Essay On Changes In Selling Process Through Digital Transformation And Innovation In Tesco.

Research Rationale

Topic: Identification of changes in the field of the selling process through digital transformation and innovation in the Tesco Company

Background of this Study 

Companies can employ contemporary information technology to improve their existing product range as well as generate new ones, lowering their coordination and communication expenses dramatically (Wengler et al., 2021). Most business-to-business companies have initiated digital transformation projects to increase their competitiveness, according to Tabrizi et al. (2019). Business model innovation and digital transformation have fundamentally altered consumer behaviour and expectations, disrupting several markets and putting enormous pressure on traditional businesses (Verhoef et al., 2021). This study is based on the discovery of changes in the selling process as a result of digital transformation and innovation at the Tesco Company, a retail giant with several subsidiaries across the world (Mattila et al, 2021). The current study looked at how different techniques are utilized to identify changes in the selling process through digital transformation and innovation in order to attract and keep customers. Business management is a concept that describes the planning, managing, framing, and well-execution of a business in order to keep it productive, innovative, and different, as well as to keep the business product acceptable to its customers. It is a process and system that is integrated and cooperative, and it incorporates business informational assistance. The concept of business management also encompasses the integration and application of people and material resources in order to successfully complete a business endeavour (Soto-Setzke, 2021).

The following study was carried out to determine the effects of digital transformation on the selling process. This study collected data on the effects of digital transformation and innovation on retail enterprises' selling processes. The focus of this study was on the overall effects that a retail firm named TESCO, a large retailer in the United Kingdom, had experienced. Following the completion of this study, more research and studies in this sector will be conducted to gain a better understanding of the good and negative effects of implementing change as a result of digital revolutions in the retail industry. Understanding these factors can be extremely important in preparing organizations for future digital transformations, as digital transformation is quickly becoming a contentious topic. The discussion emphasised on the dynamic of the selling process within retail enterprises. It also entailed getting answers to queries about the various sorts and scales of changes brought about by digital transformation in the selling and innovation processes. The focus next shifted to determining the positive and negative effects of digital transformation on a company's selling and innovation processes.

Research Aim

The entire research was backed up by a variety of various pieces of literature offered by scholars in the field of the study's issue. Despite the fact that literature pieces providing insights into these transformations are readily available and reliable, they do not provide in-depth study and justification of the events that occurred as a result of these alterations. There is currently no evidence-based format for giving adequate information and understanding on this topic among the literature sources found. This is why it is critical for organizations, researchers, and philanthropists in this sector to overcome the literature gap. This can also help the researchers conducting the study get experience with proper research consumption in a complex situation.

The primary goal of this study was to identify changes in the selling process as a result of digital transformation and innovation.

The research's goals are as follows:

1. Identifying the broader developments that TESCO has encountered during the last five years.
2. Highlight the dynamics of the digital transformation in the sales of the company in the last five years.
3. To emphasize the benefits of changes in a company's selling process.
4. To emphasize the drawbacks of changes in a company's selling process.

1. What improvements has TESCO made in the field of digital transformation to increase sales engagement in the previous 5 years?
2. What are the changes that TESCO has made in the realm of sales innovation during the previous 5 years?
3. What are the benefits and drawbacks of the recent modifications in the selling process?
4. What changes have been made in the TESCO Company’s selling process as a result of innovation and digital transformation? 

Changes in selling process through digital transformation

The launch of the World Wide Web, as well as an expanding number of supporting technologies that have enhanced ecommerce development, are key external drivers that drive the demand for digital transformation (Verhoef et al., 2021). Because of these new digital technologies, competition is altering rapidly. For example, in retail, technology has altered the rivalry environment, moving sales to relatively young digital enterprises. According to a Statista research from 2019, global ecommerce sales were $2.3 trillion in 2017, with revenues from e-retail expected to reach $4.88 trillion by 2021. Despite the assumption that the phenomenon must have been fully studied from a theoretical and practical standpoint, digital transformation is still regarded a relatively young study subject (Singh et al., 2019; Vial, 2019; Bharadwaj et al., 2013; Ross, 2019). Marketing and sales, according to Wengler et al. (2021), are interested in a managed, i.e. controlled and influence able, transformative process that can only take place within a company. This does not ignore the company's ecosystem (Bronfenbrenner, 1979; AarikkaStenroos & Ritala, 2017), which must be acknowledged for its interdependencies; nonetheless, the ecosystem should be viewed as a strategic framework rather than a manageable unit. Furthermore, the terms "process" and "cause substantial changes" do not sufficiently reflect the scale, scope, or consequence of digital transformation.

