THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF TESCO, A FOOD REATAILER.

P150338

THE INFLUENCE OF TECHNOLOGICAL

INNOVATIONS ON THE COMPETITIVE EDGE
OF TESCO, A FOOD RETAILER

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ABSTRACT

It would be say without any that prior researchers have studied the relationship between technological
innovation and competitive advantage, but very little to no study has been done on the topic. This study
thus sees a necessity to do out research on the topic utilizing Tesco ,a food retailing outlet with the aim
to achieving the entire goal .Other more detailed objectives, followed by research questions and
hypotheses, were developed with the intention of accomplishing this overarching goal.
The study conducted an in-depth literature review on the topic and then used secondary sources of
information to deepen its investigation. Finding out whether technology advancement has helped Tesco
to become relevant in the cutthroat market was the goal of the qualitative and quantitative data
collection methods used in this study. There is strong evidence that technological innovations like POS
machines, websites, and online apps, among others, have all contributed to the organization's growth.
The results both from methods showed a correlation between technological innovation and competitive
advantage, with 90.4% and 79.4%, respectively. The study's findings indicate that technological
innovation has a favorable impact on competitive advantage.

It should come as no surprise that prior researchers have studied the relationship between
technological innovation and competitive advantage, but very little to no study has been done on the
topic.
 THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF TESCO, A FOOD REATAILER. P150338

ACKNOWLEDGEMENTS

I would like to extend my sincere gratitude to all those who helped me through this period despite the
current pandemic situation currently. I would like to thank my supervisor Md. Al Amin for guiding me
through this ordeal notwithstanding her busy schedules and holiday off, she gave me her support by
reviewing my work and responding in expeditious manner. I would like to thank the employers and
fellow employees of Tesco as well for taking time to be part of this project.
Finally, my gratitude goes to my family for their prayers and words of encouragement.

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 LIST OF ABBREVIATIONS

ASTII African Science Technology and Innovation Indicators

DPC Data Protection Commission
ICT Information Communication Technology
NEPAD New Partnership for Africa's Development
PCA Principal Component Analysis
R&D Research and Development
SEO Search Engine Optimization
S&M Small and medium
 TABLE OF CONTENTS
ABSTRACT..............................................................................................................................................3
ACKNOWLEDGEMENTS...........................................................................................................................4
LIST OF TABLES.......................................................................................................................................5
LIST OF ABBREVIATIONS.........................................................................................................................6
CHAPTER ONE........................................................................................................................................8
1. INTRODUCTION..............................................................................................................................8
1.1. Background to the Study...................................................................................................................8
1.2. Statement of the Problem................................................................................................................9
1.3. Research objective..........................................................................................................................10
1.4. Research Question..........................................................................................................................10
1.5. Scope of the study..........................................................................................................................10
CHAPTER TWO......................................................................................................................................11
2. LITERATURE REVIEW..........................................................................................................................11

2.1 Conceptual Framework....................................................................................................................12

2.1.1.Concept of Innovation/ Technological Innovation..................................................................13
2.1.2.Influence of Technological Innovation on Retail Industry.......................................................15
2.1.3.Role of Information Technology on Technological Innovation in the Retail Industry..............17
2.1.4.Sustainable Competitive Advantage........................................................................................18
2.1.5 Technology improving the quality of marketing in England..........................................................19
2.2 Theoretical Framework....................................................................................................................20
2.3 Empirical Framework.......................................................................................................................21
CHAPTER THREE...................................................................................................................................23
3. METHODOLOGY of RESEARCH..........................................................................................................23
3.1. Introduction....................................................................................................................................23
3.2. Research design..............................................................................................................................23
3.3. Philosophy of research....................................................................................................................23
3.3.1.Positivism philosophy…………..……………………………………………………………23
3.4. Research approach.........................................................................................................................26
3.5. Sample of Population......................................................................................................................27
3.6. Sample technique...........................................................................................................................27
3.7. Methods of Data collection............................................................................................................27
 3.8. Research instrument.......................................................................................................................28
3.9. Pilot study.......................................................................................................................................28
i) Validity of the research instrument...........................................................................................29
ii) Reliability of the research instrument........................................................................................29
3.10........................................................................................................................Analysis of Data
29
3.11........................................................................................................................................ Ethics
29
CHAPTER FOUR.....................................................................................................................................30
4. DATA PRESENTATION, ANALYSIS AND INTERPRETATION...................................................................31
4.1. DATA PRESENTATION......................................................................................................................31
4.1.1.Interpretation..........................................................................................................................32
4.1.2.Discussion of findings..............................................................................................................33
4.1.3.Interpretation..........................................................................................................................36
4.1.4.Discussion of Findings.............................................................................................................38
CHAPTER FIVE.......................................................................................................................................39
5. SUMMARY, CONCLUSION AND RECOMMENDATION.........................................................................39
5.1. Executive Summary...................................................................................................................39
5.2. Conclusion Of the research.............................................................................................................40
5.3. Recommendation............................................................................................................................41
5.4 Suggestion for Further Study...........................................................................................................41
 References
 Appendix

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 CHAPTER ONE
INTRODUCTION

Background to the Study

The commercial potential for a firm were greatly improved by technological improvements. The most
efficient use of technology is essential for the most important marketing skills. It has been noted as of
2017, Foroudi et al.that people are more likely using technology more than other generations. Shapira
and Youtie (2016) add that the expanding millennial population has forced businesses to advance their
technology capabilities while competing in various markets. Organizations' marketing efforts depend on
customers' shifting tastes while encouraging them to pursue convenient shopping choices. As a
consequence, the study will identify the numerous ways that Tesco, a retail outlet, uses technology to
strengthen its competitive edge. It's critical to understand what technology and innovation represent. at
this point. Many sorts of innovation were described by Schumpeter (1934), including new goods, new
manufacturing techniques, fresh sources of supplies, tapping unexplored markets, and inventive
business strategies (Gurhan G, Gundus U, Kemal K, and Lutfihak A 2011). Innovation is a term that refers
to both goods and processes as well as marketing and organisational practises. Invention is also the
method used to put new, better functionality or higher utility into use. So, in order to explore
discovering new markets, expanding market share, and giving the company a competitive edge, creative
thinking has evolved as one of the primary  components of development strategies. Companies have
begun to recognise the necessity and significance due to fierce global competition and quickly evolving
technology, which have drastically decreased the value added of previously existent goods and services.
This realization has been urged by the rising competitiveness in the global markets. Likewise, innovation
is a vital element of company strategies for a range of reasons, along with the application of more
effectual manufacturing processes, enhanced company productivity in the market and a focus on
customer satisfaction and thus, gaining a long-lasting competitive advantage. However, whenever the
word "technology" is used, the very first thought that comes to mind seem to be the machines and
other production-related equipment. Technology, however, encompasses is just a portion of what's
involved; overall, all we know about humans and how they do things. Technology concludes inventions,
processes, and a vast amount of organised knowledge ranging from biology to aero (Kontz et al, 1981).  
Perrow (1965) states  technology as a method or a group of methods used to intentionally change
material (whether it be made of human or non-human components, or both). Only when effectively
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coupled with other resources, such as human resources, can technologies result in or contribute to
enhanced productivity or improved performance (Dauda & Akingbade, 2011). Technology has an impact
on how goods and services are created and designed. The process of designing, developing, and
distributing goods and services is impacted by technology. The quality and cost of products are
impacted by technology.
If one takes a hard look at how technology and inventions are described, they become clear that
the subject of this research is technical innovation, and one is left with no choice but to continue
exploring it. However, it's essential to recognize that management's responsiveness to technological
advancements is a decisive in determining the efficacy of the performance of the company. If a
company does not adapt its methods and techniques of manufacturing, it may be pushed off from the
market. Old or primitive technology could not be as productive as recent discoveries. Low growth from
using out-of-date technology can result in a range of negative effects, such as limited quantities of
products with higher prices and less quality.
Organizations' strategists continually search the environment for technological breakthroughs
because technology has a strategic aspect that could have a substantial impact on their daily operations,
performance, and survival. Raw materials and production equipment will alter as an outcome of
technological advancements in this way. Such strategists are aware that evolving technology can
present chances for enhancing goal attainment or pose a threat to the firm's viability (Glueck and Jauch,
1972). Some companies have a tendency to minimize the effects of technological innovation; as a result,
these companies often experience low profitability and performance, or even go out of business.
Innovation in technology affects a product's or service's lifespan. Through technological
improvements, a product that is on the verge of becoming out of style can nonetheless be kept in use
for longer. On the other  hand, organizations must be aware on a new product's development that
might render closely related items outdated. Organizations must thus keep an eye on and assess the
technical environment to determine what each new technology development means for already-
available products. However, because certain economic sectors seem to be more technologically
unstable than the others, depending on the industry, technical innovation will have different effects.

The amount of technological innovation every company has over its rivals these days is its
competitive edge. The capacity of a business to offer goods and services more effectively and efficiently
than comparable rivals is referred to as competitiveness.
At the corporate level, a company's capacity to successfully compete in both the domestic and
global markets depends on the technical breakthroughs it makes, which help to advance technology,
market orientation, drive down costs, and enhance quality. Technological innovation has been more
relevant in recent years as a matter for discussion and policy (Adeoti et al., 2010). In fact, it is becoming
more and more clear that the engine of economic development is technical innovation in SMEs with
open retail outlets (Yeh and Chang, 2003). SMEs may enhance/create new goods, processes, or business

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 systems using technology advancements, which will help them fulfil consumer needs, stay competitive,
discover new markets, and expand.

Statement of the Problem

Regardless of the industry, businesses face fierce rivalry from rivals in the modern business world, yet
the capacity to stand out from the crowd among rivals gives a business an advantage. Without a
question, being technologically inventive is one of the surefire way for an organisation to do this. The
Grocery Retail Business in England in particular, however, finds it challenging to combine some of the
technological innovation aspects (such new products and manufacturing techniques) can impact
competitive advantage. It is vital to keep in mind that, if it works well, the food retail sector is one of the
major contributors to employment growth, a source of income, and the benchmark for sustainable
development. This study will investigate the impact of technology innovation on competitive advantage
for food retail outlets in UK as a result.

Aims and objectives of the research

This study's major objective is to determine how technological innovation affects Tesco's competitive
edge in the food retail sector. These goals will be accomplished specifically through the utilisation of this
study:
1. To establish the crucial connection between technological development and competitive advantage.
2. To determine how technology progress affects chains of food retail establishments.
3. To provide employment opportunities to the local areas where the store are built to reduce the
unemployment.

Research Question

1. Explain the crucial connection between technology innovation and a retail outlet's competitive edge
and its impact on organization?

