Case Study on the Strategic Digitization of a Retail Organization, Emphasizing the Tactical Integration and Embrace of Advanced Technological Initiatives
Divya Gupta1, Bala Krishnamoorthy2, O.P. Wali3
1Divya Gupta, Department of IT, NMIMS, Mumbai (Maharashtra), India.
2Dr. Bala Krishnamoorthy, Department of Strategy, NMIMS, Mumbai (Maharashtra), India.
3Dr. O.P. Wali, Department of Strategy, Rural Management from Institute of Rural Management, Anand (IRMA) (Gujrat), India.
Manuscript received on 22 November 2024 | Revised Manuscript received on 28 November 2024 | Manuscript Accepted on 15 December 2024 | Manuscript published on 30 December 2024 | PP: 6-13 | Volume-14 Issue-1, December 2024 | Retrieval Number: 100.1/ijitee.D177011041224 | DOI: 10.35940/ijitee.D1770.14011224
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The purpose of the research is to study the transformation of a retail firm in India that has undergone digitization by embracing advanced technological initiatives – implementation of Point of Sales, CRM solution, Endless Isle, watsapp shopping, Click and Collect in their stores with an objective of sales growth from the same set of stores. The authors have studied the end-to-end journey of implementing these initiatives across the organisation’s 500 exclusive business outlets in India. The phases of the transformation considered are – 1) Factors that have triggered the embracing of these technological initiatives 2) digital readiness as an antecedent to the adoption of the technology and 3) adoption of transformation initiatives in the organization. The authors have conducted in-depth, semistructured interviews with fourteen organisation executives within the scope. These experts have played a key role in transforming this organisation. They had either been instrumental in making decisions or actual users of the digital initiatives. The data was content analyzed for themes. Post discussions with the experts on the three phases, themes were identified across the phases. Salient findings from the research include support from leadership for initiating the program to implement technology initiatives, organisation-wide communication, including the adoption of initiatives, the impact of the Pandemic on digital transformation in the firm, the importance of adoption, and tracking adoption during this journey, among other key insights. The research plays a vital role for academicians to understand that, apart from triggering digital transformation projects in organisations, what else companies should do to increase readiness and adoption of initiatives within organisations. This study has identified new theoretical contributions to the existing body of knowledge, specifically related to technology transformation across all three phases of digital transformation for organisations: drivers that trigger digital transformation, digital readiness as an antecedent to digital transformation, and the adoption of technological initiatives by organisations. The findings from the study would help managers leading digital transformation initiatives in their firms. The findings would help the managers understand what went right and what could potentially go wrong during the implementation of initiatives in organizations. The study findings can serve as a guiding principle workbook for organisations planning to embark on a transformation journey by focusing on both internal and external factors. The study also sheds light on how external catastrophic events, such as the COVID-19 pandemic, drive organisations. The study findings will also be relevant for change leaders in organisations to understand how to be the chief narrator of digital transformation.
Keywords: Adoption of Technology Initiatives, Technological Initiatives, Technology Readiness, Technology Transformation.
Scope of the Article: Information Technology