To Study The Role of Information Technology Towards Strategic Organizational Change and Development in Mobile Phone Industry: A Case of Vodafone

Running Head: Information Technology
To Study the Role of Information Technology towards Strategic Organizational Change and
Development in Mobile Phone Industry: A case of Vodafone
by
[Your official name]
[Degree Title], [university], 20XX
Thesis Submitted in Partial Fulfilment

of the Requirements for the Degree of
[Name of program]
[Name of University]
[Last month of quarter you plan to graduate] 20XX
Information Technology
ACKNOWLEDGEMENT
I would take this opportunity to thank my research supervisor, family and friends for their
support and guidance without which this research would not have been possible.
DECLARATION
I [type your full first names and surname here], declare that the contents of this
dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not
previously been submitted for academic examination towards any qualification. Furthermore, it
represents my own opinions and not necessarily those of the University.
Signed __________________
Date _________________
ABSTRACT
The purpose of this research was to identify the part of information technology in response to the
strategic organizational change and expansion in the industry of mobile phone. Vodafone is the
company that is chosen for the purpose of research. Primary and secondary information is
utilized for gathering related data and information. It has been observed that the organizations are
likely to execute a novel technological transformation so that they can continue for a long run in
the market and the technological development in the industry has brought innovative chances for
the companies to attain competitive benefits in the marketplace. Quantitative and qualitative
methods were used for the research and data gathering was done through conducting interviews
and distributing questionnaires. Regression analysis is used as the statistical technique to check
the relationship among the variables. A positive relationship was found among the strategic
organizational development change and the information technology. The positive relationship
among the variables identified that Vodafone should do constant modification in their business in
order to attain competitive benefits in the marketplace.
Table of Contents
ACKNOWLEDGEMENT...............................................................................................................ii
DECLARATION............................................................................................................................iii
ABSTRACT...................................................................................................................................iv
List of Tables..................................................................................................................................ix
List of Figures..................................................................................................................................x
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1.
Introduction...................................................................................................................1
1.2.
Research Background....................................................................................................1
1.3.
Rationale of the Research..............................................................................................3
1.4.
Problem Statement........................................................................................................3
1.5.
Research Aim and Objectives........................................................................................4
1.6.
Research Questions.......................................................................................................4
1.7.
Importance of the Study................................................................................................5
1.8.
Scope of the Research...................................................................................................5
1.9.
Outline of the Research.................................................................................................6
1.10.
Chapter Summary......................................................................................................7
CHAPTER 02: LITERATURE REVIEW.......................................................................................9

2.1.
Introduction...................................................................................................................9
2.2.
The Introduction and Importance of Organizational Change........................................9
2.3.
The Process of Organizational Development and Change..........................................12
2.4.
The Importance of Information Technology...............................................................14
2.5.
Advantages and Disadvantages of Information Technology.......................................16
2.6.
Challenges for Information Technology......................................................................18
2.7.
Impact of Information Technology on Performance of a Company............................20
2.8.
The Impact Of Strategy And Strategic Organizational Change On A Companys
Performance............................................................................................................................22
2.9.
Factors Affecting Strategic Organizational Change and Development.......................24
2.10.
Relationship between I T and Strategic Organizational Change & Development...25
2.11.
Hypothesis of the Study...........................................................................................26
2.12.
Research Framework...............................................................................................27
2.12.1.
Measurement of Variables................................................................................27
2.12.1.1. Independent Variables..................................................................................27

2.12.1.2. Dependent Variables.....................................................................................27
2.13.
Chapter Summary....................................................................................................27
CHAPTER 03: METHODOLOGY...............................................................................................29

3.1.
Introduction.................................................................................................................29
3.2.
Research Philosophy...................................................................................................29
3.3.
Research Approach and Design...................................................................................30
3.4.
Research Strategy........................................................................................................31
3.5.
Sampling Design and Data..........................................................................................31
3.6.
Data Description & Sample Size.................................................................................32
3.7.
Data Analysis...............................................................................................................33
3.8.
Ethical considerations of the Study.............................................................................33
3.9.
Chapter Summary........................................................................................................35
CHAPTER 04: DATA ANALYSIS AND DISCUSSION.............................................................37

4.1.
Introduction.................................................................................................................37
4.2.
Reliability....................................................................................................................37
4.3.
Demographic Analysis................................................................................................38
4.4.
Descriptive Analysis....................................................................................................41
4.5.
Correlation Analysis....................................................................................................63
4.6.
Regression Analysis....................................................................................................64
4.6.1.
Regression............................................................................................................65
4.6.2.
Regression Equation............................................................................................66
4.7.
Interview Analysis.......................................................................................................66
4.7.1.
Position of the employees in developmental changes brought by application of
IT in the organization.........................................................................................................66
4.7.2.
IT application and development in work is backed and facilitated by IT resources

67
4.7.3.
The companys nature of getting improvements in present IT applications in the
company.............................................................................................................................67
4.7.4.
Define organizational IT achievements to date....................................................68
4.7.5.
The essential aspects for IT promotions in the company.....................................68
4.8.
Hypothesis Assessment...............................................................................................68
4.9.
Discussion...................................................................................................................69
4.10.
Summary..................................................................................................................70
CHAPTER 05: CONCLUSION....................................................................................................72