Scope of the study

This study examines how technological innovation affects a firm's ability to compete, with a focus on
Tesco, a store that sells food (supermarket). As Tesco is the best grocery shop in England, it gets
highlighted. The main office are in Hertfordshire, Great Britain, and it employs 3,54,000 people globally.
Almost 5,000 of its stores are located all over the world. Tesco evaluates the strengths and weaknesses
of a possible rival and identifies opportunities and risks via using competitors studies, an external source

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of secondary research. Website monitoring, an internal type of market analysis, serves as the final
external study method cover for Tesco. The marketing goals of web application monitoring include
boosting sales by tailoring the best deals to specific customers, discovering more about consumer
expenditure and buying habits, and rising website views by using a wider range of keywords related to
client search queries, which will in turn boost brand recognition. Analysis of the website showed that
more vegetables, such as sprouts, potatoes, and butternut squash, were bought in the previous month.
Tesco will increase its product order to meet the higher demand while putting its best-selling produce
goods on sale to enhance sales and profit. Due to having a A greater understanding of clients'
expenditure and buying behaviors helped to achieve marketing objectives by raising total revenue
through the advertising of the right items. The most significant benefits of website tracking include
limiting security vulnerabilities and bugs which make the website susceptible to hacking, increasing sales
opportunities, providing an accurate, efficient, and legitimate portrayal of customer's purchase patterns,
and aiming to maintain the website immensely accessible and viewable at all times.

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 CHAPTER TWO
2.0 Review of Literature
The second chapter will be devoted to the project's literature evaluation, in which we will concentrate
on examining other works that are pertinent to our topic. Three primary categories will be the emphasis
of this chapter: The Conceptual Framework, the Theoretical Framework, and the Empirical Framework. 
Framing of concept
The international business climate is changing constantly to the point where drastic modifications are
necessary to prevent harm to the company's strategies. To be competitive in the industry, businesses
must adjust to the demand of both their inner as well as outer surroundings. In order to be competitive
in the industry, businesses must adjust to the demands of both their internal as well as external
surroundings.
Defining key terms:
Innovation
The term "innovation" derives from the Latin word "innovatio," which is derived from the verb
"innovare," which means to introduce something new. The term "innovation" can be defined by many
authors in different ways, but in terms of commerce, it can be defined as a process or action of
introducing a new product into the market or market place. "It is an idea, practice, or object that is
perceived as new by an individual or other unit of adoption" (Everett Rogers, an American sociologist). A
new (or considerably enhanced) product, method, technology advancement, or organisational strategy
must serve as the foundation for innovation. It covers new product development, method, marketing
innovation, organisational innovation, and advancement. It covers new product development, method,
marketing innovation, organisational innovation, and advancement.  (Gibbons et al. 1994; Yu et al.
2017). The following categories of innovation focus on either developing something entirely new or
enhancing already-existing goods or procedures. Innovation, according to Morck and Yeung (2001), is
the adoption of fresh concepts into operational procedures or the preliminary attempts to put a concept
into reality.
Joseph Schumpter, who was an economist, defined the first organised attempt to study the invention
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process in the first part of the twentieth century. These three stages he identifies are invention,
innovation, and dissemination. According to Schumpeter, invention refers to the initial iteration or
demonstration of a concept, innovation refers to the initial commercial use of a creation in the market,
and diffusion describes how a technique or process is spread using these strategies throughout the
market. Invention is a kind of alteration that introduces a fresh level of performance by  Peter Drucker.
Technology
First thought about the moment the term "technology" is used includes machines and other production
tools; nevertheless, technology refers to the entirety of knowledge or methods for carrying out tasks.
The term "technology," , is derived from two Greek terms, techne and logos. The term "techne" refers
to a talent, craft, art, or creativity, as well as the method, procedure, or means by which an entity or
thing is obtained. The word "logos" means the way by which internal thoughts can be expressed by
saying or expressing them. It can also be considered a study of anything that is internally present in the
mind. So, the word "technology" can be defined as an art by which inward thoughts and feelings are
expressed by some means. The technical process produces a collection of means, tools, gadgets,
techniques, processes, and systems. Technology influences the design, development, and distribution of
goods and services. Both product cost and quality are impacted by technology.

Relationship between technology and innovation

As we compared technology and innovation, we can say that "technological innovation" is an extended
version of "innovation," rather than a well defined concept with a broad meaning by itself. Despite this,
rather than focusing on the entire business model of the organization, it will only focus on the technical
aspects of a product or service. This is important to clarify first: technology could not drive innovation
alone.
The concept given by Schumpeter in the Theory of Economic Development (1934) is still applicable
when "new combinations" of production elements are used to create new goods and services, new
manufacturing procedures, marketing strategies, and new company structures are presented. The
literature often distinguishes between innovation and inventionFor instance, F. Malerba (1997) defines
invention as a novel idea, scientific breakthrough, or previously unexplored technology, or widely
disseminated, whereas innovation is a marketable application of an innovation as a result of its inclusion
into the economy or social practise. Innovation is therefore seen as the outcome of a process that
begins with the birth of a thought and proceeds through its materialization . The Oslo Manual (2005)
innovation can be defined as an activity that produces new or considerably enhanced items (products or
services), processes, marketing strategies, or corporate organisation, echoing Schumpeter's definition.
Nonetheless, it is known that There might be decades-long gaps between the occurrence of innovation
and invention, reflecting the differing requirements of having an idea and putting it into practise,
including the fact that certain conditions for diffusion may not be satisfied (the demand is still

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insufficient, resulting in production being impossible due to a lack of input or another complementary
factor of products that are not yet available). Furthermore, for the success of the innovation process, an
invention implementation may require additional inventions and innovations. "Most technologies are
complex and cumulative," writes K. Pavin (1987, p. 9). They are tailored specifically for businesses "at
the level where technology activity predominates." There are a lot of distinct social and economic
situations where inventions might occur, commercial activity often leads to innovations. A close
inspection of the summary of technology and innovation leaves no choice for anyone, but if they still
want to investigate what technical innovation is all about, but it is crucial to understand that the
management's receptivity to technological innovation plays a crucial part in the organization's success.
Companies that don't alter their manufacturing techniques and procedures risk being removed from the
market. Old or archaic technologies could not be as effective as recent advancements. Ineffective use of
old technology can result in a number of problems, including low-quality goods, expensive items, and
low unit quantities in manufacturing cycles.
One of the key prerequisites for a company's success in the economy and industry is its ability to
innovate successfully (Gerstenfield & Wortzel, 2007). The innovation process is critical to the health and
viability of any business; a corporation must innovate or perish (Tefler, 2002). The key factor driving
quality improvement is technological innovation. Numerous studies have found a link between a
company's technical growth and its performance. Companies that do not develop or have technology
innovation strategies in place will collapse rapidly. This study aligns with Polder et al., (2010), who argue
that product and process innovation only leads to enhanced productivity when combined with
organisational innovation; hence, the model below was developed. In the organisational setting,
technological innovation, according to Adam and Farber (2000), may be related to performance and
development via increases in effectiveness, output, calibre, positioning strategy, and market share,
among other things. They also found a connection between technological innovation and performance.
Technical innovation, according to Hill and Utterback (2009), is a major force for societal growth and
change, with productivity increases, employment creation, and an advantage in commerce, competitive
marketplaces, and improved quality of life (Dewar and Dutton, 1986). Some academics make a
distinction between non-technological innovations, which include marketing and organisational
advances, and technical innovations, which include processes and product types. Furthermore, there is
a direct correlation between employee effectiveness and technological advancement.
The researchers described technological innovation capacities as a multidimensional and complicated
construct in a variety of ways used asset strategy by christensen (1995). He used the asset strategy in
his  study classified scientific research assets, product inventive resources, procedure inventive assets,
and aesthetic design assets as parts of technological innovation capabilities.
The early 2000s saw retailers implement escalating technologies at combining physical and virtual
businesses to broaden the store atmosphere (i.e., the venue where the goods are bought or consumed)
and shopping environment (Pantano 2015). This is especially true for 'consumer-facing' technology,

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namely automated gadgets that the user confronts regularly while in the physical shop, such as
immersive displays, virtual product environs and personalization, digital signs, and so on. Among these
technologies, augmented reality applications are advancing quickly and are increasingly being deployed
in retail contexts (Javornik 2016; McCormick et al 2014)
The network infrastructure is the characteristic used to assess the technological capacity of available
choices. Tesco has implemented radio-frequency identification (RFID) technology to improve the in-
store customer experience (Chloe Rigby, 2016 "Scan & 21 Shop" software, often known as scan as you
shop, simplifies shopping for customers by enabling users to shop while tagging items; the programme
saves both time as well as labor (Alexander Wong, 2019). Tesco has launched a mobile wallet service
called "PayQwiq" (Kantar Retail IQ, 2016).
Consumers may now check out more easily and quickly owing to the self-checkout technology
(Samantha Khor, 2015). Tesco faced issues including subpar customer service, the horsemeat incident,
plus an accounting dispute, and technological advancements provided Tesco opportunities for growth in
order to win back consumer confidence.
Continuity of identity, in turn, ensures stability inside the bounds of the organisation in addition to its
outward image (Hannan and Freeman, 1984). As a result, if the firm's operational model is questioned,
so will internal and external perspectives on "who we (they) are," "what we (they) do," and "why we
(they) are successful" (Tripsas and Gavetti, 2000; Tripsas, 2009). From this vantage point, new market
entry is a deliberate internal decision, which leads to the destruction of organizational integrity in
abilities while also calling into question a firm's identity. Following that, businesses have two options:
either adapt their routines to evolving market context to better represent their strengths, so enhancing
the firm's uniqueness, or combine various iterations of their prior identity with fresh components from
the external context, thereby reinforcing the organization's identity. Replication is a popular approach
to promote regional development in the retail industry (Winter and Szulanski, 2001).
This tactic comprises duplicating operational guidelines, organisational frameworks, work flows, and
support systems in new areas. This particular technique sets apart businesses entering areas whose
contexts don't drastically alter; context includes, but isn't limited to, culture. When an organization's
identity is threatened by an intentional change in context, it might have disastrous effects on the firm's
ability to compete (Fiol, 1991). First, managers' behaviours and tactics are likely to vary during times of
identity shift and ambiguity, and internal and external factors may be let down by resulting in a lack of
understanding of "who we (they) are" and "what we (they) do" (Tripsas, 2009). To maintain their
organisational identity and obtain a competitive advantage, businesses frequently employ strategies.
Second, a breakdown of architectural coherence in capabilities may render obsolete traditional
understanding of "why we are successful"—how the use of skills results in organisational outcomes.
They can thus only serve as relevant cognitive frames for the interconnectedness of things.
According to the Oslo Manual (OECD and Eurostat, 2005), there are four categories of innovation:
organization, marketing, process, and product-related innovation. Two forms of technology—process

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technology and product technology—represent the main areas of concern for organisations. Product
technology is concerned with the creation of items, whereas process technology is focused on the
production and delivery of products to clients (Tate and Taylor, 1983).
Many investigations have taken place in the field of retail concerning shop attributes and customer
satisfaction levels, including product quality, product presentation, retail environment, and pricing of
items.