 According to Vial, SARS COV 2 has damaged every business in terms of their operations all over the world since its emergence and continued spread in 2021. Because the virus is difficult to manage, the global economy has seen some levels of economic crisis, which has slowed the growth of the retail industry by reducing the mobility of offline consumers. Organizations have studied how they can use new and advanced technology to create new ways to increase income and establish business models through various innovations before embarking on the digital transformation (Wessel et al., 2021). These companies have seen a significant impact not only on the offered services, but also on the workflow of an organization, as new digital tools and technology have emerged. Organizations have benefited from the digital transformation in terms of building a connected relationship with customers, which has been aided by the use of technologies. The digital transformation has aided the organizations not only in terms of data intelligence, innovations, and new value propositions, but also in terms of cost reduction, maximizing efficiencies, and modernizing procedures.

Research Objectives

Before becoming digital, the organization evaluated the management of the training module as well as the client experience (Guenzi & Habel, 2020). The organization has benefited from the digital transformation in terms of customer retention and satisfaction by delivering products and services that are tailored to the demands of customers. In terms of running a retail business, big data analytics, location-based services, and numerous mobile apps have aided the organization in undergoing a considerable shift in the digital age. However, the company has faced various hurdles along the way to digital transformation, which have originally damaged the business's sales process.

The broader trend faced by the retail industry in the last five years

Consumers' changing lives and the economic downturn have prompted associate and independent shops to rethink their structure as a basket of attributes, which includes additional services to better meet customer needs (Sansone & Colamatteo, 2017). In this sense, retail innovation is centred on the concept of relational proximity, whose main strength is the entrepreneur's capacity to maintain a direct relationship with their customers while also being able to detect and analyse market developments, resulting in a long-term competitive advantage. Understanding the reasons why commercial enterprises innovate, which are generally summarized in three main categories (Environmental factors, demand factors, and supply factors) (Cardinali, 2009), is important for both scholars and managers; it is also important to understand how these factors influence the emergence of new distribution formulas and how much innovation is perceived by the consumer.

Over the last five years, the retail industry has seen a huge transition, and it is expected to continue to evolve at a faster pace (Kotarba, 2018). The main reason for the transition of the retail industry is thought to be due to considerable advancements in the digital world, as well as adaptability to the newer shift in the retail industry, which is the demographics attitude and customer preferences. In the last five years, a corporation has gone through a number of significant developments. The majority of the modifications have been determined to be beneficial to the company, but some have also been shown to be detrimental. Our views point to a shift in pace and the closure of the linear business cycle in order to regain territory, the city, its local market, and its symbols, as well as a liquid business soaked in Omni channel formats producing an incipient circular movement (De-Juan-Vigaray, & Segu, 2019). According to Tekic and Koroteev (2018), the Retail Industry has seen many trends in the market over the last five years as a result of the advent of new and advanced technologies that have contributed to changes in how consumers connect with their favourite brands. Here are a few of the trends that have managed to reshape the retail industry's operations in the last five years. The first and most significant change that has affected the retail industry over the last five years is automation. The second is in the optimization field. The third is in the sphere of operational efficiency. The fourth area of focus is digital transformation. Last but not least, there is a trend in the field of list reliance on human labour.

