Work Centered Analysis Framework
You are to write a report outlining the changes that have occurred in a business due to digital innovation using a work centred analysis approach.
The business case study using work centered analysis (WCA) framework is described in this report. Work centered analysis approach is a system that provides professional to look into the internal work process of a company and the information system used in for the business purpose. The report describes the work centered analysis approach of a company before digital disruption and after digital disruption (Ahvenniemi et al., 2014). The purpose of this report is to analyze the effects of digital disruptions on a company using work centered analysis framework. The goals and challenges associated with the disruption are also described.
The outline of this report is the case study taken, identified problems of the case including goals and challenges using WCA framework, and recommendations.
The business case study that is taken in this report is related to fashion industry. This industry is taken to study its business process and effects of technology.
Fashion industry is taken and the effects of digital disruption are described in this report. The work centered analysis framework of fashion industry is explained in terms of before and after the introduction of digital disruption.
The work centered analysis framework of fashion industry before digital disruption described in the following paragraph. The six elements in work centered analysis framework are customers, products or services generated and steps in business process include participants, information and technology.
The first element is customer. The customers are of two types and they are internal and external. The internal customers are the customers who are related to the company such as suppliers, people in shipping departments, workers, managers and others. The external customers are everyone who is interested in buying from the company. The customers rely on the stores and traditional work environment of fashion industry (Ardolino, Saccani and Perona, 2015). The second element is products or services generated. The product or services generated in fashion industry goes through various processes and they are information about the products displayed, purchased and delivered through fashion outlets in the store itself. The third element is business process, which is done through going to store, selecting the outfit from different products, taking trial in the store, billing the order and then customers take that product. The business processes has three parts. The first part is participants. The participants are customers who come to the store and interested in buying products. The second part is information. The information is provided through in-store staff and bill related enquiry is provided through accounts department. The third part is technology. The technologies used are traditional such as computers.
Analysis of Fashion Industry Before and After Digital Disruptions
The first element is customers. The internal customers have been reduced only for shipping and delivering the product need internal customers. Internal customers are virtual in external customer’s perspective. The external customers are not fixed as online outlets can be viewed by anyone and it cannot guarantee that people will buy the products. The gap between internal and external customers is also reduced (Barrett et al., 2015). The second element is product or services generated. The products or services generated through advanced technology such as there is virtual changing rooms and cashier less shops. These changes are due to digital disruptions. The third element is business processes. The industry operates online, people have to log in to buy the products, and then they enquire about the products (Peppard and Ward, 2016). The next step is to look at various products and then people decide what product to order. The customer then bills the orders and product is dispatched from warehouses for online orders. The shipping department then prepares the product for shipping and sends to customer and then customers get that product. The participants are the only who actually view for buying the product (Black and Edwards, 2015). The internal customers through online platform provide the information. The technologies used are such as internet of things and social media advertisements and others (Gregory, 2015).
The above analysis of fashion industry using work centered analysis framework is done to get an insight of effect of digital disruption in fashion industry.
The effect of digital disruption in fashion industry has some positive impact and some negative impact. The positive impacts are the following. The first one is that interaction of customers and businesses will be an ease due to social media introduction. People nowadays use social media such as Facebook, Instagram and Twitter on a daily basis and they rely much more on social media than store’s internal customers (Mcintyre, Melewar and Dennis, 2016). Social media platform help businesses to advertise to not only a particular age group or section but also a large group. People mostly prefer social media conversations to phone-based conversations. The rise of mobile application is another digital disruption that has positively impact on fashion industry. People nowadays are tech savvy and they prefer to shop anytime at any place. This has made the fashion industry more profitable. The second one is that visual search is going mainstream as people can filter their searches. The visual search feature uses color, shape, size and frequency to find similar products (Hartmann, King and Narayanan, 2015). This technology helps to get the right product without wasting time in choosing from list of various products. This technology is rapidly adopted by the fashion industries as it provides frequent searching of similar products (Hauck and Hienerth, 2016). The third one is introduction of virtual changing rooms, which has been proved a biggest boon for fashion industry. The virtual changing room such as virtual fitting rooms and 3D body scanners are increasingly used by fashion industry with an introduction of software tools that compare sizes, and create avatar and sizes are adjusted to avatars (Forbes.com, 2017). The negative effects of digital disruption in fashion industry can be explained through the following examples. The first one is arrival of Netflix. The arrival of Netflix in the Australian market had a negative impact on local consumers and businesses and Netflix is a sensation now. However, Netflix positively impacted the competitors such as Foxtel and Channel Nine. Highly established brands such as Spotify, AirBnB, Uber,Whatsapp and Twitch were forced to adopt the digital disruption to alter their industries and motivate the change across the globe (Nbnco.com.au, 2017). The second one is that there is great responsibility of retailers to become transparent towards customers as they are the one who are going to purchase the products (Knickrehm, Berthon and Daugherty, 2016). There is great responsibility of providing authenticity to customers as nowadays authenticity is far more important than communicating. The communication is not direct or face-to-face to ensure people the authenticity of products and thus results in thriving of humanized organizations in the industry. The third one is that although digital disruption positively impacted established and well recognized brands, the small-sized companies are the most affected section. The small-sized companies are not able to utilize the potential of digital disruption as their annual revenue is not huge to afford the advanced digital trends. This has affected their production and annual revenue. People are choosing online products or services over traditional way of purchasing product or services.