5.1.
Introduction.................................................................................................................72
5.2.
Summarized Findings..................................................................................................72
5.3.
Recommendations to Vodafone...................................................................................74
5.4.
Research Limitations...................................................................................................74
5.5.
Personal Reflection......................................................................................................75
5.6.
Conclusion...................................................................................................................76
References......................................................................................................................................77
Appendices....................................................................................................................................86
Appendix 1: Questionnaire........................................................................................................86
Appendix 2: Interview Questions..............................................................................................88
List of Tables
Table 1 Reliability Test..................................................................................................................38
Table 2 Gender of the Employees..................................................................................................38
Table 3: Age of the Employees......................................................................................................39
Table 4: Association with Vodafone..............................................................................................40
Table 5: IT software to create quality using advanced technology................................................42
Table 6: Highly efficient in hiring IT professionals.......................................................................43
Table 7: Information systems in charge at Vodafone.....................................................................45
Table 8: Applied CRM to effectually deal with customers............................................................46
Table 9: IT as an essential aspect to be implemented....................................................................48
Table 10: Network and communication software at Vodafone......................................................49
Table 11: Technological aspects in gaining competitive advantage..............................................50
Table 12: Incorporation of IT in mobile industry..........................................................................52
Table 13: fluctuations in the mobile industry................................................................................53
Table 14: Steps to bring amendments in IT operation...................................................................54
Table 15: Encourage to bring change in IT operations..................................................................56
Table 16: Identifying areas where change is necessary to implement...........................................57
Table 17: Employees work together to see the Development........................................................58
Table 18: Change in customer demands towards mobile phone services......................................60
Table19: Company conducts survey to make customized products..............................................61
Table 20: IT changes are essential to generate revenue.................................................................62
Table 21: Correlation Table...........................................................................................................64
Table 22: Model Summary............................................................................................................64
Table 23 ANOVA Table.................................................................................................................65
Table 24 Coefficients table............................................................................................................66
List of Figures
Figure 1: Change Model: (Source: Schwalbe, 2013).....................................................................12
Figure 2: Gender of the employees................................................................................................39
Figure 3: Age of the employees.....................................................................................................40
Figure 4: Association with Vodafone.............................................................................................41
Figure 5: IT software to create quality using advanced technology..............................................42
Figure 5: Highly efficient in hiring IT professionals.....................................................................44
Figure 6: Information system in charge at Vodafone.....................................................................45
Figure 7: Applied CRM to effectually deal with customers..........................................................47
Figure 9: IT as an essential aspect to be implemented..................................................................48
Figure 10: Network and communication software at Vodafone....................................................49
Figure 11: Technological aspects in gaining competitive advantage.............................................51
Figure 12: Incorporation of IT in Mobile Industry........................................................................52
Figure 13: fluctuations in the mobile industry...............................................................................53
Figure 14: Steps to bring amendments in IT operation.................................................................55
Figure 15: encourage bringing change in IT operations................................................................56
Figure 16: Identifying areas where change is necessary to implement.........................................57
Figure 17: Employees work together to see the development.......................................................59
Figure 18: Change in customer demands towards mobile phone services....................................60
Figure 19: Company conducts surveys to make customized products..........................................61
Figure 20: IT changes are essential to generate revenue...............................................................63
CHAPTER 1: INTRODUCTION
1.1.
Introduction
This chapter takes into account the background of the study and also identifies key
objectives for carrying out this research. Furthermore, it also states the major research problem
together with research purpose and research questions. The significance of the research,
proposed chapters and the research scope is also discussed in chapter 1. This preliminary section
of the study demonstrates the diverse features and basics to be discussed further.
1.2.
Research Background
In the current market, companies have gained competitive advantage through the new
opportunities brought into the business by the technological development. The current research is
planned to enforce learning in the position of information technology, in the direction of strategic
organizational development and the growth of mobile phone industry. According to Cummings
and Worley (2014), the quickly changing atmosphere has affected individuals actions and the
way of living. Organizations are likely to practice the innovative technological modification so
that they can survive for a longer period of time in the market. In the point of view of Auster,
Valente and Wylie (2005), the recommendations of the study reveal that organizations should
accept changes with the new development in the market, in order to flourish. The organizations
should implement the strategy of change to improve their performance every time, to accomplish
the requirements and needs of the consumers efficiently.
Over the last few years the telecommunication industry has significantly progressed. In
the view point of Hudson (2013), majority of the information technology and telecommunication
businesses targeted in 1980s and 1990s was on the practice of reengineering such as retail,
industrialization, financial organizations, government and service industry. Making the
communication process quick, minimizing costs and improving the competitiveness in the
industry was the major plan in utilizing the technology. According to (Davenport, 2013), in the
current era, the major point of information technology is to add the requirements of the
consumers in their strategic plans. The industry of telecommunication has currently included
information technology inside the strategic change and aims in developing the complete
efficiency of the organizations. The main transformation and revolution is incorporated media
that have helped in the shift of action within an industry, in contrast to communication and data
of information. According to Wirth (2006), conventional media has permitted the industries to
pass the hurdles and boundaries of time and space. Furthermore, the recent multimedia
dimension permits the telecommunication, organization to allow necessary bodily signals in the
world of information and technology.
According to Sirkin, Jackson and Keenan (2005), the strategic change assists the
organization for a longer period of time and has an important impact on the complete success of
the organization. Executing changes in the industry are a long lasting procedure which needs
efficient communication inside the organization and right scheduling to work efficiently and
successfully. In the light of Eason (2005), the major continuous varying features that
organizations require to implement a function superior from the rest of their competitors is
technology. It has also been experienced that companies that take on information technology in
their processes, relatively fulfill their strategic needs and changes when compared to
organizations that fails to embrace information technology in their system.
The second huge telecommunication service organization that is executing all its
functions on the international level is Vodafone. According to (Vodafone, 2014), it has a stable
brand image next to its customer support. As the whole technology business is shifting very
quickly so Vodafone requires to introduce the changes faster to make its position stable in the
market. In order to gain competitive advantage in the market, Vodafone requires nonstop changes
in their products with technological advancements. The major inspiration feature of this research
is to understand how the business globe is affected by the information technology. As the
continuous research intends to review the status of information technology in the direction of
strategic organizational change and growth, the research is fairly parallel to the current study
topic. The researchers in their study found out the status of information technology in the growth
of telecommunication business and concluded that with the fast expansion and development in
the technology industry and the internet have become mandatory to experience the new strategic
change and it can improve the efficiency of industries.
1.3.
Rationale of the Research

The major problem of the research is to study the status of information technology in the
direction of strategic organizational change and expansion in the industry of mobile phone in
Vodafone organization. The current title explains the problem since the fast paced development
in technology has elevated the requirement of proceeding the strategies and procedures of the
industries. The study highlights the function that IT performs in the strategic modification
management through which investigators declare an operating research in this spot.
1.4.
Problem Statement
To assess the status of information technology in the direction of strategic organizational
change and development in the industry of mobile phone through the case study of Vodafone.
The problem statement deals with the impact of information technology on the strategic
organizational change and growth and identified variables are analyzed by reviewing the
Vodafone case.
1.5.
Research Aim and Objectives
The objectives for the planned study have been expanded and provided underneath:
To study the importance of information technology in the procedure of organizational

change and growth.
To analyze the importance of information technology for the successful execution of

strategic organizational growth and development and implementation of organizational
change in Vodafone.
To recognize and assess the use of information technology utilized by Vodafone for their
organizational growth and change implementation procedure.
To give essential advices and suggestions to Vodafone so that they can make their
development practices better and successful.
1.6.
Research Questions
The entire studies are established on specific questions and a winning implementation of the
research statement that is hugely relying on the results for the main questions of the study. The
important questions of the research are presented below.
Why the information technology is important in the procedure of organizational growth

and change?
Why the function of information technology is helpful for execution of strategic

organizational growth and change implementation in Vodafone?
What is the use of information technology and how it is helpful by Vodafone for their
organizational growth and modification process?
1.7.
Importance of the Study

The information technology has a significant role in the entire achievement of the
businesses. The growth is important and its utilization is effective to learn as these are the vital
features that make its worth in the organizational atmosphere. The major feature in this
investigative report is to explore the means of information technology in order to assist the
organizations in improving their inner effectiveness and output in the market share.
The strategic organizational change and growth in the industry of mobile phone is
relevant to the novel rising technology in the marketplace. This execution of strategic change is
now carried out in multiple organizations from every point of time that make its importance for
the research. As a result, it can be assumed that the task being carried out will be useful for the
business that is Vodafone with the upcoming researchers. Furthermore, this task is significant for
the organizations functioning in related industry that is being examined and assessed, that is
mobile phone industry. It will help them to identify strategic change implementation for attaining
competitive advantage.
1.8.
Scope of the Research

The major scope of this research is to examine that how the information technology can
be useful in executing strategic change in the organization; it raises the output and presentation
of the organization in the competing marketplace. The company that has been chosen as a model
for perfect implementation of this research study is Vodafone.
1.9.
Outline of the Research

For the reason of effectively finishing this study and acquiring the aims of this study, it is
mandatory that the investigator is following a clear outline. This sample of the study assists the
investigator to produce correct and genuine outcomes for the study. Likewise, in this research the
investigator has finished the research in the structure of given chapters.
Chapter 1: Introduction:
1st chapter of this study is the opening of the research. A short background of the subject
is presented for the reader including the topic of this study is proposed in this chapter.
Furthermore, this chapter contains rationale, importance, goals of the study, scope and the issue
on which the investigators plan to conduct the research.
Chapter 2: Literature Review:
Literature review is identified as the second chapter for the research of this study. This
chapter contains the analysis and outcomes of the previous researcher related to the study.
Furthermore, this chapter is extremely significant as it includes the hypothesis that is also
analyzed in this research and identified as the framework of research. In this chapter the
secondary information and data gathered assists the study to add supplementary validations and
also verify the research topic.
Chapter 3: Research Methodology:
Research methodology is the third chapter of this research. This chapter discovers the
methods that will be further utilized to collect the necessary data to examine that information and
also understand the information. The importance of this statistics can be determined from the
information that this chapter includes the plans and approach of the study and without it, the
research cannot be concluded effectively. Adding up, this chapter also contains the ethical
considerations and restrictions of the study.
Chapter 4: Data Analysis:
Data analysis is the fourth chapter of this research and it contains the realistic execution
of the procedures and techniques recognized in the previous chapters. This chapter also assists
the researcher to produce the results of the study by examining the tendency in the gathered
information.
Chapter 5: Conclusion:
Conclusion is identified as the last chapter of this entire research. It contains summary of
complete results produced in the earlier chapter. Furthermore, this chapter also recommended
suggestions for the upcoming researchers who aim to carry out research on the same issue. In
this chapter recognition of areas for upcoming researches is also accomplished.
1.10.
Chapter Summary
Examination of the initial chapter of the study specifies that there is an important status
of information technology in the strategic change and growth of an organization, particularly in

the research of the industry of mobile phone. In addition, this study is significant for the
companies that are projecting strategic change and growth in their business. On the other hand,
the findings and outcome of the study are suitable for companies functioning in the industry of
mobile phone. Furthermore, the statement of the problem for which the investigator needs to
discover answers are also incorporated in this chapter. This chapter is closed along with the terms
of an outline that the researcher has acquired the aims of the study and suggested appropriate
results of the study.
CHAPTER 02: LITERATURE REVIEW