Research Questions

Consumers can co-create value by inventing and personalizing items, doing last-mile distribution, and assisting other customers by sharing product reviews using digital technologies (Beckers et al., 2018; Grönroos & Voima, 2013). Apps and new AI-based technologies, such as Amazon's Echo and Google Home, are also becoming increasingly popular among customers. These new digital tools are expected to alter customer behaviour substantially (Hoffman & Novak, 2017, Verhoef et al., 2017), and as a result, their use could quickly become the new norm, defying old business conventions. Outside and inside the organization, digital technologies enable the establishment of new business models and revolutionize the customer experience (Zaki, 2019). The incumbents are well aware that they must strategically transform in order to develop new networks and value chains. Given that we live in a digital age, it is unsurprising that the digital transformation has an effect on product and service sales. Everything has been digitized in this period, and numerous businesses have benefited. One of the key benefits achieved by sales in terms of product sales as a result of digital transformation is that the customer experience is improved.

Another significant benefit is the usage of AI, which has the power of learning from previous sales and guiding merchants toward optimum offers and competitive pricing (Priyono et al., 2020). Additionally, AI enables the salesman to quickly fill the pipeline, increasing the company's revenues. AI also enables a business to discover fresh leads inside its database, allowing it to reach out to new consumers and, presumably, improve revenue. According to Indriastuti and Fuad (2020), another key benefit that has been brought onto numerous firms in terms of growing sales is by utilizing Cloud Storage. Cloud storage can help a company's sales staff become more successful and nimble by storing their data in the cloud. When data is saved on the cloud, it promotes work freedom, interoperability, and sales team collaboration. When a company's sales team performs well, the chances of the company's sales increasing are great. This enables a company to make higher-margin sales in the market, hence increasing revenue and profit rises.

Another important benefit of digital transformation, according to Agrawal and Narain (2018), is the ability to increase firm sales using sales automation systems. This is yet another significant achievement made possible by digital transformation. This enables them to schedule and automate follow-up emails for leads and prospects over time. This has a significant impact on a company's ability to sell its products and generate more income. Apart from all of these variables, one important factor of digital transformation has created a significant difference in the company's revenues. This is a result of advancements in transportation technology, which has enabled the corporation to ship its product to every location on the planet. As a result, the company's market share increases. According to Foerster-Metz et al. (2018), social media is another important aspect of digital transformation because a corporation can now promote their product to the widest possible audience simply by posting on social media. As a consequence of digital transformation, marketing has improved, and as a result of the beneficial impact of digital transformation, the company's sales have increased.

Literature Review

According to Nelson et al. (2019), in addition to the numerous benefits that are linked with various company sales, there are also numerous negative consequences. This can involve concerns about data security, crime, terrorism, complexity, and privacy, among other things. With the increased use of digital technology, a great amount of data, including private information about both the business and the individuals, may be easily acquired and kept (Schallmo et al., 2020). Taking this into account, various studies have concluded that retail businesses must continually communicate information about themselves, their businesses, and their products. They also have the task of ensuring that the data of their consumers is kept protected from fraudsters or hackers. If outsiders gain access to an organization's sensitive information, it can be exploited to disrupt commercial operations and create customer distrust.

Pantano and Gandini (2018) claim that the Internet is a fertile ground for "malevolent forces" to operate because of its massive scope, anonymity, and purposeful character enjoyed by users. Fraud sites impersonating well-known companies or claiming to be affiliated with them are examples of these forces. These types of scams are becoming more widespread these days, where customers trust web sites because they believe they are part of a well-known company and end up being duped. People become hesitant to spend money on online businesses as a result of this, resulting in lower sales for retailers.

Other important concerns posed by digital transformation on corporate performance and sales aggregately, in addition to all other problems posed by prospective disadvantages described above. According to Kotarba (2018), creating a well-developed "digital transformation plan" is critical for enterprises to push their business revenues and performance in line with current market trends. A plan that is misguided and lacks clarity can cause disruptions in the operations of a firm as a whole, leading productivity to suffer. The adoption of digital transformation by employees, as well as its influence on organizational structure and culture, poses a significant barrier within enterprises. Threats to job security as a result of changes can have a substantial negative impact on staff morale and productivity (Gil-Gomez et al., 2020). Reduced productivity has a direct impact on an organization's sales rates, as it is dependent on its staff just as much as it is dependent on its customers.

