the products effectively. It delivers fast results and sales- while more and
more people are searching on internet about the products which they want to purchase. So, marks
and Spencer is providing pictures and videos through social media handles which results in
attracting customers and make them aware about new innovation within product range (Llopis-
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