Role of Information Technology on Technological Innovation

in the Retail Industry
Information technology is extremely important in technological enhancement in the retail industry.
Information technology can be defined as a process of creating, implementing, and managing
information systems using computers. An information system based on computers is made up of
software and hardware. IT can input, process, output, send, and receive data and information in the
form of text, audio, video, images, tables, and charts, as well as preserve and regulate everything
electronically. The role of technology in retailing is to provide the following key information areas:-

 Product information – Booklet, availability of product, new launched product, demand and
supply, promotion etc.
 Customer information – Customer profile, activities, behavior, choice, distribution channels etc.
 Operations information – logistics, allocation of resources, procurement, , inventory,
warehousing,transporting,finance etc.
The retail industry was an early adopter of information technology (Pradhan 2009). According to Bishnoi
(2014), information technology plays a significant role in modern retailing. Because of its size, scope,
and less competitive nature, traditional retail was more manageable without IT, whereas modern retail

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layouts are more difficult to run without an adequate and trustworthy IT system. The term
"smartphone" refers to the ability to perform tasks on a Smartphone. IT has been used in many facilities
with the purpose of enhancing commercial processes such product identification, quick billing,
electronic invoices, and specialised logistical applications. The two most common information and
technology apps in the retail industry are POS (point-of-sale) and radio-frequency identification (RFID).
POS is now used in retail stores to automatically total bills for an easy payment process. RFID is used to
enable instant billing and track automatic inventory keeping in retail firms in developed countries
(Bishnoi,2014).
Collaboration between technology and company elements is essential for an organisation to achieve an
edge over its rivals. The dynamic interplay of a company with its surrounding environment aids in the
maintenance of its competitive advantage (Lewis, 2013). Strategic planning produces a blueprint that
serves as a guideline for achieving organisational goals. When things are in alignment, they work
together naturaly  and effectively to achieve a common goal.The organization is in complete disarray
because no action is being taken with strategic intent. Misalignment; when this occurs, there is minimal
interaction between organisational roles.
Because most functions are designed to achieve various purposes, alignment with these functions is
low. Mixed; in this stage of alignment, certain business departments share goals, but the majority of the
company is not aligned, which typically leads to coincidental strategic purpose (Elms & Low, 2013).
Initially, the Internet was considered as merely a mechanism for retailers to conduct pretty rudimentary
two-way contact with their consumers, but websites have progressed to the point that they can now be
used to: acquire and pay for stuff; advertise products and services; gather data from market research;
and track shipments [Basu & Muylle, 2003; Doherty & Ellis-Chadwick, 2009].
As a result, the Internet has provided retailers with a very efficient way to increase their target markets,
improve customer interactions, diversify their product offerings, increase cost effectiveness, strengthen
their connections with customers, and give personalised offers [Srinivasan et al, 2002]. Customers have
typically accepted these advances [Soopramanien & Robertson, 2007], and online retail sales have
expanded dramatically over the previous fifteen years and are anticipated to continue increasing in the
future [Ellis-Chadwick & Doherty, 2002; Ho et al, 2007].
Influence of Technological Innovation on Retail Industry
Studies on innovation concentrate on two key areas: marketing and technological innovation (Musso,
2010). Innovation in services, especially retail services, is a persistent issue that is exceedingly
challenging to describe and quantify (Tether, 2005). An advancement in marketing is one that benefits a
retailer (MI). The benefit of information and communication technology has altered and stimulated the
market environment by giving access to new tools that enhance the customer experience (Thiesse,
2009). A store can profit from using such technology in a variety of ways, including cost savings,
increased consumer happiness, the introduction of flexible work arrangements, and eventually
increases in market share and firm competitiveness (Gil et al., 2014).Technological innovation (TI) has

17
lately emerged with positive benefits, however there are certain difficulties that must be evaluated
(Renko & Druzijanic, 2014). Two lines of research—marketing innovation and technology innovation—
have been written on advancements in retailing, which is a young and fragmented field (Musso, 2010;
Djellal et al., 2013). The definition and classification of marketing innovation in retail have not received
much attention. According to Homburg et al. (2002), one of the most representative contributions, it
relates to the extent to which new ideas about commerce or services are accepted. Consumer needs
and behaviours have significantly altered as a result of technology innovation (Grewal et al., 2017). In
this digital era, the most recent studies on loyalty in retailing highlight the limitations of measuring
satisfaction as an end result and emphasise the necessity to measure each consumer touchpoint with
the store (for example, website) and incorporate technology in loyalty programmes (for example,
mobile wallets) (Kumar et al., 201.
With the given challenges, retailer strategy is critical for determining innovation in any aspect of what
variables directly and indirectly lead to happiness and loyalty Together with innovation, factors including
shop appearance, customer value, and brand equity are crucial in the loyalty process. Store image
relates to the impression of marketing efforts (e.g., merchandising, promotion, etc.), value is typically
linked with utilitarian and hedonic characteristics (e.g., pricing), and brand equity is the additional value
associated with the brand seen by customers (Sweeney and Soutar, 2001). (2000) Yoo et al.
As Expected, retailers are more interested in adopting new technologies than in developing them. They
are more concerned with sales activities, whilst modern technology ought to enhance the method of
providing services. As a result, retailing may be seen as a dynamic, service-oriented sector of the
economy. (Trigo,2013)
The retail business is regularly susceptible to a disruptive innovation process that offers a significant
number of innovative information systems capable of disrupting the old organisational process due to
the consecutive pace of creation of new systems and the vast quantity of research on advanced
technologies for supporting customers and merchants (Gunday et al., 2008; Pantano and Viassone,
2014).
In addition, the uniqueness of these technologies has an impact on customer and retailer awareness
and knowledge, with repercussions for the utilisation effectiveness that follows (Pantano & Viassone,
2014).
While the travel and hospitality sectors are best utilising current developments in 3D graphics,
communication technology (such as ubiquitous computing and new systems for improved connection
and data exchange), and geographical identification systems to market travel destinations
internationally and draw increasing numbers of tourists (Lin et al., 2013, Martinez-Grana et al., 2013,
Noguera et al., 2012).
To improve the customer experience and, ultimately, the store's image, retailers are constantly
encouraging customers to adopt emerging technologies (Pantano et al., 2016), to improve the consumer
experience and, ultimately, to raise the image of the store's customers (Yarrow, 2014). 

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Many studies are conducted in retail pertaining to store attributes and also to offer high levels of
customer satisfaction, including high quality products, product displays, a retail setting, and reasonable
costs. To attract more customers, some retailers use enhancements and technology to provide more
exciting offers and a more exciting shopping experience (Hristov and Reynolds, 2015). As a result, their
study affects a variety of industries, including the fashion industry.
The impact of ICT adoption on technological innovation.
ICT integration into organisations, according to the World Bank (2015), has already had an effect on the
financial performance of businesses in developing nations (Akinwale et al., 2017), where ICT positively
helps to firm growth and development. Adeosun et al. (2009) assert that the use of ICT in organisations
facilitates strategic management, cooperation, communication, information access, decision-making,
data management, and organisational learning. ICT has a significant influence on the type and use of
technology in enterprises. ICT promotes the dissemination of information and knowledge, promoting
social and economic transformation that promotes progress (Osborn, Amy, & Ullah, 2015). ICT may give
organisations strong tactical as well as strategic tools that, if implemented effectively, can significantly
improve and increase their competitiveness(Buhalis, 2003).
Governments and individuals from all over the globe support measures aimed at reducing the digital
divide and boosting ICT access in developing regions in order to close the digital divide (Osborn et al.,
2015). The 2030 Agenda for Sustainable Development acknowledges the growth of ICT and global
connectivity as elements that spur human resource development and, consequently, reduce the digital
divide (Kevin et al., 2017). (ITU, 2018).
Hengst and Sol (2001) assert that ICT helps businesses to lower costs while raising capacities, hence
influencing inter-organizational cooperation. Organizations can gain from ICT in areas including lower
transaction costs, information collecting and distribution, inventory control, and quality control,
according to Ramsey et al. (2003).
Previous research has also looked at the relationship among entrepreneurship and creative thinking
(Rosenbusch et al., 2011, Zhao, 2005) and discovered that entrepreneurial methods are significant in
attaining a competitive edge (Roaldsen & Borch, 2011). To the best of the authors' knowledge, there are
no studies that incorporate the effects of ICT and Information and communication technology
inventions on organisational performance, taking into account the part that corporate entrepreneurship
plays in this relationship, within the context of a holistic framework. Competitive advantage is obtained
as a result.
Competitive Advantage that is Long-Term
Sustainable development has become an issue of concern in the supermarket industry around the world
over the years. Customers' desire for a more ecologically friendly shopping experience is one reason
behind this. Sustainability has advanced significantly thanks to technology. For instance, Ubamarket
offers a clever and straightforward solution that gives users control over their buying experience.

19
Unsourced (Ubamarket) With a focus on sustainability, Ubamarket's technology assists merchants and
customers in upholding safety standards. The app has a "plastic warnings" function that enables users to
determine whether any product's packaging is recyclable by looking at it. Upon checkout, customers will
get their total sustainability score, allowing them to identify where adjustments may be made (Broome,
2020) .  A research that appeared in The Guardian claims that supermarkets in the UK are the source of
around one million tonnes of plastic garbage. Nonetheless, technological advancements provide
supermarkets access to a wealth of data that may be utilised to make precise projections of customer
demand and drastically minimise food waste (Drinkwater, 2019).
The acts performed to draw consumers, endure competitive market forces, and support and improve
the company's position in the market are all addressed in competitive strategy. The main objectives of
competitive strategy are to gain a strategic edge, build a following of devoted clients, and immorally
and legally humiliate the competition. (Philip Kotler, 2001)
Whereas Sainsbury's seeks to draw consumers from the middle class by providing middle-class value or
pricing, Tesco, the large supermarket, tries to draw customers from all classes or demographics. Tesco
puts more effort into lowering costs and luring clients, but Sainsbury concentrates on food, particularly
the calibre of nutrition that customers receive.
Tesco sells a broad variety of products and also buys in bulk and sells them inexpensively, but
Sainsbury's only buys big brand named products and sell their own brand products at the store. Tesco
possesses the superpower to have its supermarket in the most prominent place. It also has the greatest
acquisition, allowing Tesco to take about a 1/3 of the retailing industry, but Tesco lacks Sainsbury's
ability to buy property. Julian Finch of the Guardian
A company is said to have a competitive advantage if it follows its own competitive strategy, which is a
value-creating strategy, rather than watching the other competitor's strategy and implementing their
own. This will give us a competitive advantage and eliminate duplication from our competitors. 
Although most academics concur that core competences are the main source of a long-term
competitive advantage, there are additional long-term competitive edge sources (Grant, 2010). Lynch
(2009) highlighted core competences, which are technology and specialised knowledge that allow an
organisation to offer a particular value added to its clients.
Theoritical framework
The theory of diffusion of innovations will be used in this study, based on the work of Ifeanyi (2015).
E.M. Rogers created the Diffusion of Innovation (DOI) Theory in 1962, which is one of the oldest ideas
in social science. It was first used in communication to describe how an idea or product gathers steam
and gradually diffuses (or spreads) among a certain population or social system. People embrace a
new concept, style of conduct, or item as a component of a social system as a result of this
dissemination.
Adoption refers to a person doing something different than they did previously ( i.e.,bought or use a
new product, acquire and perform a new behavior, etc.).