According to Agrawal and Narain (2018), the company, which is a retail-based company, has developed a new product that is related to healthy living while comprehending the changes in technology and innovation owing to the change in digitalization. Due to the recent global epidemic, which is seriously impacting people's health, the company decided to launch the product. Thus, the company created products that encompassed daily necessities such as meals, soaps, sanitizers, and clinical masks, all of which were aimed at improving people's health. Along with the digital revolution, the company released new products. Because the company's products were primarily focused on solving the health concerns of the poor, the products were revolutionary in that they included numerous additional substances in each product to influence consumers. As a result, the products were relatively inexpensive and accessible for purchase, as the manufacturing costs were lower as a result of newer technologies and manufacturing machinery. The company's sales have increased as a result of the company's new health-related items. Thus, the company has made various measures to increase sales through the digitalization process while understanding the selling process of the company's new products, which are health related products. With the advancement of firm technology and machines, the company has been able to boost production quality and quantity, allowing it to fulfil the wide range of client requests.

Changes in Selling Process through Digital Transformation

According to Nelson et al. (2019), as a result of the various changes in the firm's selling process as a result of digitalization, the company has classified products based on their features in order to provide the best services to customers. The company's newly developed internet site, which represents significant improvements in the selling process, as well as digital transformation and innovation. People's mind-sets are changing as a result of technological advancements, as people are becoming increasingly concerned about their health, prompting numerous businesses to offer their services online. The internet services on the items provide various benefits to the consumer, such as avoiding crowds, which reduces the possibilities of becoming infected by the virus, as seen in the last epidemic. Many individuals are completely reliant on the internet services supplied by businesses to meet their everyday needs, therefore digitization and innovation have played a significant role in today's life. Most organizations have altered their selling procedure from B to B to B to C as a result of technological advancements and innovations. As a result of digitization, the company's attitude has shifted, and it now focuses on providing services directly to consumers, allowing it to cut costs. As a result, the company's productivity grew while operating costs decreased due to the shift in technology.

According to Indriastuti and Fuad (2020), the company has been providing its items through the company's online official website in order to provide good and immediate services. This is the most significant change that businesses have implemented as a result of technological change brought on by digitalization or digital transformation. The corporation has built official websites in order to offer the recently announced health-related goods. The corporation is concerned about enhancing organizational productivity, which will be aided by digitization and a shift in the selling process, which will be primarily given to consumers as an online service. With the passage of time, there has been a significant shift in technology and equipment, making it easier to solve problems and complete jobs. As a result, the company's key modifications in the selling process have primarily been converted to online services in order to minimize losses from selling its products to other companies. Changes in technology have mostly influenced firm production by allowing it to increase quantity and quality in a shorter length of time, resulting in increased output. As a result of the huge changes brought about by new technologies, certain selling processes were shifted to online services, which helped the corporation by allowing it to boost organizational productivity while lowering production costs.

The Broader Trend faced by the Retail Industry in the Last Five Years

This chapter covers the research methods to be used in this study, including research philosophy, sampling, data collection methods, data analysis methods, ethical considerations and its limitations.

A researcher's research philosophy is a guiding tool that aids them in deciding on the approach to use in a study (Mason, 2018). The study used Saunders et al. (2009) interpretivism philosophical methodologies to analyse the link between the study parameters. According to Mason (2018), the Interpretivism research approach combines human interests while attempting to interpret a specific studied topic. The interpretivism approach directed the researcher to employ qualitative data collecting and analysis methods because they are the most appropriate for this type of study. Given the small number of employees at the organization, as Saunders and colleagues (2019) points out, a smaller sample size can produce more accurate results. According to Saunders et al., questionnaires give the researcher the chance to follow up with respondents and collect extra information if necessary, because it is often difficult to identify research participants or follow up with them in order to gain additional information (2014).