2.1.
Introduction
The literature review is a crucial part of the research as it provides a summary of
researches conducted by other authors. The criterion for selection of these studies is the
relevance to the topic being studied. Additionally, the literature review chapter is significant as it
helps the researchers in developing their own content for the study and examining various
components in relevance to the topic. Hence, the literature review of this study consists of
various researches and publications conducted by authors in the past regarding organizational
change and processes, the role of information technology in achieving strategic organizational
change.
2.2.
The Introduction and Importance of Organizational Change

Auster, Wylie and Valente (2005) states that change is crucial for all organizations. Since
the business environment is changing at a high pace; organizations will have to adapt to these
changes as well in order to survive in the competitive market. According to Burke (2010),
change in organization can be defined as any significant change that can interrupt the
organizational environment. An organization passes through various stages in order to bring any
structural change within the working environment. These stages are unfreezing, change and
transition (Buganza, Dell'Era and Verganti, 2009). Organizations that are aiming towards change,
focusing primarily on one of the core values of the company such as companys vision, its
strategy or the overall management style (Yang, Zhuo and Yu, 2009).
10
Cabrey and Haughey (2014) stated that the process of change management is a cyclic and
organized approach that helps in transforming individuals within the company from current state
to a desired future state, which can be profitable for the individual as well as the company.
Cabrey and Haughey also mentioned that it is necessary to create sustainable organizational
change in order to efficiently manage people during the change process. According to Burke
(2010), many studies have disagreed about the benefits of structural change in the organization.
Previously it was also perceived that all changes are negative and should be avoided since
employees are usually resistant to change. It was also perceived that changes sometimes also
impact on the employee productivity (Kangasniemi, Mari and Robinson, 2008).
In one of the past researches, 62 percent of the interview respondents replied that
organizational changes positively impact the firm performance. Additionally, it was also found
that only 30 percent of the organizations have successfully gone through changes. Therefore, the
success ratio after an organizational change is quite low, which in many cases, is the main reason
for failure of organizations to successfully implement changes along with other change
resistances (Isern and Pung 2007).
Harsh (2000) explained that, organizational changes are significant for mobile phone
firms as they operate in high-tech market which are continuously changing within short intervals.
This ever changing high-tech market of mobile phone companies is primarily due to the rapid
changes in the information technology sector. Auster, Wylie and Valente (2005) study explained
that the mobile phone firms will have to cope with significant structural changes due to more
changes in the IT industry. The changes in the information technology industry result in changes
of products and services provided by mobile phone companies. Therefore, these companies must
11
change with the changes in IT trends and failure to do so will result in poor performance and
eventually exit from the market (Cabrey and Haughey, 2014).
Starke, Sharma, Mauws, Dyck and Dass (2011) study explained that speed of changes is
highly influenced by the experience of employees within the organization along with the
tendency for change acceptance. Therefore, new systems and structures of the organization can
be applied to traditional structures of the organization. Additionally, these organizational changes
are triggered by new agents or senior employees of an organization. These changes are driven by
the conventional expertise and the transformational vision of the leader, which results in dynamic
changes that are productive and profitable for the organization. On the contrary, the Rashid,
Sambasivan and Rahman (2004) study discusses the influence of organizational culture on
change in Malaysian organizations. It was observed that members of the organization resist
changes due to its results. Hence, it is important for managers to prepare their employees
regarding the organizational changes. The results of the Rashid, Sambasivan and Rahman (2004)
study revealed that a strong and positive relationship exists between the culture of an
organization and attitude and behaviour of employees towards organizational changes. The study
found that there are certain organizational cultures that accept changes and some organizational
cultures resist changes.
Jansson (2013) explained that some organizational change components are universal and
some are particularly related to certain organizations. The findings of the Jansson (2013) study
revealed that successful implementation of organizational change can be distinctive for various
organizations. The organizational practices regarding the implementation of change are
supported by the significance of various components like human interaction and social contexts.
A study by Jacobs, Witteloostuijn and Christe-Zeyse (2013) stated that the organizational
12
members assume that changes in the organization are risky and complex. In contrast, the drivers
of organizational change have the assumption that change process can be used to bring dynamic
changes in the organizational productivity.
Changes within an organizational can cause stress between the companys internal as well
as the external environment. Soparnot (2011) explained the three significant features of change
capacity, including learning dimensions, contexts and processes. The context dimension consists
of resources that provide assistance in the organizational change process; whereas, the process
dimension consists of various principles of inferring organizational change.
2.3.
The Process of Organizational Development and Change

Kurt Lewins change management model explained that change within an organization
can be managed in three stages. This suggested that for successful implementation of change,
every organization must go through these three stages of change management. These stages are
unfreeze, change and freeze.
Figure 1: Change Model: (Source: Schwalbe, 2013).

The unfreeze stage of the change management process involves organizational members
who are not willing to change and the management has the task of making these members ready
for the organizational changes. This stage is concerned with the employees level of readiness
towards change. The management must instigate the readiness among employees towards the
acceptance of upcoming organizational changes. The next stage involves the actual change
13
implementation process. According to Kurt Lewin change should be considered as a process of

the organization and not as an event. Therefore, organizations must give proper consideration to
every aspect of the change process. However, the crucial factor in the change process is the
management support level towards the employees. The last stage in the change management
process is refreeze, where employees are able to accept change and commit to the new
organizational environment (Schwalbe, 2013).
J. Kotter has also described the same model with slight modifications. Kotter formulated
eight stages of the change management processes which include:
1. Determine the urgency of change.
2. Forming platform for people to accept change.
3. Creation of a new vision.
4. Communication of new vision to all organizational members.
5. Convincing or motivating employees to accept and follow new vision.
6. Creation of short-term objectives.
7. Maintaining a state of emergency.
8. Applying changes in organizational culture for strengthening change.
Brunker and Kurvinen (2006) study explained that the responsibility of an entrepreneur
is not to become a change agent that merely helps in the implementation of others creative ideas.
However, an entrepreneur must be the driver of the organizational change and instigate new
ideas. In contrast, the internal initiatives must be instigated by the middle level management and
floor managers who have the responsibility to translate the work processes into day to day
operations. Holten and Brenner (2015) argue that two most significant styles of leadership traits
are positively related to the managers engagement levels, which are transactional and
14
transformational leadership style. Managers engagement levels are highly related to the change
appraisal of employees. These leadership styles may impact directly with long-term
consequences on change appraisal of employees.
According to Sikdar and Payyazhi (2014), the change in organizations is managed during
the business management process. The alignment of Kotters eight dimensions with various
phases of work redesign and identification of managerial responsibilities are managed with the
change of organization. On the contrary, Walker, Armenakis and Bernerth (2007) study explained
the framework of organizational change that mediates the association between individual
differences and change process. Similarly, change management mediates the relationship
between organizational commitment and organizational change.
2.4.
The Importance of Information Technology

