Impact of Technology & CSR on Spirent Communications' Business Growth

This report examines the business environment of Spirent Communications (Plc), analyzing the impacts of innovation and technology on its sales, profits, and growth. It highlights how Spirent has leveraged technology and partnerships to enhance its performance and market position, including the adoption of Wi-Fi 6 and advancements in communication. The report also explores the importance of Corporate Social Responsibility (CSR) for Spirent, detailing its initiatives in environmental protection, employee development, and community engagement. It emphasizes how CSR contributes to brand image, customer engagement, and overall business stability. The analysis covers Archie Carroll’s CSR model and discusses the challenges related to technological advancements, such as the need for continuous investment, employee training, and competitive pressures. Overall, the report provides a comprehensive overview of Spirent's strategies and performance within the dynamic business landscape.

Business Environment

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Impacts of innovation and technology and how it has affected the sales, profits and growth of
Spirent Communications (Plc).....................................................................................................3
TASK 2............................................................................................................................................6
Importance of Corporate Social Responsibility (CSR) for the same organisation......................6
Archie Carroll’s (1991) CSR model............................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Business environment can be defined as a region where organisations belonging to different
sectors do performs operations for different purposes like earning huge profit, for betterment of
social behaviour of the society and so on. It consists of both external and internal factors, which
carries different sorts of impact on organisations. Including this, innovation and technology are
said to be the two crucial elements which has led organisations to improve their productivity and
also their proficiency level as well (Ramadani and et. al., 2019).
Organisation that has been taken into consideration is Spirent Communications (Plc), where
in the first section impact of technology and innovation will be considered and how it impacts on
overall performance level like profits ratios, sales as well as growth. Including this, the other
section will be focusing on importance of Corporate Social Responsibility (CSR) will be
discusses in rightful ways.
TASK 1
Impacts of innovation and technology and how it has affected the sales, profits and growth of
Spirent Communications (Plc)
Innovation and technology are said to be the two crucial elements, which carries huge
impact on profits, growth of an organisation. In context with Spirent Communications, this
company has become the winner of PLC Awards 2019 and the reason that came in front was that
this company has specifically came up with best suitable innovation and technology as well at
their workplace. This impacted positively on their performance level and improve their profit
margins, sales and growth as well. Technology effectively affects business tasks in different
ways. Regardless of the size of the business organisation, innovation and technology has both
theoretical and substantial advantages that will help organisation to produce the outcomes for
clients and bring cash as well. On the other hand, in relation with technology, it has been realised
that some of the individuals go through a range of difficulties where the initial investment for
this particular new technology is considered to be the waste of money. Away with this, the way
organisation work is ultimately changing also it is adapting the reality as well because could it
could save organisations with huge security for a longer period of time (Butticè and et. al., 2020).
On the other hand, Trimble dimensions clearly the manner in which development
administrators control and maneuverer their hardware must change. Advancements like

PAYLOAD and Cat® Connect GRADE would aid administrators in realizing how they're
controlling the different materials in much effective and in efficient manner. This particularity
expands administrator precision and method, setting aside them cash and time not far off.
Additionally, checking machine wellbeing brings down working expenses and broadens machine
life.
Including this, new solutions increase workplace safety, unless they work in the automotive
industry or in healthcare industry, probably don’t give much thought to workplace safety. As the
need for security and safety heightens, it can be said that workplace safety is something which
has helped Spirent Communications (Plc) continuously finding better ways than ever to use
technology. This led Spirent Communications (Plc) to improve or enhance their proficiency level
in much effective and in efficient ways. Spirent Communications (Plc) has already partnered
with a range of organisations like company has managed to partnered with approximately 140
partners across the APAC, EMEA, Americas, and regions as well. This has led organisation to
next level to bring innovation at workplace, because most of the companies are coming under
this one particular area or section only.
Considering this one particular aspect, acceleration of Wi-Fi technology evolution has led
Spirent Communications (Plc) to improve the sales because considering this one particular
product i.e. Wi-Fi has given its clients with effective internet speed, which ensured quality as
well considering high standards. On the other hand, this innovation was brought by this company
considering acquisition with Wi-Fi NOW, which is specifically proud to announce the same. It
has also ensured security solutions, analytics, assurance, provider to Spirent Communications.
Spirent is said to be the official test partner of Wi-Fi NOW, to aid an organisation advance
themselves to improve industry and company at the same time, where they have considered
adoption of latest technologies like Wi-Fi 6 (Kocak, Carsrud and Oflazoglu, 2017).
It has also been found that, this is one of the biggest organisation where, communication at
workplace has been really very fruitful for Spirent Communications because it touches every
single facet of businesses in relation with every industry. It can be said that, there is a huge
communication process, which is adopted by this company that helps them in improving overall
proficiency level in much effective and in efficient manner, which also lead company to save
both time and cost as well at the same time.