20
 Adoption necessitates that the individual see the concept, style of conduct, or item as unique or
inventive. Diffusion takes place in this way.
Acceptance of a new concept, behaviour, or product (i.e., "innovation") does not happen all at once in
a social system; rather, it is a process in which certain individuals are more likely to embrace the
innovation than others.
Early adopters of innovations, according to researchers, vary from late adopters in a variety of ways. It is
crucial to comprehend the traits of a target audience while pushing an invention to that group since
they can help or impede the innovation's adoption. There are five categories of established adopters:
1.Innovator- Individuals who desire to be the first to attempt a new idea are referred to as
innovators.
2. Early Adopters - These are persons who are influential in their fields. They take leadership jobs
well and are receptive to new things.
3.Early Majority - Though they don't often take the lead, this group of individuals is the first to
accept new concepts. Yet, they often want confirmation that the invention works before they
are prepared to accept it.
4.Late Majority - These folks are averse to change and won't accept a new idea until the majority has
given it a try.
5. Laggards - These folks are extremely traditional and conservative. They are the hardest to alter and
influence because of their resistance to change. There are several ways to win over this audience,
including statistics, terror appeals, and peer pressure.
Knowledge of the need for an invention, choice to embrace (or reject) the innovation, initial use of the
innovation to test it, and ongoing use of the innovation are the phases by which a person adopts an
innovation and dissemination happens. There are five main elements that affect how innovations are
adopted, and each of these characteristics has a unique impact on each of the five kinds of adopters.
1. Relative Advantage - How much an invention is thought to be better than the concept, scheme,
or thing it replaces?
2. Compatibility: The extent to which an invention is compatible with the requirements, values, and
experiences of potential users.
3. Complexity: How challenging it is to comprehend and/or use the invention.
4. Triability: The degree to which an invention may be tried out or tested out before being decided
to embrace it.
5. Observability: The extent to which a new idea yields observable outcomes.
Empirical Framework
In this study, Mara J. Oltra and Marisa Flor explore the effect of external knowledge sources and
absorptive ability on a company's output innovation. We also look at the moderating role that
absorptive ability has in the relationship between technological possibilities and output innovation.
An empirical study was done on 91 ceramic tile businesses in Spain. To operationalize absorption

21
capacity,'systematic or continuous R&D' is utilised, whereas 'percentage of sales from new items' is used
to operationalize output innovation. Industry-specific and non-industry-specific technological prospects
are separated. Our results show how technical advancements in the sector and a methodical approach
to R&D have a favourable effect on output innovation.
Also, businesses that approach R&D methodically often generate more innovation than those that don't.
The purchase of embedded technology reduces the outcomes of this second group's innovation.
R.Evangelista explores (in a manufacturing-services comparative framework) the link between technical
and non-technological innovations and their influence on company performance using firm-level data
from the most recent round of the (Italian) Community Innovation Survey (CIS4). According to the
empirical data provided, taking into account the organisational aspect of innovation paints a far more
accurate image of the varied universe of innovation in both macro-sectors.
Four different innovation modes have been established based on how businesses mix technology and
non-technological ideas. These numerous forms of innovation have been demonstrated to have a
distinct influence on business performance, and they are prevalent and significant in both the service
and manufacturing industries. The simultaneous introduction of product, process, and organisational
innovations has been shown to give a clear competitive advantage to both manufacturing and service
organisations over non-innovating firms and firms with a restricted approach to innovation. The
relevance and economic effect of various innovation methods have also been found to vary significantly
across service and industrial organisations.
Yusuf, Oluseye, and Adedamola (2013) An econometric model is used to analyse how technological
innovation and R&D affect business performance in the Nigerian service industry. The curiosity of
policymakers has been attracted by this sector's rapid global growth. Figures from the 2008 Nigerian
innovation survey, which comprised 500 service sector organisations and had a 41% response rate,
served as the study's basis. The instrument was standardised through workshops held by the NEPAD
ASTII programme, which used the third version of the Oslo Manual as a reference. The results show that
technical advancement, education, and internal R&D all have a favourable influence on technological
innovation, but that support from the government and information that has been contained still have
little effect. Moreover, technical advancement and research and development have a positive effect on
business success. The previous study offers a chance to understand how technical advancement and
R&D affect the performance of service companies in emerging nations.
Intellectual capital (IC) is seen as a fundamental factor in the success of organisations in the knowledge
economy. Human capital (HC), structural capital (SC), and relational capital (RC) are three IC
components that are examined in this study to see how they affect technical innovation and business
success (RC).
Data were gathered from 1112 Chinese manufacturing listed companies during 2013 and 2017. PLS-SEM
results reveal that HC and SC have a beneficial effect on company productivity while RC has a
detrimental effect. SC has a favourable impact on technical advancement while HC has an adverse

22
influence, and technological innovation can increase the firm's performance. Also, the link between SC
and business performance is somewhat mediated by technical innovation. By examining how IC
components affect technical innovation and business performance in underdeveloped nations, this
study will close a research gap in this area.
Information and communication technology (ICT) is fueling modern employment development as
networking sites allow individuals to connect through innovation. Different ICT adoption and
implementation rates, however, might be related to moderating variables like entrepreneur
inventiveness, which enhances how technological innovation effects organisational performance. This
study examines the connection between technical innovation and business performance in Kenya while
taking into consideration the influence of entrepreneur innovativeness. A sample of 240 firms was
included in the investigation, as well as structural equation modelling. The findings of this study
contribute to our knowledge of the study variables' interdependence; yet, the study includes limitations
that offer up options for further research. The results show that technical innovation improves the
success of firms. The study suggests that entrepreneurs should use cutting-edge tactics to enhance
corporate success.
Government policy should prioritise enhancing ICT infrastructure, boosting SMEs' technical externalities,
and building ICT resource hubs to assist the performance of SME. The study's findings contribute to
current ideas and help to enhance management practises for both nations that are developing and
developed.

CHAPTER THREE
METHODOLOGY OF RESEARCH
Introduction
The third chapter is focused on the procedure, philosophy, and methodology of the research. This
chapter's objective is to explain the dissertation's chosen epistemological stance. This section starts off
with an assessment of the philosophical viewpoint before moving on to the methodological application.
Together with that, it focuses on the research's design and population sample. Finally, choose the best
research method for the genre of this investigation. This section illustrates data gathering and analysis
to increase the research's reliability and validity. It will tell about the sources of data, whether primary
or secondary, the instruments for data gathering methods, data analysis strategies, and this
methodology's constraints. In the meantime ,the topic of a research onion (Saunders Lewis and
Thornhill, 2012), which covers research methods, research strategies, time periods, approaches, and
processes, is covered. Additionally, ethical considerations are addressed in this section to maintain
participant anonymity and authenticity (Saunders, Lewis, and Thornhill,2012).
Research is an organized endeavor to learn new things or formats (Redman and Mory,1921). Others
may view and define research as a process of moving from the known to the unknown. We all have not

23
 so much patience to wait for the result; we have so much instinct to be curious, which is also important
to provide a deeper understanding of dig and gain and also of the unknown when it confronts us. In
simple terms, research can be defined as the "search for knowledge". According to Kothari in 2005, it is
a scientific and systematic study of particular data on a particular topic. When we find a doubt or a
problematic statement, we have a different kind of curiosity to solve it and find the result. For this, we
surf a lot of data and search for relevant information to solve our query, this is also known as research.
To conduct a study, research design is also important. The research design considered the relationship
between two dimensions, which include the structure of the plan and the strategy for an investigator's
strategy.
In light of this criteria, this study will employ a survey research methodology and use friends, clients,
and supervisors of Tesco Foods based in Southhall as a case study to ascertain the impact that
technology advancement had upon competitive advantage.
Research Design
Research design can be defined as a framework in which a researcher can selects methodologies, and
procedures to carry out the research. The prototype of research permits scientists to concentrate on
creating research methods that are suited for the subject and design successful studies. By creating a
research subject, the many types of research (experimental, survey, correlational, semi-experimental,
and review) are described (experimental design, research problem, descriptive case-study).
Research design can be defined by many scholars in different ways, as follows:
1. To control the availability of elements that influence the result, the most extensive method is called
research design (Burns & Grove, 2009).
2. A research design is a strategy that specifies where, when, and how information will be gathered and
examined (Parahoo, 2014).
3. The primary objective of the study design is to provide a response to the research hypotheses and study
objectives (Polit et al., 1991). 

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Saunders et al. and Miller contend that descriptive research offers a precise portrait of individuals,
occasions, or circumstances. This design offers researchers with a profile of the identified important
components of the phenomena of interest from a person, organisational, and industry-oriented
viewpoint.
Quantitative approach may gather information in less timeframe than descriptive study since the time
necessary can be predicted, but descriptive method can be completed over a relatively lengthy period of
time. However, due to the academic nature of research and the time constraints involved, most studies
choose quantitative approaches, as indicated by ( McCarthy and Muthuri,2016)
Popular Data Collection Method

MODELS OF COMMON DATA COLLECTION

Basis Pragmatism Positivism Realism Interpretivism
MODELS OF Positive case Surveys, experiments, Casestudies & Hermeneutical or
COMMON study designs, Measurement and , convergent dialectical,Small
DATA Quantitative quantitative, but can interviews, samples, in-depth
and use qualitative quantitative or Investigations,
COLLECTION
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 qualitative qualitative qualitative