This construct, according to Kerlinger (1978), is a blueprint as well as a framework that outlines the relationship between the study variables as well as the methods to be followed during the research process. The current study used a descriptive cross-sectional survey research design because the data is qualitative. Given the study's goal of examining the impact of changes in the field of the selling process through digital transformation and innovation, this design seemed the most suited.

This dissertation's sample was chosen using a stratified random sampling technique, which is detailed in the dissertation. Stratification is meant to minimize the standard error of a distribution by allowing for some control over variance, according to Kombo and Tromp (2006), who defined a sampling frame as a thorough list of all sampling units from which a sample might be picked. A representative sample, according to Mugenda (2008), is one that represents at least 10% to 70% of the population under study. 

The structured questionnaires used to collect data for this study are the data collection instruments. They are especially well-suited for descriptive research because they are straightforward to use and need less expertise. According to Bethlehem (2009), structured surveys are made up of uniform questions with defined schemes, each with a certain exact wording and order, as well as standardised answers. In order to acquire categorical data that would aid in the formation of conclusions, the researcher created a structured questionnaire in accordance with the study variables and research objectives.

The categorical data collection technique utilized in the study yielded qualitative data, which was then analysed using spreadsheets. The researcher presents the data by tallying up replies, computing the median and mode, and explaining and interpreting the data in accordance with the study objectives and assumptions, among other things, in order to communicate research findings. The qualitative research approach, according to Busetto et al. (2020), is aimed at answering specific research problems that a quantitative research method would be unable to fully answer using other methodologies. A Likert scale is the most acceptable choice in this case because the data is categorical. Measures of central tendency are unnecessary in this study because they make no sense; instead, measures like the median and mode are more appropriate, and their results are presented in bar charts.

According to David and Resnik (2020), research ethics is defined as the rules of conduct that distinguish between acceptable and unethical research behaviour. The respondents' confidentiality is protected throughout the procedure because the material to be shared in the questionnaires is highly sensitive. According to the researcher, the information acquired would only be utilized for study purposes. Respondents are not needed to disclose their names in the surveys in order to protect anonymity, and they are notified that their data will only be stored in the university's database, and they are requested to sign a consent form to that effect. Respondents are guaranteed that their information will be handled with care, which motivates them to offer comprehensive and correct information. Easterby-Smith et al. (2012) highlight the procedures that should be done to ensure that participants are not harmed, are aware of the research objectives, and that their confidentiality and privacy are maintained. Assuring anonymity, selecting a neutral setting, and seeking permission to record any follow-up questions are among these steps.

Only qualitative research techniques, which are only available when qualitative research techniques are applied, can make sense of and handle qualitative data. In order to get a deeper knowledge of a phenomenon, a qualitative exploratory research design analyses who, how, and what it is (Saunders, 2012). However, there are some drawbacks to using a qualitative research design, including the fact that it is not statistically representative, that it takes a long time to develop questionnaires or interview guides, that it is labour intensive to administer questionnaires or conduct interviews, that qualitative research results are unreliable, and that it is nearly impossible to investigate causality. The most major disadvantage of a qualitative research method, according to Atieno (2009), is that its findings cannot be extrapolated to a larger population with the same degree of assurance, but a quantitative approach can. This restriction stems from the fact that the study outcomes were not examined to see if they were statistically significant or if they were just a fluke.

The categorical data acquired using structured questionnaires that were connected to the study objectives and the literature studied were presented in this chapter. Twenty people responded to the survey, and the information gained was qualitative. The survey's results are reported in the section below. The following study objectives were set to guide data analysis and conclusion-making:

• Identifying the broader developments that TESCO has encountered during the last five years.
• To emphasize the benefits of changes in a company's selling process.

What is your age?

Specifically, the respondents were asked to provide their age for validation purposes since young people or older ones could provide information that is not relevant to the study. The response rate to the question are depicted in the table below.

Figure 1

 

The figure above represents all the participants’ data which is a full representation of the questionnaire responses. As illustrated, there are no outliers and all the information has been captured fully hence the data is relevant for use by the researcher to make inferences based on the study objectives and answer the questions raised in the study. The results indicate that most of the respondents ages range from 24 to 50 years. This makes them very relevant in the study in terms of the information they provide regarding Tesco. This can be attributed to their age group which more productive and has dynamic needs that can be met through innovation and digital transformation.  