Cabrey and Haughey (2014) explained that information technologys importance has
increased significantly for all organizations over the years due to the rapid technological
advancements. Poole (2004) stated that information technology is proving to be increasingly
important for all businesses and other institutions such as health care, education, finance and
security. Information technology has many advantages for these organizations such as IT helps in
increasing operational efficiency, decreasing dependency on workers, effectiveness in decision
making processes, saving time etc. (Knezek and Christensen, 2008). Information technology has
also influenced educational institutions positively by providing campus management systems,
online portals and other IT solutions. Similarly, information technology has provided several
applications to the financial institutions that help in decreasing the load of the financier and
creating efficiency in the processes. In the security industry IT has provided many solutions from
15
the development of digital cameras and surveillance systems for not only commercial usage but
also for private usage. These digital surveillance systems have made work easier for employees
in the security industry (Cabrey and Haughey, 2014).
According to Poole (2004), technological advancements in different sectors have resulted
in increased demand for skilled labor, which in turn can result in higher employee productivity
and a decline in the operating costs of the business. Thus, the organization enjoys higher profits.
This signifies the importance of technological advancement for the financial performance of the
company (Yi, Jackson, Park, Probst, 2006).
According to Schwalbe (2013) and Kangasniemi, Mari and Robinson (2008), information
technology has proven to be important for mobile phone industry in the past few years. As the
core operations of mobile phone industry are reliant on information technology; this industry is
highly susceptible to rapid changes in the information technology industry. Cabrey and Haughey
(2014) explained that since the mobile phone industry is a high-tech industry, IT plays a
significant part in this industry and if technological advancements are ceased, it will be difficult
for mobile phone organizations to survive.
Shurville, Browne and Whitaker (2009) study explained that the role of IT professionals
is diverse and needs core competencies in leadership; both in management and technical context.
Todays modern businesses and educational and professional institutions are highly dependent on
increasing technological advancements. Technology has helped in reducing manpower and
making accurate and efficient processes. Seadle (2012) studied the importance of technological
advancements and application of information technology in various libraries. In the last 30 years
the application of information technology in various libraries has increased the efficiency of
16
operational activities. In reality, technological advancements in information technology have

increased efficiency and productivity in several places.
Peslak (2012) explained that organizations these days have to face grave issues that are,
to most extents, related to information technology. The research proposed that the organizational
size has no impact on information technology criticality. On the contrary, Aharony (2014)
explained that the employees behavioural intentions of using cloud computing technology were
influenced by ease of use and personal willingness for innovation. Furthermore, the study also
concluded that the employees behavioural intentions of using cloud computing technology were
influenced by employees personal characters such as directness to experience, threats and
challenges, and self-efficacy.
2.5.
Advantages and Disadvantages of Information Technology

According to Schwalbe (2013), in the past few years, IT has been significant for the
growth of many organizations and the overall economy. Tupper, Cawsey, Deszca and Ingols
(2011) explained that many organizations have enjoyed benefits of information technology;
however, at the same time, there are some organizations that have suffered unfavourable results.
As for the advantages, many companies have been able to instigate efficiency in their businesses
and changing IT industry creates more effective and efficient solutions for these companies.
Another benefit of information technology for these businesses is the improvement in the
decision making process of management. It helped managers to make better business decision
based on the data collection by IT systems. Increasing changes in IT industry resulted in effective
decision making systems for managers (Cabrey and Haughey, 2014).
17
Improvement in IT industry helps many organizations to become capable of providing

improved products and services due to increased efficiency and effectiveness. In case of mobile
phone companies, one of the most important benefits of IT is high demand of their products in
the past few years. Due to massive technological changes in the IT industry people are inclined
towards purchasing newer products from these companies (Sittig and Ash, 2011).
On the other hand, Schwalbe (2013) highlighted some of the disadvantages of the
technological advancements in IT industry such as increased cost of acquiring the new
technological devices for boosting the business efficiency, the impact on organizational culture
due to dominance of technology, decreased dependency on workers etc. One of the most
considerable disadvantages of information technology is for the employees or workers.
Advancements in information technology have resulted in job elimination and a decrease in the
employees job security (Schwalbe, 2013).
In case of mobile phone industry, one of the disadvantages is the ever increasing need for
frequently changing their product lines, and bringing completely new innovations. This frequent
redesign can be very expensive and may sometimes cause losses for the business. Kangasniemi,
Mari and Robinson (2008) explained that the technological advancements have resulted in poor
security of mobile phone products as mobile phone services can be easily intercepted and used
by the government and other authorities, which is a privacy violation of the user (Kumar, 2014).
Lai, Zhao and Wang (2006) stated that corporate world considers information technology
as a competitive edge. Organizations that are quick to adopt and implement these technological
advancements effectively are more successful than organizations that resist these changes.
Information technology enhances the productivity of the company and this is one of the most
important reasons why majority of the companies are highly reliant on IT. On the contrary, Waal
18
and Kourtit (2013) studied both, advantages as well as disadvantages of IT. One of the key
lacking of IT is its weak recovery system, which means once the companys data is lost, it is
sometimes impossible to recover that data.
Azevedo and Carvalho (2012) research concluded that the supply chain and logistics
industry has been significantly enhanced with the help of RFID technology in business
operations. Many shipping and logistical operations have become easier with the application and
efficient use of information technology. However, the RFID technology is still not perfect and
has issues in interoperability. According to the Azevedo and Carvalho (2012) study, another
drawback of IT is the expenses incurred in the acquisition and installation of different
information technology systems as well as software.
2.6.
Challenges for Information Technology

In 2009, Yaeger and Sorensen noted that the field of information technology is exposed to
various challenges. The most important and growing challenge is the security of content,
passwords, records, etc. Different institutes websites get hacked and crucial data are leaked
(Sittig and Ash, 2011). The second important challenge for Information Technology companies is
to adapt to the current tendencies as soon as possible and educate it to the employees, though it is
a very difficult since if you fail to upgrade to the new trends. It can risk the company existence.
The dynamics of information industry are evolving rapidly, which turns it as a challenge for the
management (Jeffrey, 2004).
As explained by Yaeger and Sorensen (2009), in some industries, it is possible to survive
without adapting to the changing dynamics on a broad scale. But, this pattern cant be followed
in information technology industries, like mobile phone companies as the shift of technology
19
also changes the customers requirements and preferences to a large extent. So adaptability and
addressing to the responsiveness of change in the industry is of prime importance in order to
survive in the information technology industries (Sittig and Ash, 2011). For information
technology, it is crucial to modify with the passage of time since consumers are willing to pay
higher prices for engineering product as long as its specifications are in line with the current
technology. Once the technology gets obsolete, the product and fails to be sold, even at a reduced
price (Jeffrey, 2004). The industry of information technology is the industry where innovations
and changes should be observed frequently. It is noted that the mobile industry is directly linked
with alterations and modifications in the field of information technology. The author further
elaborates that these two fields of information technology and the mobile industry are strongly
linked together; hence the success of mobile industry relies on the innovations in information
technology (Kangasniemi, Mari and Robinson, 2008).
The research study by Bourlakis and Bourlakis (2006), reveals that the strategies for
information technology and logistics are developed by both national and international food
retailers in Greece. The operational efficiency of the multinational firms is comparatively greater
in contrast to the local firms. The fusion of information technology and logistics is regarded as a
top attribute for efficiency in business processes. Higher profitability and performance are
followed by advancement in operational efficiency. The incorporation of information technology
in supply chain operations has brought dynamic organizational changes. As cited by Kalusopa
(2005), the information communications technologies are being employed by the small-scale
farmers in Africa. In fact, it was a challenge for the farmers to devise and improvise the
agricultural processes. It was noted that by the use of information communication technologies,
farmers were able to offset the problems of the past. A research on the same pattern by
20
Ochara, Kandiri and Johnson (2014) explains the internal business environment is sustained by
the utilizing appropriate technology. The organizational environment that uses information
technology upgrade business processes cultivates a culture of creativity and innovation. The
learning organizations where employees are well aware of the drift in information technology
encourages the use of information systems.
2.7.
Impact of Information Technology on Performance of a Company