Philosophy of research
The research was carried out using the positivist philosophy since it aids in learning specifically about
the various technology phenomena and how it effects the success components of the marketing
programs that are started by the firms. The understanding of how technology breakthroughs affect a
company's edge over others will be formed by observations of the effects they have on client purchasing
behaviour. Consequently, incorporating the positivist concept into the research would enhance the
study by evaluating the impact that technology has on marketing operations while influencing end
users' purchasing intentions.
Philosophy of Positivism
Marketing academics must grasp their research's conceptual underpinnings in detail (Lutz, 1989). The
research approach for this study is based on a positivist mindset since a survey questionnaire is used to
gather data. In philosophical terms, positivism contends that only knowledge of factuality derived from
sensory perception including measurement is a trustworthy perspective. In positivist research, the
responsibility of the scholar is limited to interpreting and acquiring information using an objective
approach, and the findings are often quantitative and recognisable. Overall, positivism depends on the
findings of measurable surveys that focus on statistical analysis (Collins, 2010).
Any trustworthy scientific theory should be founded on the positivist approach put forward by Popper
and others, which is the most practical philosophy of science, regardless of time or any other idea.
Furthermore, an excellent theory will depict mass events based on a few straightforward hypotheses
and will offer a distinct forecast that can be tested (Hawking, 2001). So, the basic tenet of the positivist
technique in marketing research is to create the principles of cause and effect that may explain and
foretell the current events in selling (Huberman and Miles, 2008).
Although the objectives of research in the human sciences and the social sciences differ, the
methodologies and procedures used in the human sciences are equal applicable to societal
phenomenon as epistemological monism (Popper, 1999). According to (Collis and Hussey, 2003), it is
also quite rational to conduct positivist research on human behaviour in the social sciences. As a result,
it enables for the collection of massive volumes of data while still providing a precise theoretical focus
(Easterby-Smith, Thrope and Jackson, 2008). Moreover, (Huberman and Miles, 2009) believe that the
positivist approach suggests that data should be obtained using an empirical numeric method in order
to measure an observable phenomena.
The positivist ideology was used to conduct the study in order to acquire a detailed understanding of
the many technological phenomena and how they affect the success elements of marketing initiatives
taken by firms. The understanding of how technology breakthroughs affect a company's competitive
edge will be driven by observations of the effects they have on client purchasing behaviour.
Consequently, incorporating the positivist concept into the research would enhance the study by

26
evaluating the impact that technology has on marketing operations while influencing end users'
purchasing intentions.
Pragmatism, realism, positivism, and interpretivism are examples of research philosophy. The tables
that follow each provide a quick overview of the distinctions between all research theories.
Research Approach
Deductive and Inductive
Before begin a research, one must first determine which method of research is most suited for the
project. Different research methodologies are based on various ideologies (Saunders et al, 2012).
Whereas deductive is connected to positivism, inductive is tied to interpretivism (Easterby-Smith,
Thorpe and Jackson, 2008). According to (Creswell, 2007), the "top-down" approach of going from
theory to hypothesis or from empirical research to evidence that support or refute theory is referred to
as the deductive method. A "bottom-up" approach that moves from the particular to the general is the
inductive technique. It refers to the process of having market researchers validate hypotheses via their
observations, which finally results in a wide generalisation and theory (Ritchie et al., 2013).
Nevertheless, (Creswell, 2007) contends that the primary distinction among deductive and inductive
procedures is the greater usage of deductive techniques for topics where there is a wealth of literature
to develop hypothesis and theoretical frameworks. On the other hand, the inductive can be more
helpful in producing, interpreting, and expressing the subjective supplied by the data if study objective
are still relatively fresh. As a result, the validity of the conclusions may be ensured as long as the
deductive argument's premise is correct. Nonetheless, the inductive argument appears to be inferior
than the deductive argument since it is more prone to produce incorrect conclusions. Because bottom-
up (inductive) research methods lack structure, they are less scientifically organised than top-down
(experimental) research methods top-down (inferential) (DeVault, 2017). Data points were derived from
several pertinent and trustworthy sources as part of the research's deductive methodology. The data on
the effect of technological advancement on the success elements of marketing practices will be
obtained using the deductive technique. In order to reduce the likelihood of bias in the research, the
deductive method must be mandated.
A deductive research approach was used in this research, where information was gathered from many
sources that were reliable and followed ethics. The deductive method will be used to gather information
on how technology advancement has affected the essential elements of success in Tesco's marketing
operations. Deductive research can be defined as a key to working in mathematics because clear logical
proofs are constructed, which is one of the unique features of mathematics. There are a lot of tools
available in the market that can provide the mathematical validation for the research, deductive proof is
widely recognised in the mathematics world as the main tool for proving mathematical statements and
establishing their universality (Hanna, 1990; Mariotti, 2006; Yackel & Hanna, 2003). Additionally, the
term "deductive reasoning" is frequently used interchangeably with "mathematical reasoning." As a

27
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consequence, using this approach in the research would reduce the likelihood of study mistakes.
Sampling of Population
Sampling can be defined as a method to pick a statistically significant group of individuals from a
population of interest. The population of interest in sampling is a group of individuals who are
interested in the topic of research and who participate out of their own self-interest. It is a vital tool for
research study. The sample size, which statistically represents the population of interest and is large
enough has been classified as an excellent sample since it has the capacity to respond to any study
topic.
In a research study, there are many ways to collect the sample size and represent the sample of the
interested group. The study's population provides a description of the project's target area(s). It is the
process of collecting all the main elements, subjects, or observations connected to a specific
phenomenon of the research endeavor as well as the population employed for their generic interest. As
a result, ,sampling consisted of friends, customers, and workers of Tesco Plc and Tesco Foods in
Southhall 1. The research will include 55 participants. The study's population provides information on
the research topic(s) that will be covered.
Technique of sampling
Convenience sampling is a sort of non - probabilistic or nonrandom sampling in which people of the
target population who are conveniently available and satisfy particular criteria, such as geographic
location, availability at a given time, or an interest in participating, are included in the research.
It can also refer to study subjects from the community who are conveniently accessible to the
researcher.
Convenience samples are typically called to as "accidental samples" since things may be picked for the
sample simply because they are geographically or administratively convenient to where the researcher
is gathering data. Convenience sampling, a non-probability sampling method that is least time- and
money-consuming and least costly due to the lack of a sampling frame, was chosen because it has the
tremendous benefit of letting the study sample to access the population (Doherty, 1994). Physical
surveys were used to distribute the study's questionnaires in South Hall at Tesco, where more shoppers
would be present.

Methods of data collection

28
 The data was acquired using a mixed technique, which means it came from both primary and secondary
sources. For informative and analytical reasons, data from a variety of sources were collected. Since the
main goal of this research is to figure out the connection between Tesco's technical advancement and
its competitive edge, the primary data was gathered using a questionnaire (Saunders et al., 2008), and
was collected directly by the researcher to the respondents. Primary data includes information and data
that were originally gained by individuals and investigated on the variable of interest to satisfy the goal
of the study. Secondary data is data that has already been acquired by a corporation, author, or
academic for the same situation. The questions will be posed with the assumption that the responses
would be meaningful enough here to test the requisite level of hypothesis. A questionnaire would be
used as the primary source of data gathering, and yet another method like gathering data from some
relevant journals, newspapers, and online materials will also be used in this research, meaning it is
completely based on mixed methods of data collection.

Research instrument
A semi-structured questionnaire will be utilised as the research instrument for this project. The items
were designed to elicit a reaction from participants. The 5-point scale is used in the questionnaire
format will be used to conduct this research That signifies that the reply must select an option of their
own,which are given below:
1. Fully agree (FA)
2. Agree (A)
3. Unsure (U)
4. Not agree (NA)
5. Fullydisagree (FD)

Pilot study
The researcher will consider 15 people for the prototype study of this research, who will include Tesco
acquaintances and customers.

Validity of the research instrument

29
Validity reflects how well the acquired data covers the actual topic of investigation (Ghauri and
Gronhaug, 2005). It essentially implies "measure what is meant to be measured" (Field,2005). The
validity of this study will be determined by the conclusion of all the facts that will determine how
effectively and efficiently the study questions can quantify the relationship between technical
innovation and Tesco plc's competitive edge & knowing all the facts will provide a real-world test and
make sure that this research is trustworthy.

Reliability of the research instrument

Repeat the same process is an additional reliability factor. A gauge or check, for example, is called
realible if measurements are repeated under constant conditions provide the same outcome (Moser
and Kalton, 1989). When the elements on a rating "hanging together" and evaluate the very same topic,
the scale is said to have great reliability for internal consistency (Huck, 2007, Robinson, 2009).
Hinton established four reliability cut-off points: high reliability (0.70-0.90), moderate reliability (0.50-
0.70), good reliability (0.90 and above), and low reliability (0.50 and below) (Hinton et al., 2004).
Realibility is important for research, but it is insufficient without validity as well. In other words, a test
must be both valid and trustworthy to be considered reliable (Wilson, 2010). The elements of validity
are contrasted in Table 2. The dependability of the research instrument was determined by the pilot
study results, which were used to appraise the content of the research question in order to determine
whether adjustments would be made.
Analysis of Data
Data analysis is the most complicated and perplexing part of a qualitative study, and it receives the least
attention in the literature. For the research purpose, material gathered and turned into data was
evaluated using a basic frequency and percentage table to determine respondents’. While the test of
the hypothesis uses regression and the Excel Statistical Package. For the purpose of study, all
information was gathered and converted into data and analysis for the perception of respondent. The
hypothesis was tested using regression method of data analysis in excel.

Ethics
This study is a scholarly endeavour that aims to ascertain the influence of tech innovation on
competitive edge within the UK food retail market. The questionnaire was therefore only used for
scholarly purposes.

CHAPTER FOUR
30
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
This chapter's main purpose was to provide and talk about the analysis of the information gathered from the
questionnaire survey. The data collected was analysed using frequency, percentage, and simple regression. As the
project is on mixed method approach ,I take example of a Nigeria firm and Ireland grocery store. These two firms
helps in my project so much.
The analysis's findings serve as the foundation for the inferences that can be made about the
study.
Number of surveys handed out 60
How many questionnaires were 57
retrieved?
Number of incomplete questionnaires 3

Table 4.1: Distributions of questionnaires.