What is your Gender?

Specifically, the respondents were asked to provide their age for validation purposes. The responses to the question are depicted in the table below.

Table 1

Row Labels	Count of Question 2
female	13
male	10
Grand Total	23

The table above represents all the participants’ data which is a full representation of the questionnaire responses. As illustrated, the data is relevant for use by the researcher to make inferences based on the study objectives and answer the questions raised in the study. The results indicate that 13 respondents were female while the male respondents were 10.

How often do you shop online?

Specifically, the respondents were asked to indicate how often they shopped online. The responses to the question are depicted in the table below.

Table 2

Row Labels	Count of Question 3
neutral	4
not often	1
often	8
very often	10
Grand Total	23

As illustrated in the table above, 4 respondents chose to remain neutral on how often they shopped online. One respond indicated that they did not shop online often. On the contrary, 8 respondents indicated that they shopped online often while 10 shopped very often through digital platforms. This implies that most people have begun embracing digital shopping or other online shopping since it offers convenience, reliability, and it is time saving.

Do you shop at Tesco?

Specifically, the respondents were asked to indicate whether they shop at Tesco. The responses to the question are depicted in the table below. 

Table 3

Row Labels	Count of Question 4
neutral	4
no	3
yes	16
Grand Total	23

As illustrated in the table above, 4 respondents chose to remain neutral on whether they shopped at Tesco. Three respondents reported that they do not shop at Tesco. On the contrary, 14 participants indicated that they did shop at Tesco. This is a very good representation of the population studied hence the results are relevant to answering the research question on the changes innovation and digital transformation has introduced in the selling process at Tesco.

How much do you appreciate shopping at Tesco?

Specifically, the respondents were asked to indicate how much they appreciated shopping at Tesco. The responses to the question are depicted in the table below.

Table 4

Row Labels	Count of Question 5
neutral	4
not much	4
very much	15
Grand Total	23

As illustrated in the table above, 4 respondents chose to remain neutral on how much they appreciated shopping at Tesco. Four respondents reported that they did not appreciate shopping at Tesco very much. However, 15 respondents indicated that they appreciated shopping at Tesco very much. This is a good gesture and it implies that innovation and digital transformation at the company has transformed how many customers perceive online shopping hence the sales turnover and profits are bound to take an upward trajectory in the foreseeable future.  

How important do you think innovation and digital transformation are in the selling process?

Specifically, the respondents were asked to indicate how important they thought innovation and digital transformation were in the selling process. The responses to the question are depicted in the table below.

Table 5

Row Labels	Count of Question 6
important	5
neutral	4
not important	3
very important	11
Grand Total	23

As illustrated in the table above, 4 respondents chose to remain neutral on how important innovation and digital transformation were in the selling process. Three respondents reported that those aspects were not important in the selling process. However, 5 respondents said that it was important while 11 indicated that it was very important in the selling process of the company.

Have you noticed any changes at Tesco in the selling process through digital transformation and innovation in the last 5 years?

Specifically, the respondents were asked to indicate whether they had noticed any changes at the company in the selling process through digital transformation and innovation in the last five years. The responses to the question are depicted in the table below.

Table 6

Row Labels	Count of question 7
neutral	2
no	6
yes	15
Grand Total	23

As illustrated in the table above, two respondents chose to remain neutral regarding any changes in Tesco due to digital transformation. Six respondents indicated that they did not notice any change that was brought by digital transformation and innovation in the company. However, 15 respondents indicated that they had noticed changes at the company in the selling process through digital transformation and innovation in the last five years. That number is a good representation of the studied population and thus these changes in terms of innovation and digital transformation were impacting the company positively. The researcher recommends that the company continues implementing these changes since they will improve its profitability owing to the technological adoption rate that is being witnessed in the entire globe.