Yaeger and Sorensen (2009) defined in a study, that organizations equate the investment
in information technology as a way of financing, which pays off with raised productivity and
quality of operations. Devaraaj and Kohli (2003) after their longitudinal studies concluded that,
investments in information technology generally attracts more profits, provided there is optimal
use of technology, whereas, conclusions drawn from numerous cross-sectional study negates the
study. He also found the impact of technology in terms of monetary and temporal effects.
According to Gargallo-Castel and Galve-Grriz (2013), in order to multiply profits from
investment in information technology, companies need to make parallel arrangements for other
factors like government policies and company policies to bring in more profits. It has been
proven that improvements in information technology are pursued by a raised demand for skilled
labor that ultimately leads to a better productivity of the employees and overall shrink in
operating expenses and, therefore maximize companies' profitability. This clearly indicates how
crucial advancement is to an organizations financial performance (Jeffrey, 2004).
On contrary Tupper, Cawsey, Deszca and Ingols (2011) are of the view, that some
organizations look at investment in the area of information technology as an expense since for
them, there seems to be no link between productivity, quality of operations and profits with
21
modified information technology. Rather, these researchers concluded on the basis of their
longitudinal studies that whenever companies advance their security systems, it increases their
expense to buy assets and hence profits tends to fall. Therefore, they believe that information
technology impacts the financial performance of an organization, hence investment should not be
made in this regard (Brynjolfsson and Hitt, 2003). Gera and GU (2004) found that, investments
in information technology have a positive impact, if made in line with the right strategic
organizational change and development, but if companys policies and culture do not exist in a
persist manner, then it might bring losses so from this research it can be deduced that the
involvement of organizational culture has its part in the companys profitability after investment
in information technology.
Tupper, Cawsey, Deszc and Ingols (2011) established the fact that, it is essential for
mobile companies to invest in information technology regardless of their organizational culture
since its a high-tech industry and its dynamics have been changing rapidly over the past few
years (Jeffrey, 2004). It is imperative for mobile phone companies to invest in information
technology with the changing customer demands. It has been observed that improvised
information technology positively influences the performance of cellular companies, it is also
noticed that cellular companies who didnt invest much in this area incurred huge losses even
after being market leaders. Similarly, it has been observed that some companies which
concentrated on this area in terms of investment; but still met failures since their organizational
culture did not leverage to invest much on information technology (Cummings and Worley,
2014). However, the analysis of significance from both aspects concludes that the general
success of mobile phone companies relies on information technology. The examples of mobile
phone giants address the importance of investment and efforts in the field of information
22
technology. It is also noted that information technology can assist organizations in overcoming
their flaws and provides them with an opportunity to excel in the industry with the edge of being
technologically upgraded (Tallon, Kraemer and Gurbaxani, 2000).
The research work of Prez-Lpez and Alegre (2012) highlights the fact that information
technology plays a key role in diversified business processes of knowledge management. The
process of knowledge management and market performance are positively linked and also has an
impact on the financial performance of the companies, whereas, no relationship could be
established between the performance of a firm and its competencies of technology. The study
ends with the note that processes of knowledge management reconcile the relationship between
market performance and competencies related to IT. Kuo (2013) is of the view that, information
system quality impacts the organizational performance positively. It has been noted that the
technological readiness of the consumers is significantly important and act as a moderator
between information system quality and the organizations performance. On the other hand,
technological readiness improves the organizational performance indirectly. Another research of
Brca, Fynes also studied the effects of IT on organizational performance in terms of providing
quality service. This ends up with the point that information systems support the work of
organizations to a large extent.
2.8.
The Impact Of Strategy And Strategic Organizational Change On A Companys

Performance
According to Auster, Wylie and Valente (2005), the strategy of a company can set it to the
path of improved financial performance provided that they not only plan, but also concentrate on
implementing the strategy. A properly executed strategy has significant positive impacts on the
23
financial performance of the company. Many companies in Africa and other third world countries
identified their low performance and lack a formal strategic plan (Cummings and Worley, 2014).
A strategy can have both kinds of impacts on the organization: it can either make or break it,
depending on the proper planning and structured execution of the strategy.
The strategy is very significant for mobile phone companies and they need to alter it very
often as per the trends and tendencies of the market. As new information technology introduces,
markets needs change respectively, and companies often need to revise their strategies for this
reason strategic planning is vital and frequently needed in mobile phone companies unlike in
other companies (Tallon, Kraemer and Gurbaxani, 2000). The work of Tallon, Kraemer and
Gurbaxani (2000) showed that strategic change has a significant impact over the performance of
the business because organizational change is aimed towards development and advancement. So,
the strategic advancement of an organization is linked with its performance.
According to Auster, Wylie and Valente (2005), the strategic organizational change and
development are significant for any kind of organization because it manages the organizations
culture with changing visions, strategies, goals etc. and increases employee productivity,
simultaneously. In a research by Kangasniemi, Mari and Robinson (2008), it is concluded that at
the industry level, a positive, encouraging link is found between improved organization practices
and employee productivity, which provides that with revised organization practices employee
productivity is directly linked and this further leads to more profits. He used industry analysis
because he is of the view that analysis cant be done on the basis of a firm as organizational
practices change with respect to industry. It has also been found that there are exceptions to
change that might be followed by the failure of the company itself (Tallon, Kraemer and
Gurbaxani, 2000).
24
According to Kohtamki, Kraus, Mkel and Rnkk (2012), the strategic organizational
planning strongly relies on strategy implementation and personal commitment, affecting
performance of the company. The findings of the study indicate that organizational learning is
not influenced by the participative style of strategic planning whereas a fact was also constructed
that there is no encouraging relationship between company performance and organizational
learning. The study of Tapinos, Dyson and Meadows (2005), is in contrast to this fact and states,
performance measurement is one of the most important components of strategic planning. The
organizational complexities that root from different variations in the performance measurement
impact the strategic planning.
2.9.
Factors Affecting Strategic Organizational Change and Development

Auster, Wylie and Valente (2005) identified in their study, that there are several external
and internal factors that influence the organizational development and change in any company.
External factors include technology, political and legal changes and market conditions of the
industry (Kangasniemi, Mari and Robinson, 2008). Its latest technology is adopted by
competitors, then the company must alter its technology with the technological change, that will
embrace the culture of change in organizations. Political and legal factors also affect the
organizational culture as the government might limit some activities observed by the
organization hence change is necessary. If the market conditions drift, then again company needs
to modify itself as per the market conditions since market conditions regulates the demand for
products and services of a company so companies must be responsive to the external conditions
(Sahdev, 2003).
25
The internal factors which can spur organizational change and development include new
top management, any lacking in performance, the nature of the workforce and to ignore
developing inertia. Organizational changes generally occur when top management changes since
thinking capacity vary from person to person, new top management might of the view that
current organizations strategy and culture are inappropriate and therefore, organizational change
is needed. Sometimes there is a deficient performance of the organizations which needs to be
addressed through organizational change, causing a change in the organizational culture
(Kangasniemi, Mari and Robinson, 2008). The work of Sachdev (2003) states the nature of the
workforce can shift from time to time as the working generation now is evolving and diverse.
The change of the workforce can later on demand a change in the organization.
As cited by Sahdev (2003), all these factors can serve the cause of change in mobile
phone companies like Vodafone. Among external factors, a shift in technology is very important
for mobile phone companies, as mobile phone technology has evolved dynamically in the past
few years and has led to organizational changes in many organizations. The high-tech companies
that do not address the changing market conditions are subjected to failure (Isern and Pung,
2007).
2.10.
Relationship between I T and Strategic Organizational Change & Development