Table 1 Research Question 1.
QUESTIONS& RESPONSES- FA A U NA FD
1. The adoption of point-of-sale machines has 41 9 4 3 0
simplified shopping. (71.93%) (15.79%) (7.02%) (5.26%) (0.00%)
2. Tesco Shop Card has enabled consumers 20 26 4 4 3
receive bonuses throughout the years, which (35.09%) (45.61%) (7.02%) (7.02%) (5.26%)
has increased sales of its products.
3. Tesco's scan pay GO app has contributed to 22 18 11 3 3
the company's increased competitiveness in (38.60%) (31.58%) (19.30%) (5.26%) (5.26%)
the Irish grocery retail business.
4. Tesco's web app has aided in the growth of 23 17 12 2 3
its goods sales. (40.35%) (29.82%) (21.05%) (3.51%) (5.26%)
5. Tesco's online app has made shopping easy 30 16 7 23 1
despite Covid 19 mobility limits. (53.57%) (28.57%) (12.50%) (57%) (1.79%)
6. The creation of an app has made it easier to 22 17 8 8 2
find a specific product. (38.60%) (29.82%) (14.04%) (14.04%) (3.51%)
7. Tesco uses cutting-edge technologies to 23 17 15 0 1
enhance the shopping experience for its (41.07%) (30.36%) (26.79%) (0.00%) (1.79%)
customers.
8. With the use of an online tool, shoppers 20 19 13 2 3
lists are readily coordinated. (35.09%) (33.33%) (22.81%) (3.51%) (5.26%)

31
 9. Tesco's usage of loyalty cards has boosted 19 16 10 7 3
the company's competitiveness. (34.55%) (29.09%) (18.18%) (12.73%) (5.45%)

Source : Researcher’s Field Survey, 2020

With reference to the aforementioned table, it can be concluded that, of the overall copies of
questionnaires issued, 60 copies, or 100%, were successfully collected and utilized in this study,
whereas 57 copies, or 95%, were not returned and were therefore not being used.
Presentation of Data
The information will be displayed in percentages and frequency tables to assist the study in
turning respondents' responses into data.
First research question: Explain the crucial connection between technology innovation and a
retail outlet's competitive edge ?
Table 4.2 Research question one: Explain the crucial connection between technology
innovation and a retail outlet's competitive edge ?
Source: Google Survey Form, 2023

The majority of respondents highly agree and agree that the use of Point of sale ( pos has made
shopping simple, according to the table above, which illustrates the important relationship between
technical advancement and the competitive edge of a food retail store. Furthermore, the majority of
respondents highly agree and agree that the Tesco Shop Card has assisted in offering consumers
bonuses throughout the years, resulting in increased sales of its items. Most of the respondents agree
or strongly agree that Tesco's usage of the Scan Pay Go app has improved its ability to compete in the
UK retail sector.
The majority of respondents—82% of respondents strongly agree and agree—do not exclude the Tesco
web app from this statement. Almost 68% highly agree and agree that Tesco should build an app to
make it simple to search for a certain product. The majority of respondents agreed that Tesco's use of
cutting-edge technology to enhance customers' shopping experiences is a good one. The majority of
respondents feel that the use of loyalty cards by its customers is influential and well accepted by its
customers.
Restatement of Hypothesis 1 and Test
H0: Innovation in technology and competitive advantage are not significantly
correlated.
H1: Innovation in technology and competitive advantage are significantly correlated.
Results of a regression analysis evaluating the link between competitive edge and technical
innovation.
SUMMARY OUTPUT

32
a) Regression Table 4.3

Analysis of Multiple R R2 Adjusted R Std_error Observations

2
Regression
1 0.40 0.16 0.15 1.01 56.00
a Predictor (Constant),  Tesco's usage of the Scan Pay Go app has helped it gain a competitive
advantage in the UK's retail sector (Q3)

(b) ANOVA Table 4.4

ANOVA TESTING
  df SS MS F Significance F
Regression 1 10.62 10.62 10.33 0.00220607
Residual 54 55.5 1.028
Total 55 66.13      
a)Predictors: (Constant), Tesco's usage of the Scan Pay Go app has boosted its
competitiveness in the Irish retail sector (Q3)
b) Dependent Variable: Customers can easily download the Tesco web app to
collaborate on a shopping list (Q8)

(c) Coefficients Table 4.5

Standard P- Lower Upper
  Coefficients Error t Stat value Lower 95% Upper 95% 95.0% 95.0%
Intercept 1.31 0.29 4.59 3E-05 0.74 1.89 0.74 1.89
1 0.39 0.12 3.21 0.002 0.15 0.63 0.15 0.63

a Dependent Variable: Customers can easily download the Tesco online app to collaborate on a
shopping list (Q8)
d) Model Summary Table 4.6
N Df Correlation Co-efficient Sig T-cal T-tab F-cal Remark

(R) (R2) level

Co-efficient Determine
60 55 0.40 0.16 0.000 4.59 3.21 10.33 Sig

Source: Google survey form,2023

33
 The equation Y = a + b x + e is sometimes written as (CA= a0 + a1TI + e)
where Y (CA) is the dependent variable (Competitive Advantage)

If a = intercept,

bx (a2TI) = Technological Innovation Partial Slope Coefficient

e = Stochastic error term representing other independent variables that are not included in the
model.

a) Interpretation of data
Therefore the obtained results reveal that R= 40%, R2 = 16%, which are high and moderate,

respectively, and t-calculated value is 4.59, which is more than t-tabulated of 3.21under 60 degrees of

freedom at 0.000 significant level less than the typically 0.05 threshold of significance. As a result, the

null hypothesis was rejected and the alternative accepted since there is a significant association

between technical innovation and competitive advantage at Tesco Retail Outlet.

b) Discussion on findings
According to the aforementioned conclusions, Tesco's competitive edge and technology
advancement are significantly related. As a result, effective technical innovation will alter or
influence enterprises' competitive advantage. A business that seeks to stay on the top of its game
and gain an edge over its rivals must, without a doubt, employ effective technical innovation, which
has been demonstrated to be a certain approach to increasing consumer satisfaction and matching
their requests. It is significant to note that Vera (2013), who holds the view that technical innovation
is one of the primary and essential components of growth strategies, concurs with the conclusions of
hypothesis 1 of this study. To examine the significance of technological innovation in new product
development, the article draws on empirical and theoretical research on innovation, management,
and technological capabilities. The report claims that technical innovation is a key element of
competitive edge in the development of new products. Extra functionality included employing
statistical analysis instruments for every piece of data and Pearson's analysis to verify the link among
technological innovation and the development of new products, for the Window 12.0 software
bundle in Excel 2021 and using t-test to verify the hypothesis.

34
 Cronbach's alpha for Vera's study was over 0.80, demonstrating that all of the survey's findings fell
within acceptable ranges for reliability. The survey results support the hypothesis that technological
innovation and business success in new product creation are correlated.
Research question 2: What impact does technology innovation have on the retail and
home service delivery of food?
QUESTIONS AND ANSWERS- Table 4.7

QUESTIONSAND ANSWERS FA A U NA FD

8.The usage of customer data has 17 20 9 7 3

contributed in better home service delivery. 30.36% 35.71% 16.07% 12.50% 5.36%
9.Tesco Customer Data has helped the 26 13 9 4 4
business maintain track of its devoted 46.43% 23.21% 16.07% 7.14% 7.14%
clients so that it can provide better service
to them.
10.Tesco's usage of consumer data has 22 22 5 5 2
aided the company in keeping track of 39.29% 39.29% 8.93% 8.93% 3.57%
potential clients.
11.Tesco's website's pricing display has 24 17 8 4 2
influenced users' product understanding. 43.64% 30.91% 14.55% 7.27% 3.64%
12.Tesco has produced clear, educated, and 25 24 4 3 0
proactive decisions that have led to the 42.86% 7.14% 5.36% 0.00% 44.64%
supply of personalised home services as a
result of the utilisation of customer data.
13.Tesco's website allows customers to 12 23 12 6 2
learn about a variety of products. 21.82% 41.82% 21.82% 10.91% 3.64%
14.Online displays have encouraged more 26 17 3 6 4
offline customers to visit stores. 46.43% 30.36% 5.36% 10.71% 7.14%
15.Tesco's website has impacted the 24 17 5 6 2
provision of home services. 44.44% 31.48% 9.26% 11.11% 3.70%
Source: Google Survey Form, 2023

According to the table above, which highlights the impact of technological innovation on retail service
delivery, 66% of respondents believe that the usage of Customer Data has supported improved Home
service delivery. Furthermore, the majority of respondents strongly agrees and believes that Tesco
Customer Data has assisted the company in keeping track of its loyal consumers and thus providing
them better. According to 79% of respondents, Tesco Customer information collection and use as
Data has helped the company maintain track of its potential consumers, causing them to become
loyal. A majority of the respondents highly agree and agree that Tesco's usage of the customer's
information has aided the business in keeping track of potential customers. 74% of those polled

35
 agreed that the usage of pricing displays on Tesco's website influenced Tesco's customers' product
knowledge. 90% of respondents agree, strongly agree, or somewhat agree that customers may learn
about Tesco's product offerings on the website. 64% of respondents agree and strongly agree that
online displays have encouraged more offline customers to visit stores. Finally, 76% of respondents
attested to the fact that Tesco's website has influenced the provision of home services.
18. On a scale of 1 to 4, how innovative do you think Tesco is compared to its rivals (for instance,
Dollar Store, Lidl, Aldi, and Supervalu)? 4 is the lowest and 1 is the highest.
Question NO. Percentage
In Rank (%)

On a scale of 1 to 4, how innovative do you think Tesco is compared to 1 20 (37.4%)

its rivals (for instance, Dollar Store, Lidl, Aldi, and Supervalu)? 2 18(33.3%)

3 8 (14%)
Remember that 1 is the greatest value and 4 is the lowest.
4 8 (14%)

Source: Researcher’s Field Survey, 2023

Tesco is undoubtedly a company to be taken seriously when it comes to technical innovation,

according to all available evidence. This is because the majority of those who participated in this poll
believe that Tesco outperforms its competitor in terms of technical innovation. Although not many
people disagree with Tesco's technological innovation, a greater proportion of them chose options 1
and 2 as shown in the table above. With this, one can state unequivocally that Technological
Innovations is one of the strategies Tesco use to become the largest food retail outlet in the UK,
providing them with a competitive edge and superior home service delivery.

Reiteration of Hypothesis Two

H0: Technology innovation has no discernible impact on service delivery at home.

H1: Technology advancement has a substantial impact on service delivery at home.

Results of Regression Study on Technological Innovation and Significant Impact on Home Service
Provision

Table 4.8 Model Overview

Model R R2 Adjusted R2 Std. Error of Estimate

1 0.232 0.054 0.036 1.166

36
 a) Predictors: (Constant) (Constant), Tesco's use of data analytics has improved the delivery of
home services (Q13).
Table 4.9 ANOVA(b)

ANOVA
  df SS MS F Significance F
Regression 1 4.165 4.165 3.065 0.08569709
Residual 54 73.39 1.359
a) a Predictors: (Constant) (Constant), Tesco's usage of data analytics has
improved the quality of their service (Q13).
b) Dependent Variable: It is suitable to pause by Tesco and request fresh
products because clients have a good notion of what they give via online product and
price displays. (Q16)
(a) Coefficients Table 4.10
Std_error t -Stat P-value Lower 95%
Coefficients
Intercept 1.579430227 4.30 0.844082 Std.
0.367 7E-05
6 37 Error
- .000
0.048748
1 0.335586673 0.192 1.751 0.086 31
 

c) a)Dependent Variable: b ) Variable: It is suitable to pause by Tesco and request fresh

products because clients have a good notion of what they give via online product and price displays.
(Q16)

Table 4.11 Model Overview

37
 N Df Correlation Co-efficient Sig t-cal t-tab F-cal Remark

(r) (R2) Level

Co-efficient Determine
54 55 0.232 0.054 0.000 9.8 1.2 3.065 Sign

Source: 2023 Researcher's Field Survey

Y = a + bx + e can also be written as (SD= a0 + a1TI + e) where y (SD) is the dependent variable
(Home Service Delivery)

a = the intercept

bx (a2TI) = Technological Innovation Partial Slope Coefficient

e = Stochastic error term representing other independent variables that are not included in
the model.