Positive and Negative Impact of Digital Disruptions on Fashion Industry
The above effects are going to be on a long term-basis for fashion industry. According to NBNCO, there are three key ingredients for digital disruption in fashion industry that will grow in the coming future (Nbnco.com.au, 2017). The first one is the ability to produce new products frequently and cheaply through various tools. The second one is sharing the products or services through global platforms like social media or Google or Amazon.
The recommendations for the effect of digital disruption in fashion industry are given in the following paragraph.
- The company should get detailed insights and understandings of the digital disruption in the market and its impact in future decisions. This will help the company to know their strong areas and weak areas where they need to develop.
- The complete analysis of business operations in terms of present and future perspective to evaluate the sections where digital transformation can be effectively used.
- The adoption of digital disruption should be done from the perspective of consumer’s interest and choices. The tracking of customer’s interest in products and services should be taken into account for better production.
- The company should monitor all new trends introduced in the business operations and test the modifications in the business operations and keep up with the business strategy.
The implementation plan includes technology testing, staff training, checking business operations, organizational survey, and trial and error. These are the possible implementations for the company that can adopt to deal with the digital disruption in the company.
Implementation Plan
Conclusion
The above discussions conclude that digital disruption is impacting the chosen industry either in positive or negative way. The effect can be small to large in every sector. The effect of digital disruption has been evaluated using work centered analysis approach. The above recommendations are the possible solutions to deal with the digital disruption and company should adopt those recommendations to get better economic development. Therefore, it can be concluded that with effective use of digital disruption organizations can be impacted positively
References
Ahvenniemi, H., Finley, B., Estrada, A.H. and Käki, A., 2014. 2.3 Creative industries and bit bang–how value is created in the digital age. Research Gate.
Ardolino, M., Saccani, N. and Perona, M., 2015, May. The Impact Of Digital Technologies And Ecosystems On The Servitizazion Of Companies: A preliminary Analysis. In Proceedings of the Spring Servitization Conference.
Barrett, M., Davidson, E., Prabhu, J. and Vargo, S.L., 2015. Service innovation in the digital age: key contributions and future directions. MIS quarterly, 39(1), pp.135-154.
Black, S. and Edwards, M.J., 2015. What’s Digtial about Fashion Design? Fashion, Technology and the Digital Economy.
Forbes.com., 2017. Forbes Welcome. [online] Available at: https://www.forbes.com/sites/rachelarthur/2016/06/15/future-of-retail-artificial-intelligence-and-virtual-reality-have-big-roles-to-play [Accessed 27 Dec. 2017].
Gregory, J., 2015. The Internet of Things: revolutionizing the retail industry. Accenture Strategy.
Hartmann, B., King, W.P. and Narayanan, S., 2015. Digital manufacturing: The revolution will be virtualized. McKinsey Quarterly, Aug.
Hauck, M.M. and Hienerth, C., 2016, August. The Role of Bloggers in Business Ecosystems-Investigation of Open and User Innovation Processes in the Fashion Industry. In 14TH INTERNATIONAL CONFERENCE (p. 172).
Knickrehm, M., Berthon, B. and Daugherty, P., 2016. Digital disruption: The growth multiplier. Accenture Strategy, Tech. Rep.
Mcintyre, C., Melewar, T.C. and Dennis, C. eds., 2016. Multi-Channel Marketing, Branding and Retail Design: New Challenges and Opportunities. Emerald Group Publishing Limited
Nbnco.com.au., 2017. The rise and rise of digital disruption | nbn – Australia’s new broadband access network. [online] Available at: https://www.nbnco.com.au/blog/industry/the-rise-and-rise-of-digital-disruption.html [Accessed 27 Dec. 2017].
Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a digital strategy. John Wiley & Sons.i
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