The information technology is a significant external factor that can evoke strategic
change and development in any organization. As information technology improves, it ultimately

changes the demands of the customers; therefore every company must adapt itself to technology
and must change to meet the demands of the customers (Isern and Pung, 2007). Information
technology has been on the forefront in bringing strategic organizational change in many
26
organizations, especially high-tech industries because their core operations rely greatly on
information technology. It is not possible that there is no shift in information technology for a
year or so.
It has been noted that cultivating the culture of organizational change in organizations can
be a good strategy at times specifically when IT-related change is concerned. Pushing
organizational change in technology is an effective strategy for organizations that are willing to
change but cant change due to any certain factor. These findings are restricted to IT-related
organizational changes (Kangasniemi, Mari and Robinson, 2008). In the mobile phone industry,
the nature of the industry leverages strategic organizational changes through information
technology. As the information technology matures, the strategy of the company needs to be
evaluated and revised since market demand in cellular market changes due to changes in
information technology (Matthing, Sandn and Edvardsson, 2004). It can be inferred that cellular
phone companys profits are linked up with financial restructuring, portfolio restructuring and
organization restructuring respectively. It has also been found that major factors affecting the
decisions of the cellular company are the companies objectives, a technological shift in the
industry and economic factors of the country (Riany et al., 2012). However, the existing study
endeavours to review the role and impact of information technology on cellular phone industry,
specifically in the context of Vodafone, so as to understand its relation to the strategic
organizational change. The on-going research was aimed to highlight the lacking in the past
studies about the role of information technology in shaping the strategies that lead to strategic
organizational changes.
2.11.
27
Hypothesis of the Study
H1: A positive relationship exists between information technology and organizational change and
strategic development
H0: A positive relationship does not exist between information technology and organizational
change and strategic development.
2.12.
Research Framework
Following the research framework has been adopted in this study.

Independent Variable
Dependent Variable
Strategic
Organizational
Change
&
Development
2.12.1. Measurement of Variables
The purpose of this study is to understand the role of information technology in
organizational change for strategic development of mobile phone industry. The case study chosen
for this research is Vodafone. The variables chosen for this study include:
2.12.1.1.
Information technology
2.12.1.2.
Independent Variables.
Dependent Variables.
Strategic Organizational Change

Development in mobile phone industry
2.13.
28
Chapter Summary
Chapter two of this study includes the theoretical framework and findings from past
scholarly publication on organizational change and strategic development. Additionally, this

chapter presents the literature review collected from previous studies on changes in information
technology and how it is shaping the mobile phone industry. Hence, it was found that due to
frequent changes and technological advancements, the mobile phone companies are changing
rapidly in order to cater the demands and needs of consumers.
29
CHAPTER 03: METHODOLOGY

3.1.
Introduction
This chapter is a brief account of the research methodology. Goddard & Melville (2010)
explained that methodology is an integral part of the research and it has a strong impact on
research report. Research methodology delivers comprehensive evidence on the trails used in the
report for drawing conclusion. In this chapter, research method is enlightened by emphasizing
framework, research design, and exerting focus on strategies used. This chapter also comprises a
data sampling technique where the sample size carefully chosen for the authentic research. It also
discusses the ethical considerations along with the research limitations.
3.2.
Research Philosophy
The construction of data is the main philosophy of the research. The construction of data
is devised with the motive of understanding the conceptual links and research purpose. The three
philosophies used here in the research are positivism, realism and interpretivism (Saunders,
Lewis, and Thornhill, 2007).Where positivism denotes the idea of participants conceptual
development and ideological expansion. In the light of Johnson and Clark (2006), the
relationship between the variables is evaluated by testing the extracted hypothesis believing that
positivism is an empirical and quantitative approach. Positivism has a great impact on tested
variable. The impact is proven by business studies more than any other discipline due to the fact
that the phenomena, particularly aims to create an understanding of inter-networking or
relationships within an organization and individuals. Like positivism, realism is also an apparent
fact. According to Robson (2011), realism is a phenomenon that aids the investigation of results
30
extracted from experiments and research conducted by scientists. On the contradicted side,
realism is not similar to positivism because realism base on theoretical approaches unlike
positivism that is primarily observed. Finally, interpretivism specifies that the differences
between the studied objects in a research are respected. Interpretivism has no relevance with
positivism. In the current research positivism approach is selected due to the fact that the
researcher used hypothesis for identification of the relationship between the two variables, i.e. IT
and strategic organizational change and development.
3.3.
Research Approach and Design

To conduct research there are two methods that commonly include inductive and
deductive approaches. The first approach is identified as the deductive approach of the study it
includes testing the hypothesis. It established a hypothesis grounded on the base-theory and
supports establishment of research design in all means. The chief objective of the curriculum of
deductive approach is to present the conclusions of the proposals or the workplace. Where,
deductive logic is precast of numerous literatures and an abundance of resources. Furthermore,
deductive approach is used while there is an undersized time span to conduct research and to
draw conclusions in order to avoid risks. In contrast, the second approach that is of inductive
nature denotes to examine the theories that previously submitted by previous authors (Creswell,
2002). Inductive approach starts from a precise declaration comprises a general statement. There
is a shortage of resources, but it does not accept the time constraints and risks. In the case of this
study, the investigator has used the deductive approach to fulfil the researchs aims and to test the
hypothesis, grounded on some interpretations that have been established for data routing.
Likewise, for the drive of attaining the intentions of the study, the researchers positively adopt a
31
diverse research design, which enabled to use both types of data. In the current case,
investigative research is being conducted to collect all quantitative and qualitative data.
3.4.
Research Strategy
Research designs are of two types, differentiated by simple classification, termed as the
primary design of research and the secondary method. The process of gathering the primary data
contains the discussions, interviews, questionnaire, focus group etc. Primary data is first-hand
knowledge. The researcher gathered data from the individuals who are the part of the research
design (Cooper & Schindler, 2006).Where numerous scholars used secondary data to deliver
empathetic understandings concerning the topic and to comprehensively study the background.
This supports the researcher in scrutinizing earlier researches and their boundaries that assisted
in refining the undertaking of current study. Investigators use secondary statistics such as
available journals, articles, records and authorized websites of different corporations to gather
dependable material. In this research, the researcher has used the primary and secondary data
technique to collect the data. The primary data were composed through questionnaire and
interviews from the staffs of Vodafone and executives; while, secondary data was composed
through the literature review. Moreover, using qualitative as well as quantitative data will
improve the authenticity of the research.
3.5.
Sampling Design and Data

Sampling is the technique of selecting sample data. There are two methods of sample
selection, one is the probability sampling method and the other is non-probability sampling. The
32
probability sampling serve the purpose of selecting the entire population where, the method of
non-probability sampling collect samples by means of non-random techniques as it contains a
cluster of set, comfort and snow ball method (Saunders, Lewis and Thornhill, 2007). In this
research, the researcher is using the non-probability snowball technique for the reason that the
respondents required for the positive achievement of this research were hard to find. This method
of snowball sampling denotes to the method in which once a respondent is reached, he is
requested to help in reaching the next suitable respondent of the study so that a reliable and
suitable sample is produced which is a correct and justified representative of the population.
3.6.
Data Description & Sample Size

Surveys and interviews have assisted data mining done by the researcher in order to be
used in the research. According to Saris and Gall Hofer (2007), questionnaires are the most
effective and practical way of data mining as compare with interviews for the reason that they
mark a superior sample size and are easy to be examined, where, interviews are valuable in
understanding the variations of conduct of the participants. The survey was led through
distributing questionnaires among the employees of Vodafone and the interviews were conducted
with managers of the corporation in order to increase understanding concerning their thoughts
and assertiveness. The questionnaires contained close ended questions which were measured
precisely as the quantitative data; while, the material achieved from the interviews was the
qualitative data. The quantitative data is measurable in nature and needs detailed investigation of
target concepts and dimension to answer the research aims, while, the qualitative research tends
to comprehend the motive behind the relationship between the two variables that are tested in the
research.
33
The sample size carefully chosen for the questionnaires was 100 employees, while the
interviews were conducted with 5 managers of Vodafone. The time prospect for the research was
cross sectional for the reason that the figures were composed from one case and not on the
continuous foundations. The qualitative data was investigated for the analysis of ethnographic
content.
3.7.
Data Analysis
There are several tools and techniques that statically examine the different modes of data
collection. They are helpful for the researcher to obtain the potential findings of the research
conducted. For data analysis, researchers use a wide range of tools (Saunders, Lewis, and
Thornhill, 2007). In the current study, quantitative method is used with a software SPSS.
Reliability is the major component to analyze the data, it is the parameter of examining data
accuracy. For the evaluation of the relation of variables, researcher has used co-relation that
examines the relationship between dependent and independent variables. Regression is also used
by the researcher in order to support and demonstrate the impact of the independent variable of
the dependent variable.
3.8.
Ethical considerations of the Study