Interpretation of data
The results show that the R= 23.3%, R2 = 5.4%, and t-calculated value is 9.8 which is greater than t-
tabulated of 1.2 under 54 degrees of freedom at 0.000 significant level less than the generally 0.05 level
of significance. As a result, the null hypothesis was rejected and the alternative accepted because
technological innovation has a significant impact on service delivery.

Discussion of Findings
The aforementioned suggests that technological innovation significantly affects the way services are
delivered. This has the implication that management of a business like Tesco must constantly be
innovative in terms of advances in technology, as this is one surefire way that has been
demonstrated to have a positive effect on consumer and customer fulfillment in the delivery of
services. Because of this, it's imperative that everyone pitch in to make sure the technology is used
responsibly and supported. The results of Ifeanyi O's (2015) study, which looked at how technological
innovation affected the performance of Nigerian manufacturing firms, are also supported by the
findings of this study. The purpose of the study was to determine whether technological
advancement existed in some successful manufacturing companies in Nigeria and to what extent.

38
The sample size was taken using the Taro Yameni method from the study population, which
consisted of 8725 employees from ten manufacturing firms located in ten different subsectors of the
manufacturing sector at the Nigeria Stock Exchange. The primary data were produced using
structured questionnaires. T-statistics were used in the study's descriptive survey design to test
various hypotheses. The study's findings revealed that technological innovation has a significant
impact on performance, and while the majority of manufacturing firms are struggling, the results
from the few successful manufacturing firms used in the study attest to the importance of
technological innovation in their success. Thus, the study recommends that Nigerian manufacturing
companies give technological innovation more consideration, priorities staff development because it
is a crucial factor in facilitating technical innovation, and adopt an appropriate structure because an
appropriate structure offers a solid foundation for the business' operations and technology.

39
 CHAPTER FIVE

EXECUTIVE SUMMARY, DATA CONCLUSION AND FURTHUR

RECOMMENDATION

Executive Summary
This study found it appropriate to divide it into chapters in order to make each one accountable for a
certain conclusion, which serves as its primary goal, in order to clearly demonstrate the link that exists
between technical advancement and competitive edge in food retail outlets in Southhall, UK. In order to
accomplish this broad goal, particular goals were established, which called for the development of the
research question and research hypotheses, both of which were based from the problem definition.
Furthermore, in order to satisfy the general objective's interest, this research developed research
questions and goals; however, important to note are the creation and testing of 2 research hypothesis
tests.
The Chapter 3 i.e. methodological review, which also emphasizes the research design used, makes it
clear that a descriptive survey research design was chosen. Tesco employees, friends, and customers
made up the study population. Questionnaires were created and distributed to the participants, and the
feedback they provided was transformed into data using basic percent and frequency tables, and
regression analysis were used to evaluate the study hypotheses using EXCEL.
The study's conclusions, which are discussed in Chapter 4, support the claim that Tesco retail locations'
technological developments positively and significantly affect both competitive edge and the availability
of home services. Many connections exist amongst all of the factors looked at, including those relating
to technological advancement and competitive edge, as well as technical innovation and household
delivery service, which is particularly significant to note. Hence, H1A and H1B are assisted.
This information supports the contention that Tesco has improved over time in terms of consumer
acceptance and awareness when compared to its rivals, as demonstrated by the chapter 4 study. It is

40
 also important to note that the findings of this investigation echo those of Onodugo (2000), who views
technological innovations as the outcome of improvements in research and development and identifies
technology as the toolkits used in productive activities. It is a result of the well-known effects that
advancement has had on the growth of businesses and the expansion of their economies. According to
Abernathy and Utterback (2005), the goal of technical advancement is to ensure the continued
existence of the organisation and the business environment, which in turn aims to achieve a steady
increase in market share. Their opinion is supported by the study.
The results of this study also lend credence to the notion that a performance of the company in terms of
competitive edge and the provision of home services is significantly influenced by technological
advancement as a strategy. As a result, it should be developed, adopted, and implemented because this
study demonstrates that Tesco's business strategy, which set it apart from its competitors, had it as a
key component.

Conclusion of this research

Based on the results of Chapter 4, it is safe to say that technology is here  and that companies that want to
succeed should embrace it. This is due to the fact that businesses will be able to manage their market,
production, and technology strategies if they possess a thorough understanding of the specifics of the
technological developments that will be created, adopted, and put into action, which will ultimately give
them a competitive edge and improve service delivery. Other conclusions include the following:
technical advancement and competitive edge are significantly correlated, and technological
advancement has a major impact on the provision of home services.

Recommendation
Real investment plans for technological innovations must be considered as It has been established that
there is a meaningful correlation between technical advancements and competitive edge at Tesco, a
Retailing Outlet. The majority of respondents agreed or strongly agreed that the Over time,  Shop Card
of Tesco  has aided in rewarding customers with bonuses, going to lead to more product sales, and that
Tesco's Scan Pay Go app has a beneficial effect on customers.
As per the findings from Chapter 4, there is a direct link between technological advancement and the
provision of delivery options. As a result, companies like Tesco that aim to provide better home services
than their rivals must take care not to assume that technological innovation will always develop without
interruption, since doing so would have a major adverse effect on the firm's ability to supply quality
services.

Suggestions for further Research

The results of this investigation were used by Tesco, a company in the sector of food and beverages, and
they might not be applicable to some other businesses. As a result, it is suggested that other
41
researchers broaden their scope. Tesco Retail Outlet is a food and beverage company, so it may not be
applicable to certain other businesses.

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48
THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF TESCO, A FOOD REATAILER. P150338

Certificate of Ethical Approval

Applicant: Arshpreet Singh
Project Title: THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS
ON THE COMPETITIVE EDGE OF TESCO, A FOOD
REATAILER.

This is to certify that the above named applicant has completed the Coventry University Ethical
Approval process and their project has been confirmed and approved as Medium Risk

Date of approval: 12 Mar 2023

Project Reference Number: P150338

49
Arshpreet Singh (M184LON) Page 1 12 Mar 2023

P150338

Appendix B

Research Questionnaire

Instruction:

Please read the following statements carefully and Tick appropriately to show the

degree of your agreement on the scale of 5 to 1 where, Fully Agree (FA), Agree (A),

Unsure(U), Not Agree (NA), Fully Disagree (FD).

Research question one: Explain the crucial connection between technology innovation and a retail
outlet's competitive edge ?

1 2 3 4 5
FA A U N FD
A
1 1. The adoption of point-of-sale machines has simplified
shopping.
2 2. Tesco Shop Card has enabled consumers receive bonuses
throughout the years, which has increased sales of its
products.
3 3. Tesco's scan pay GO app has contributed to the company's
increased competitiveness in the Irish grocery retail business.
4 4. Tesco's web app has aided in the growth of its goods sales.

5 5. Tesco's online app has made shopping easy despite Covid

19 mobility limits.
6 6. The creation of an app has made it easier to find a specific

50
 product.
7 7. Tesco uses cutting-edge technologies to enhance the
shopping experience for its customers.
8 8. With the use of an online tool, shoppers lists are readily
coordinated.

9 9. Tesco's usage of loyalty cards has boosted the company's

competitiveness.

51
THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF TESCO, A FOOD REATAILER. P150338

Research question two: What impact does technology innovation have on the retail and
home service delivery of food?

1 2 3 4 5
FA A U N FD
A
10 8.The usage of customer data has contributed in better home
service delivery.
12 9.Tesco Customer Data has helped the business maintain track
of its devoted clients so that it can provide better service to
them.
14 10.Tesco's usage of consumer data has aided the company in
keeping track of potential clients.

16 11.Tesco's website's pricing display has influenced users'

product understanding.

12.Tesco has produced clear, educated, and proactive

18 decisions that have led to the supply of personalised home
services as a result of the utilisation of customer data.

Arshpreet Singh (M184LON) Page 1 21 Mar 2023

THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF TESCO, A FOOD REATAILER. P150338

Project title

THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF

TESCO, A FOOD REATAILER.

Comments

Comment Posted
N/A Arshpreet Singh
12/03/2023 02:50

Arshpreet Singh (M184LON) Page 2 21 Mar 2023

THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF TESCO, A FOOD REATAILER. P150338

Medium Risk Research Ethics Approval

Project title

THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF

TESCO, A FOOD REATAILER.

Record of Approval

Principal Investigator's Declaration

I request an ethics peer reviewI confirm that I have answered all relevant questions in X
this application honestly
I confirm that I will carry out the project in the ways described in this application. I will X
immediately suspend research and request an amendment or submit a new application if the
project subsequently changes from the information I have given in this application.

I confirm that I, and all members of my research team (if any), have read and agree to abide by X
the code of research ethics issued by the relevant national learned society.
I confirm that I, and all members of my research team (if any), have read and agree to abide by X
the University’s Research Ethics Policies and Processes.
I understand that I cannot begin my research until this application has been approved and I can X
download my ethics certificate.

Name: Arshpreet Singh (M184LON)

Date: 12/03/2023

Student's Supervisor (if applicable)

I have read this checklist and confirm that it covers all the ethical issues raised by this project fully and
frankly.I also confirm that these issues have been discussed with the student and will continue to be
reviewed in the course of supervision.

Name: Md Al Amin

Date: 12/03/2023

Reviewer (if applicable)

Date of approval by anonymous reviewer: -

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THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF TESCO, A FOOD REATAILER. P150338

Medium Risk Research Ethics Approval Checklist

Project Information

Project Ref P150338

Full name Arshpreet Singh
Faculty Coventry University London (CULC)
Department London Campus
Supervisor Md Al Amin
Module Code M184LON
EFAAF Number
Project title THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE
COMPETITIVE EDGE OF TESCO, A FOOD REATAILER.
Date(s) 15 Feb 2023 - 15 Jun 2023
Created 12/03/2023 01:19

Project Summary

It would be say without any wonder that previous scholars have carried out research on the subject matter:
Technological innovations and its influence on competitive edge but little or nothing had been on the
subject matter. As a result, this study sees a need to conduct research on the topic utilizing Tesco, a food
retailing outlet with aim to achieving the entire goal. Other more detailed objectives, followed by research
questions and hypotheses, were developed with the intention of accomplishing this overarching goal.
Tesco evaluate the strengths and weakness of a possible rival and identifies opportunities and risks via
using competitors studies, an external source of secondary research. Websites monitoring , an internal
type of market analysis, serves as the final external study method cover for Tesco. The marketing goals of
website monitoring are to boost sales by tailoring the best deals to specific customers, get more
knowledge of consumer spending and buying habits, and boost websites views by using a wider range of
keywords associated with customer searches, which will in turn boost brand awareness
.

Names of Co-Investigators and their Coventry University London Campus

organisational affiliation(place of
study/employer)
Is this project externally funded? No

Are you required to use a Professional Code of No

Ethical Practice appropriate to your discipline?
Have you read the Code? No

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Project Details

What are the aims and objectives of the The foremost and the primary aim of this study is to
project? determine and find out the impact of technology
innovation on Tesco's competitive advantage as a
food retail outlet specifically , this study will be to
achieve the following objectives; 1. To ascertain the
important link between technical advancement and
competitive advantage. 2. To figure out the effect of
technological innovation on chains of food retail
outlets.