To carry out this research project, a group of TESCO personnel has been chosen to whom the questionnaires will be distributed. The persons who would take part in the survey were chosen using the sampling procedure. This procedure has aided in the reduction of prejudice toward others. After performing the research, it was discovered that TESCO's implementation of the digital process in their selling process assisted them in gaining a significant customer base.

From the earliest phase of sampling data sources to the final phase of data interpretation, the data gathering process includes a complete classification of a step-by-step technique. The demographic was chosen in accordance with the requirements of answering the study questions and attaining the research's goals and objectives. Through the use of random sampling and equal opportunities to express their personal perspectives on the subject, this research process was able to successfully prevent any biases. The poll was performed with 23 participants, including TESCO managers and staff. It asked detailed questions on the stages they went through as the company's selling procedures underwent adjustments as a result of digitalisation. This piece of research acquired potential information from their experiences, expertise, and comprehension of the processes they went through during this shift. Individuals and professionals may benefit from this material by learning more about the process that an organization must go through and the pitfalls to avoid throughout such transitions.

With the advent of digitization, the TESCO Company has shifted its focus to providing services directly to consumers, allowing the company to lower its operating costs. As a result, it has resulted in a shift in offering online services to customers, which has enhanced TESCO's productivity while lowering its operational costs as a result of the technological shift. The TESCO Company has been providing its products through the company's online web site in order to provide good and quick service. This is the most significant adjustment that businesses have made as a result of technological change brought on by digitalization or digital transformation. When all of these findings and interpretations are taken into account, the research's reliability and success may be called into doubt. It's because people believe that supporting the company for which they work is customary. Also, rather of highlighting the negative consequences of any problems, they tend to focus on the positive outcomes. However, given the researchers' function, it would be inappropriate for them to cause discomfort to the participants by asking leading questions or acting in a judgmental manner. It may also result in a breach of the ethical conduct of the research. As a result, the research is ultimately based on the interpretation and detailed analysis of the acquired data.

Conclusion and Recommendations

The primary goal of this study was to discover changes in the selling process as a result of digital transformation and innovation. Also, to understand the resources and expenses required for the Tesco workplace transformation to be implemented. Conversations, emails, meetings, and reports were among the methods of communication used. The corporation is constantly working to improve its operations. Internal evaluations are designed by leaders in order to revise business strategies. When a manager improves the production time in order to increase planning, the production time is measured. Various types of resources were used during the study process in order to focus on the desired objectives. Different types of financial and human resources have been used in this context to manage the entire research within a set time frame. If there had been no limit on capital resources, the data gathering, the depended sources, and the conclusion would have been more accurate during the research process. As a result, some restrictions have emerged during the data collection process, resulting in project limitations such as cost, time constraints, quality constraints, and finally, resource constraints. It's crucial to understand how the company interacts with suppliers, employees, and customers. To develop a successful partnership, the company leader acquires and distributes information with many stakeholders. Because of the inherent risk, funding is required, as well as the purchase of competitor performance. Various types of thoughts were employed by the researcher to generate data during the study. The researcher employed various creative techniques that a corporation might use to come up with solutions to complex problems.

Tesco should devise an effective method for determining the type of communication with all stakeholders in order to boost sales. The researcher's task was to determine which of their feelings are valuable. The project on understanding the dynamics of the selling process was completed effectively and on schedule, but there were a few flaws during the research process that the researcher needs to fix, and they are as follows:

The researchers must ensure that all project stakeholders have a thorough awareness of the project's requirements, which means that the researcher must have sufficient knowledge and comprehension of the project before conducting research on it. If the client and researcher teams have differing estimates for the project's criteria, the researcher is bound to fall into difficulty. The second suggestion is that the researcher have a team that is particularly responsive during the risk period, which is during the project, in case the worst case scenario occurs. It is preferable to have a team that can plan ahead of time how to respond to a risk. The third suggestion is that the researcher create a proper work plan before beginning the project so that he or she is prepared for any shortcomings that may arise throughout the project's execution. Future scholars should explore the changes to the selling process of other companies and their benefits derived from implementation of innovation strategies.

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