The ethical consideration plays a crucial role in the overall research process. A researcher
who follows the ethical considerations indicates that he or she has taken the permission of the
respondents and is socially responsible. The research is based on ethical consideration and its
vitality is prominent in every step of the research process. Ethical consideration is a sensitive
34
social phenomena and wherever it is used, it is pre-understood that the researcher responsibly
have taken permission of the respondents. Where, in the current research no ethical issues were
faced by the researcher.
However, researchers are bound to follow the rule of no plagiarism at all in the reports.
Therefore, it was essential for a researcher to track the universal code of ethics during the
research process in order to avoid the biasness of different factor in the result. While ethical
considerations are categorized into three segments generally, they are also observed to conduct of
a research termed as anonymity, confidentiality and autonomy. These codes of conduct are
explained below:
Anonymity:
The first and foremost ethical concern faced by every researcher following the conduct is
anonymity. It limits the author to strictly ensure the privacy of personal information obtained
from the respondents for the purpose of research. The information could be name, contact,
income, etc. It should be kept trusting and should not be shared with any irrelevant person, not
only during the research, but after it as well. The researcher certifies the respondents privacy of
their personal information, data and any other detail shared. The information is gathered under
for the purpose of academic research only and has been ensured to the respondents that no data
or information will be leaked in anyone. This has increased the reliability of data and generates
more accurate results.
Confidentiality:
35
The second ethical issue faced by most of the researcher is confidentiality. The phenomena
bound the researcher for not disclosing any partial or complete personal information of
respondents with any other person for any other reasons without their own will and permission.
Confidentiality is promised and ensured before, and after the completion of research. The
researcher is bound to ensure there wont be any miss use of the data and the information will not
be used by anyone for any other research. Confidentiality constrains is actually a tool to enhance
the authenticity of data provided by the respondents. It enables the respondents to share their
opinions and facts without hesitancy.
Autonomy:
The last concern of ethical consideration that is autonomy. Legal boundaries are the main
ascpect in this regard. Autonomy limits the usage of any illegal mean in the research process that
ensures that the researcher has not used any type of undue influence and coercion and the
respondents participated willingly and voluntarily. Autonomy ensures that the contributors of the
study are not involuntary to take part in the research and their permission is unconditionally
necessary. This aided in increasing the efficiency of the complete study.
3.9.
Chapter Summary
The summary of the chapter deliberates the methodology of the study. It reveals that the
basic aim of conducting the research was to investigate the role of IT in the change in
organizational strategy and development in the industry of mobile phone. The current study is
based on quantitative and qualitative data. For analyzing the research, the researcher has used the
positivism and deductive approach. The statistical tool used for the analyses of data accuracy was
36
reliability; while, the relationship between the variables was investigated through the co-relation
technique. The regression technique was also applied in this research to evaluate the impact of
the independent variable on the dependent variables.
CHAPTER 04: DATA ANALYSIS AND DISCUSSION
4.1.
Introduction
The chapter is based on interpretation and analysis of gathered information and data,
from the respondents. The data analysis was done by the researcher using reliability test. The
relationship of the variables is also tested. The chapter is a descriptive analysis of the data
collected it also test the opinions of the respondents selected in order to ensure the reliability and
the accuracy of the collected data for the current research. The descriptive analysis presented in
the study is followed by regression, co-relation test, and hypothesis assessment and testing. The
chapter also contains a thorough explanation of the work done in here. The chapter ends with a
discussion and a set of objectives of the research and findings extracted in results.
4.2.
Reliability
The reliability test serves the purpose of measuring the accuracy and consistency of the
tested data. The main concern of reliability test is to ensure the data collection method used by
the researcher for leading toward reliable results. Reliability reveals the current position,
situation and state of the data that can further serve the purpose of future data analysis. The 60%
or above value of cronbachs alpha, if extracted, certify the data is reliable (Tavakol and
Dennick, 2011).
37
Reliability Statistics
Cronbach's Alpha
N of Items
.778
19
Table 1 Reliability Test

For testing instruments reliability, gathered data is tested under reliability test using
SPSS software. The above table is a demonstration of Cronbachs Alpha as it shows the
reliability of the instruments, where, N is showing a number of statements used by the
instrument. The observation reveals that the reliability of the instrument turns out to be 0.778 i.e.
77.8%, it shows that the data is consistent and reliable and it certifies that instrument is utilizable
for responses collection.
4.3.
Demographic Analysis
Gender of the consumers

Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Male
69
69.0
69.0
69.0
Female
31
31.0
31.0
100.0
100
100.0
100.0
Total
Table 2 Gender of the Employees
38
Figure 2: Gender of the employees

The graph and table attached above demonstrates respondents gender. The results extracted
reveals that composition of male and female respondents is 69% and 31% respectively. This
shows that the majority of employees in Vodafone human resource is male.
Age of the consumers
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
20yrs 30yrs
39
39.0
39.0
39.0
31yrs 40yrs
29
29.0
29.0
68.0
41yrs 50yrs
24
24.0
24.0
92.0
8.0
8.0
100.0
100
100.0
100.0
51yrs +
Total
Table 3: Age of the Employees
39
Figure 3: Age of the employees

The graph and table attached above demonstrates the age of the respondents. The results
analysis reveals that 39% of the respondents lie in the age group of 20-30 years. Where, 29% of
the participants were in the age group of 31-40 years, 24% in 41-50 years and at last 8%
respondents fall in the age group of 51 and above it. Information extracted from the table reveals
that the majority of employees in Vodafone lie in the age group of 20-40 years which mean most
of them are young.
Association with vodafone
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1yr or less
6.0
6.0
6.0
1yr 5yrs
45
45.0
45.0
51.0
5yrs 10yrs
28
28.0
28.0
79.0
10yrs +
21
21.0
21.0
100.0
100
100.0
100.0
Total
Table 4: Association with Vodafone
40
Figure 4: Association with Vodafone

The above table and graph displays the results regarding the length of time of association
of an employee with Vodafone. The analysis identifies that 6% of the employees are associated
with Vodafone for 1 year or less, 45% are associated for 1-5 years, where 28% are associated for
5-10 years and 21% of the employees are part of Vodafone for more than 10 years. These results
are also supported by the research lead by Dodgson, Gann and Salter (2006); Vodafone is facing
a retention issue for its employees where usually the employees switch their reliabilities with it.
4.4.
Descriptive Analysis
Question 01
41
We apply IT software to create supreme quality by the use of advanced technology

Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
34
34.0
34.0
34.0
Agree
13
13.0
13.0
47.0
Neutral
21
21.0
21.0
68.0
Disagree
18
18.0
18.0
86.0
Strongly Disagree
14
14.0
14.0
100.0
100
100.0
100.0
Total
Table 5: IT software to create quality using advanced technology
Figure 5: IT software to create quality using advanced technology