Explain your research design and outline the
principal method(s) you will use
Research design is the process of conducting a
research it is consider with the relationship between
the two constructs of the research topic. it is the
method or strategy of investigation grab idea to
obtain answers to research and to control variances.
This study will be adopting survey research method
using friends, customers and line manage of Tesco
retailing outlets in the U.K. Secondary and primary
research uses existing published data. for examples
journals, public library, competitive research,
newspaper, government data, websites data,
previous campaign result, previous research result,
Database information and customer generated data
etc.

Are you proposing to use a validated scale or published research method/tool? No

Data Analysis

Does the research seek to understand, identify, analyse and/or report on No

data/information on terrorism/terrorism policies?
Does your research seek to understand, identify, analyse and/or report on information for other No
activities considered illegal in the UK and/or in the country you are researching in?

Are you analysing Secondary Data? Yes

Is this data publicly available? No

Could an individual be identified from the data? e.g. identifiable datasets where the data has No
not been anonymised or there is risk of re-identifying an individual
Are you dealing with Primary Data involving people? Yes
Are you dealing with personal data? No
Are you dealing with special category data (formerly known as sensitive data)? No
Is the project solely desk based secondary research? No

Will the data collection, recruitment materials or any other project documents be in any No
language other than English?
Are there any other ethical issues or risks of harm raised by the study that have not been No
covered by previous questions?

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DBS (Disclosure & Barring Service)

Question
Yes No
Does the study require DBS (Disclosure & Barring Service) checks? X
1
Provide details of the level of check, serial
number, date obtained and expiry date (if
applicable)

External Ethics Review

Question
Yes No
X
1 Will this project be submitted for ethical review to an external
organisation?
Name of external organisation
Are you submitting to IRAS?
2
Has this project previously been reviewed by an external organisation?
3
Confidentiality, security and retention of research data

Question
Yes No
1 What research data are you storing and in what Customer's protection of trust about the financial
format? services institutions ( online survey).
X
2 Are there any reasons why you cannot guarantee the full security and
confidentiality of any personal or confidential data collected for the project?

Explain why this may happen/Explain why this

is the case
X
3 Is there a significant possibility that any of your participants, and
associated persons, could be directly or indirectly identified in the
outputs or findings from this project?
Explain why this may happen/Explain why this
is the case
X
4 Is there a significant possibility that a specific organisation or agency or
participants could have confidential information identified, as a result of the
way you write up the results of the project?
Explain why this may happen/Explain why this
is the case
X
5 Will any members of the research team retain any personal or
confidential data at the end of the project, other than in fully
anonymised form?
Explain why this may happen/Explain why this
is the case
X
6 Will any member of the research team intend to make use of any
confidential information, knowledge, trade secrets obtained for any other
purpose than the research project?
Explain why this may happen/Explain why this
is the case
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X
7 Have you taken necessary precautions for secure data management, in
accordance with data protection and CU Policy
8 Specify location (physical and electronic) Coventry University One Drive ( password
where data will be stored protection)
Will you be responsible for destroying the data after project completion? X
9
Who will be responsible for this? N/A

Explain how any identifiable and N/A

anonymous data will be destroyed
securely
Planned disposal date 15 Jun 2023

Participant Information and Informed Consent

Question
Yes No
X
1 Will all the participants be fully informed why the project is being
conducted and what their participation will involve, prior to data
collection?
Explain why participants will not be fully
informed of the project prior to data
collection.
X
2 Will every participant be asked to give written consent to participating in the
project, before it begins?
Explain how you will obtain consent from
your participants. If you are not obtaining
written consent, explain how you will record
consent
X
3 Will all participants be fully informed about what information and responses
will be collected and recorded, and what will happen to this material during
and after the project?
Explain why participants will not be fully
informed of the project prior to data
collection.
4 If you are creating audio/visual recordings, Data will be collected through online survey. No
how will you obtain explicit consent? recording involved.

X
5 Will all participants understand that they have the right not to take part at any
time, and/or withdraw themselves and their data from the project if they wish?

Explain why participants are not able to

withdraw from the project
X
6 Will all participants understand that there will be no reasons required or
repercussions if they withdraw and/or request to remove their data from the
project?
Explain why this is case and what
repercussions (if any) are there
Does the project involve deceiving, or covert observation of, participants X
7 ?

Explain details on the deception/covert

observation activity
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Will you debrief all participants at the earliest possible opportunity?

Risk of harm, potential harm and disclosure of harm

Question
Yes No
X
1a Is there any significant risk that the project may lead to physical harm to
participants?
X
1 Is there any significant risk that the project may lead to physical harm to the
b researcher(s)?
If you have answered Yes, outline the risk(s) N/A
and explain how you will take steps to reduce
or address the risk(s). If you have answered
No, explain why you believe this is the case

X
2a Is there any significant risk that the project may lead to psychological or
emotional distress to participants?
If you have answered Yes, outline the risk(s) N/A
and explain how you will take steps to reduce
or address the risk(s). If you have answered
No, explain why you believe this is the case

X
2 Is there any significant risk that the project may lead to psychological or
b emotional distress to the researcher(s)
If you have answered Yes, outline the risk(s) N/A
and explain how you will take steps to reduce
or address the risk(s). If you have answered
No, explain why you believe this is the case

X
3 Is there any risk that the project may lead or result in harm to the reputation of
the University Group, its researchers or the organisations involved in the
project?
If you have answered Yes, explain outline the N/A
risk(s) and how you will take steps to reduce or
address the risk(s). If you have answered No,
explain how there is no risk involved.

X
4 Is there a risk that the project will lead participants to disclose evidence of
previous criminal offences, or their intention to commit criminal offences?

If you have answered Yes, please outline the N/A

risk(s) and explain how you will take steps to
reduce or address the risk(s) and what
additional mitigations will be put in place e.g.
disclosure protocols. If you have answered No,
explain why there is no risk of disclosures

X
5 Is there a risk that the project will lead participants to disclose evidence that
children or vulnerable adults are being harmed, or at risk of harm?

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THE INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVE EDGE OF TESCO, A FOOD REATAILER. P150338

If you have answered Yes, please outline the N/A

risk(s) and explain how you will take steps to
reduce or address the risk(s) and what
additional mitigations will be put in place e.g.
disclosure protocols. If you have answered No,
explain why there is no risk of disclosures

X
6 Is there a risk that the project will lead participants to disclose evidence of
serious risk of other types of harm?
If you have answered Yes, please outline the risk(s) and explain how you X
will take steps to reduce or address the risk(s). If you have answered No,
explain why you believe this is the case

Payments/Incentives to Participants

Question
Yes No
X
1 Do you intend to offer participants incentives, payments or reward for taking
part in your project?
Provide details on the incentive you will be
offering to participants e.g. type, value, how
you will provide it to participants
2 Is there any possibility that such incentives will cause participants to
consent to risks that they might not otherwise find acceptable?
Explain why and what risks are involved

3 Is there any possibility that the prospect of the incentive will influence the
data provided by participants in any way?
Explain why and how

4 Will you inform participants that accepting the incentive does not affect their
right to withdraw from the project within the time frame stated on the consent
form?

Capacity to give valid consent

Question
Yes No
Do you propose to intentionally recruit any participants who are:
1
a) children or young people under 18 years of age? X
What previous experience or training do you
have of working with this participant group?

b) adults who have learning difficulties, mental health conditions, brain X

injury, advanced dementia, or degenerative neurological disorders ?

What previous experience or training do you

have of working with this participant group?

c) adults who are physically disabled and cannot provide written X

and/or verbal consent
What previous experience or training do you
have of working with this participant group?

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d) adults who are living in residential care, social care, nursing X

homes, reablement centres, hospitals or hospices?
What previous experience or training do you
have of working with this participant group?

e) adults who are in prison, remanded on bail or in custody? X

What previous experience or training do you
have of working with this participant group?

If you have answered YES to any of the

questions above, please explain overcome any
challenges to gaining valid consent

X
2 Do you propose to recruit any participants with possible communication
difficulties, including difficulties arising from limited use or knowledge of the
English language?
Explain how you will overcome any
challenges to gaining valid consent
X
3 Do you propose to recruit participants who may not be able to fully
understand the nature of the project, the potential risks or who cannot provide
consent?
Provide details on how you will overcome any
challenges relating to participants
understanding of the project and risks and/or
gaining valid consent

Recruiting Participants

Question
Yes No
1 Who are the participants and how many Consumers of financial services ( includes both
participants are you intending to recruit? students and jobholders)
N/A
a Provide details on any inclusion or exclusion
criteria of your participants and your rationale
for this
2 How are participants being recruited? The link of the online survey will be shared
Provide details on all methods of through email and other social media platforms,
recruitment you intend to use and any requesting people to take the survey. if they are
approvals required (e.g. gatekeeper access) happy to take it.

Do you know the participants and/or foresee any conflict of interest? X

3
Explain how this conflict of interest will be
addressed/managed

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 Digital Research

Question
Yes No
Will any part of your project involve collecting data online? X
1
Explain what data you will be collecting The survey link will be shared by email and/ or
and where it will be collected from through social media.
X
a Will the data you are collecting require additional consent e.g. social media
platformer provider, website administrator/gatekeeper?
Explain how you will obtain
permission/consent to collect this
information
Will you be collecting data using an online questionnaire/ survey tool X
2 e.g. Online Surveys, and/or using an online videoconferencing
software.g. Microsoft Teams, Zoom?

Provide details of which software will be used, Jisce online survey( formerly BOS)
and how you will ensure appropriate data
security
X
3 Is there a possibility that the project will encourage children under 18 to access
inappropriate websites, or correspond with people who pose risk of harm?

Provide details and what mitigations will be

put in place
X
4 Will the project incur any other risks that arise specifically from the use of
electronic media?
Explain what risks and how they will be
mitigated.

Interaction(s) with human participants

Question
Yes No
Primary
X
1 Does the project involve methods requiring interaction (face-to-face or online)
with human participants via questionnaires, focus groups, interviews,
psychological tests, photography/videography etc.?
Please outline the methods of interaction you Online questionnaire survey to understand their
will have with the participants perception of trust in financial institutions.
X
2 Is there the possibility of physical or psychological harm to the
researcher(s) or the participants?

11
 Please explain the possible harm and
action taken to reduce/remove the risk
X
3 Are any specific exclusions needed to prevent possible harm to
participants (e.g. excluding people with known mental health
problems)?
Please explain exclusions needed and how
these will be carried out
X
4 Are any of the questionnaires or other tests being used in the research
diagnostic for specific clinical conditions?
Please outline and explain how you will
take steps to reduce or address associated
risks

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12