On the other hand, it is said that there are a range of innovative platforms, gadgets and
technologies as well to choose from now and options will continue to grow. Spirent
Communications feel this as a company, too. Spirent Communications now considered as a
remote team members working in five different states, so facilitating online collaboration is key
to the organisation. Spirent Communications may have turned to sharing tools like GoToMeeting
and Egnyte to make working together despite distance a seamless process (Feng, Ma and Jiang,
2020).
Away with this, construction industry, operators in one machine need to work in conjunction
with other operators and machines. The impact of technology-equipped machines creates clear
lines of communication. Offerings like Cat Connect Equipment Management Services helps
owners understand their machines and moves business forward. This has helped organisation to
sustain within the market for a longer period of time. Away with this, it is also said that Spirent
Communications (Plc), at the cutting edge of the meeting was the manner by which to change
information into simple to-utilize data, something that is essential in the particular industry in
which organisation is performing different range of products and services. It's hard to do, yet
outfitting the intensity of information is needed in the present section where substantial climate.
The principle objective for the development business is to improve return on the gear and the
labour force. In any case, how work together proprietors set a benchmark and understand what
parts of the activity need improvement (Caputo and et. al., 2016).
For advancement in artificial intelligence Spirent Communications provide new
technologies and services for better result but there are several technologies that create a impact
on the organization growth and opportunities. Firstly, telecommunication company is rolling out
5network in the market that very fast and less power consumption. But it needed more
investment and more consumption of fuel so it is quite difficult for the organization. In the
previous year’s innovation and technologies has risen badly and the competition level is also
increasing day by day because every IT company wants to establish new features and
technologies very quickly because the clients wants and needs are increasing day by day they
want more services and more flexible things.
Spirent provide many services like testing of mobile networks and internet protocol, cloud,
about the cybersecurity but somehow they are not much effective for the clients because in
today's time everyone wants advancement. Everyone knows that cybersecurity is not possible

because somehow there is few data and information of clients are stolen by the organization that
is not acceptable for the clients because they do not want to share their personnel details and
information to anyone. So it creates impacts on the organization (Anser, Zhang and Kanwal,
2018). Spirent company aim is to deliver a new generation of technologies but it is quite difficult
because its take too much investment and very security for the new technologies and after
announcing about the new technologies if some competitors stole their ideas and come with
some more features then it is not beneficial for them and sometimes clients did not like the ideas.
Because of the advancement of the technology there are much requirement of well education
because without well education they cannot perform in the company.
Technological modification will influence the modification in basic managerial utilities.
There will be increased obligation on management for Spirent Communication organization
results directing to added intensity on designing, decision making, power, and coordination. For
technological changes there will be need for more training of the employees and more
investment there will be more requirement for special skills and loyal employees. The number of
competitor is increasing so it will affect the Spirent communication organization. There will be
more necessity for the better services for the clients Each of these modification will raise
outcome from the organization in its frameworks and kinship with workers and consumers. So
innovation and technologies affect the sales of the organization (Ridha and Hidayat, 2020). They
need to work more efficiently and hard to gain more customer base and they need to be very
update for the desires and feedbacks of the customer.
TASK 2
Importance of Corporate Social Responsibility (CSR) for the same organisation
Corporate Social Responsibility can be termed as the obligation of a business organisation
towards its natural environment and the society it belongs to. It is an emerging and popular
concept within the large scale industries as well as medium scale industries. Numerous
organisations have adopted the Corporate Social Responsibility element in their respective
business operations in order to create an affirmative impact and build a good brand image in the
society. It facilitates the business organisations to enhance their customer engagement and brand
recognition. Corporate Social Responsibility helps the organisations to grow and develop their
current business operations in the marketplace (Prajogo and Oke, 2016).

Spirent Communications also consider Corporate Social Responsibility as one of the prominent
elements of their business as it helps the company to reach and attract larger audience towards
their offerings and services.
 The CSR concept has helped the Spirent Communications to enhance their creativity as
well as innovation capabilities in order to formulate environmental and societal strategies
that can create an impact in the society and bring a positive change in the same.
 The company is catering its services to various Non Profit Organisations in order to uplift
the weaker sections of the society and to promote their well-being and growth.
 Various initiatives and campaigns are carried out by the company to encourage the
general public in order to protect and conserve the natural environment. Nowadays,
environment is considered as a very sensitive issue and people around the world are
working to protect the environment. Hence, it is a great step taken by Spirent
Communications to create am good impact within the society.
 The company is providing excellent opportunities for employment in the society. Spirent
is also focusing on employee skill development and overall growth for the workforce of
the organisation and the trainees aspiring to be the part of the organisation. It can be said
the company is contributing in creating a talented workforce which can be profitable to
the society in the future.
 The company is focusing on reduction and elimination of waste in the organisation in
order to promote healthy and safe environment in the business organisation. It will also
help the organisation to create a positive influence over the consumers investing in the
organisation which in turn which help the organisation to gain a competitive benefit
which can be utilised by the company in the target market.
Overall, it can be said that adoption and implementation of Corporate social
responsibility has helped the organisation to enhance stability in the organisation. It helps to
motivate the employees working in the organisation and also helps the organisation to attract
new talents with the company. In a way, CSR is also enhancing the economic development of the
business organisation in the market environment. It helps the company in maintaining its
economic stability by contributing in increment in the sale and the revenue generation of the
organisation (Lin and et. al., 2019).

Archie Carroll’s (1991) CSR model
Corporate Social Responsibility or Archie Carroll's CSR model is a model that regulates on
its own which focuses on making the company accountable to the society. It practices the
business ethics with the environment, giving charitable support to the economy for a social
cause. The Board of Directors are mainly responsible for the CSR project as they are the top
management, decision making authority. The main aim of the model is to serve back to the
environment which is helping the company to gain profits by using the resources and providing
quality services to the general public. Following the model needs lot of efforts as it may lead to
some demerits as well. The organisation can face neglecting of business targets to be achieved,
competition enhancement, if the responsibility is not fulfilled then negative impact on the brand
image also.
Spirent Communication being a global service provider in terms of networks,
cybersecurity in UK becomes responsible for working toward the benefit and upliftment of the
backward class people or reducing the depletion of economic resources. As Spirent
Communication is a well-known brand earning good profits, it becomes mandatory for them to
follow this model. The CSR may include training to the unemployed people, reducing carbon,
fair policies for the labour, charitable helps. The follow procedure of CSR in Spirent
Communication makes the customers feel reliable towards the brand and increases the trust as
well, resulting in increase in customers and sales of the brand. Following CSR makes it possible
for the organisation to gain high profits as well because the brand awareness enhances and
employees are also satisfied. It has seen that many customers are ready to pay more for the
services provided by such socially responsible firms (Gandhi, Shaikh and Sheorey, 2017).
Following this model reduces the cost of operation, increase the financial performing of
the company. The CSR model provides a good businesses reputation, it also attracts the talented
and young staff and retain of the existing staff reducing the employee turnover. Spirent
Communication being a high earning firm, needs a lot of amount of access to the capital,
working under CSR makes that also possible easily which will be highly responsible in increased
sales resulting in good organisational growth (Anser, Zhang and Kanwal, 2018).

CONCLUSION
From the above study and the statements made, it can be easily concluded that the use of
innovation and technology provides a rapid growth to the company, more sales and more
profitability to the organisation which is discussed Spirent communication and to any other
organisation as well. Spirent Communication managed to partnered with more than a 140
partners across the regions as well which gives the company to provide new innovation
techniques to be used. As the company has high turnover so it spends on its corporate social
responsibility project also. Spending on CSR by the organisation create its affirmative impact
and build a brand image in the society. For this the organisation cater its services to various non-
profit organisations to promote the well-being and growth of the weaker section of the society.

REFERENCES
Books and Journals
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economies: A multi-stage estimation approach. Technological Forecasting and Social
Change, 140, pp.271-280.
Butticè, V. and et. al., 2020. Counterfeiting in digital technologies: An empirical analysis of the
economic performance and innovative activities of affected companies. Research Policy, 49(5),
p.103959.
Kocak, A., Carsrud, A. and Oflazoglu, S., 2017. Market, entrepreneurial, and technology
orientations: impact on innovation and firm performance. Management Decision.
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meta-analysis. Journal of Service Management.
Caputo, M. and et. al., 2016. Exploring the impact of open innovation on firm
performances. Management Decision.
Anser, M. K., Zhang, Z. and Kanwal, L., 2018. Moderating effect of innovation on corporate
social responsibility and firm performance in realm of sustainable development. Corporate
Social Responsibility and Environmental Management, 25(5), pp.799-806.
Ridha, R. and Hidayat, N. K., 2020. Impact of Innovation & Certification to SME Performance
in F&B Sector (No. 4280). EasyChair.
Prajogo, D. I. and Oke, A., 2016. Human capital, service innovation advantage, and business
performance. International Journal of Operations & Production Management.
Lin, W. L. and et. al., 2019. Does firm size matter? Evidence on the impact of the green
innovation strategy on corporate financial performance in the automotive sector. Journal of
Cleaner Production, 229, pp.974-988.
Gandhi, A. V., Shaikh, A. and Sheorey, P. A., 2017. Impact of supply chain management
practices on firm performance. International Journal of Retail & Distribution Management.