The data analysis showed that, the responses from the employees of Vodafone disclosed
that 47% of the participants of research are in favor of IT software in order to produce the
ultimate quality with advanced technology; 32% of the respondents do not agree the idea of the
application of IT software and technological advancement at Vodafone in order to produce the
42
ultimate quality of services and products offered by the company. Where almost 21% of the
employees of Vodafone were neutral regarding the statement, this showed that either they are
unaware regarding the IT role contribution in the development of quality or they probably have
not understood the question properly. According to Yoo, Henfridsson and Lyytinen (2010), IT
plays a vital role in quality improvement of operations in any organization. It is identified that
with the aid of Information technology, software organizations can increase their efficiency and
competence equally at the same time by refining their services.
Question 02
My organization is highly efficient in hiring IT professionals
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
21
21.0
21.0
21.0
Agree
30
30.0
30.0
51.0
Neutral
10
10.0
10.0
61.0
Disagree
30
30.0
30.0
91.0
9.0
9.0
100.0
100
100.0
100.0
Strongly Disagree
Total
Table 6: Highly efficient in hiring IT professionals
43
Figure 6: Highly efficient in hiring IT professionals

The table and graph demonstrated above show the results regarding the companys
efficiency in hiring IT professionals. The practice, of hiring IT professionals by Vodafone, was
considered efficient by 51% of the employees. On the other hand, 39% disagree to the efficiency
of human resource hiring expertise of the organization. The data in the above table are
conflicting because 30% of the respondents agree and 30% disagree with the statement,
consequently no solid verdict can be drained from the results extracted. The extracted data show
that Vodafone employees dont have good knowledge of their company strategy.
Mitchell, Carew and Clift (2004), stated that IT professional improves Vodafones
competency for elevated yield and product delivery of ultimate services to the valued clients.
Whereas, Nasimiyu, (2013) stated that the companys performance has no dependence on the
productivity and performance of one sector only; it also unified the effort of all the crossfunctional lineup functions of the organization.
Question 03
44
There are many information systems in charge at Vodafone

Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
10
10.0
10.0
10.0
Agree
29
29.0
29.0
39.0
Neutral
8.0
8.0
47.0
Disagree
28
28.0
28.0
75.0
Strongly Disagree
25
25.0
25.0
100.0
100
100.0
100.0
Total
Table 7: Information systems in charge at Vodafone
Figure 7: Information system in charge at Vodafone

The above table and graph demonstrates the responses of employees of Vodafone,
regarding the functional information system of the organization. According to Fichman, Kohli
and Krishnan (2011), information system can be a great aid for cost reduction and improved
quality outcomes. The collected data of the research demonstrate that from 100 respondents, 10%
strongly agree the statement, the vitality and their association with IT systems at Vodafone.
45
Where, 29% just agree the statement. 8% were neutral while 28% disagreed to the statement and
25% strongly disagreed that they disbelieve the use of different IT systems in Vodafone. The
gathered results are contradicted and that makes it difficult to analyse the current position of the
company. It is not possible to clearly state that if the company using different IT systems or not.
Question 04
My organization have applied customer relationship management software in order to
effectually deal with customers
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
50
50.0
50.0
50.0
Agree
16
16.0
16.0
66.0
Neutral
23
23.0
23.0
89.0
Disagree
9.0
9.0
98.0
Strongly Disagree
2.0
2.0
100.0
100
100.0
100.0
Total
Table 8: Applied CRM to effectually deal with customers
Figure 8: Applied CRM to effectually deal with customers
46
The graph above demonstrates the results showing responses from employees regarding
CRM practice in Vodafone for the effective dealings with customers of the company. The results
reveal that 66% employees agree the implementation of CRM. There were 11% who disagreed
with the practice at Vodafone. Where according the analysis of results, 23%, which is a major
part, were neutral for the statement. The employees showing neutral behaviour are a point of
concern for the organization the reasons could be numerous. According to Carew and Clift
(2004), as long as CRM is practiced, it enabled the software companies to certify whether the
management of the organization is efficient in resolving the queries and complaints from
customers timely and satisfyingly or not. It aids the organization in record keeping and tracking
of queries and complaints from the customers. The current environment has established a
customer oriented business market in which existence and sustainability is not possible for any
organization without considering customer satisfaction in the priority list. The ignorant
organizations have to bear the loss of revenues resulting in a consumers shift to other brands.
Question 05:
My organization considers IT as an essential aspect to be implemented

Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
22
22.0
22.0
22.0
Agree
29
29.0
29.0
51.0
Neutral
11
11.0
11.0
62.0
Disagree
29
29.0
29.0
91.0
9.0
9.0
100.0
100
100.0
100.0
Strongly Disagree
Total
Table 9: IT as an essential aspect to be implemented
47
48
Figure 9: IT as an essential aspect to be implemented

The extracted results showed that from 100 employees 22% of the employees strongly
agree, 29% agree, and 11% remain neutral in terms of acknowledging vitality of IT system.
Where 29% disagreed to the statement and just 9% strongly disagreed, believing there is no
vitality of IT implementation at Vodafone. On the contrary, the number of employees who agreed
and disagreed with the statement is equal. Likewise, it is also detected by Eisma, et.al, (2004)
that the number of organizations adopting information system is increasing day by day,
particularly in the mobile industry, as the essentiality is becoming crucial due to the vitality of
the phenomena in production of an improved and competent service delivery.
Question 06
49
We use network and communication software at Vodafone

Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
35
35.0
35.0
35.0
Agree
15
15.0
15.0
50.0
Neutral
18
18.0
18.0
68.0
Disagree
21
21.0
21.0
89.0
Strongly Disagree
11
11.0
11.0
100.0
100
100.0
100.0
Total
Table 10: Network and communication software at Vodafone
Figure 10: Network and communication software at Vodafone

The extracted results from the graph represented that half of the Vodafone employees are
aware of Vodafone using networking and communication system for improved operationally and
efficiency, but 32% of the employees disagreed with the statement and 18% remain neutral. The
communication industry is been boosted to a leading position because the technological
advancement alliance in the current strategic policies of the industry (Tallon, Kraemer and
Gurbaxani, 2000). Andreessen (2011) indicated telecom enterprises are using communication
systems for benefiting themselves by cultivating communication and networking system in order
to build a connection with their customers, but the list of benefits do not ends here, the inter
50
organizational communication network is also a blessing of the system that collaborate the
strategy and process across the organization.
Question 07
Changing technological aspects results in gaining competitive advantage
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
20
20.0
20.0
20.0
Agree
33
33.0
33.0
53.0
61.0
Neutral
8.0
8.0
Disagree
18
18.0
18.0
79.0
Strongly Disagree
21
21.0
21.0
100.0
100
100.0
100.0
Total
Table 11: Technological aspects in gaining competitive advantage
Figure 11: Technological aspects in gaining competitive advantage

The above mentioned graph is a sketch identifying competitive advantage, gained from
the technological change. The extracted results reveal that 20% employees strongly agreed the
mentioned phenomena, that is, the company can benefit competitive advantage with IT solutions;
contradictory to it, 21%of the employees strongly disagreed to the statement. Likewise, 33% of
the workforces agreed with the statement, whereas, only 18% of the employees disagreed with it.
8% employees were neutral against the statement. The results reveal that the majority of the
employees at Vodafone accepted that IT can be used to gain competitive advantage in the
51
telecom industry. The previous studies also support the results extracted, stating that
technological advancement is a major contributor of brand promotion and recognition
universally, that enables an association to attain a competitive edge in the industry (Rahimian
and Ramsin, 2008). Furthermore, observed by Abrielsson and Kirpalani (2004), IT system and
technological advancement are the grounds on which organizations competing in todays world.
Technology not only delivers a competitive edge to the company, but also aid business in
decreasing their cost.
Question 08
Incorporation of IT is essential in mobile industry to succeed
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
26
26.0
26.0
26.0
Agree
31
31.0
31.0
57.0
Neutral
11
11.0
11.0
68.0
Disagree
23
23.0
23.0
91.0
9.0
9.0
100.0
100
100.0
100.0
Strongly Disagree
Total
Table 12: Incorporation of IT in mobile industry
52
Figure 12: Incorporation of IT in Mobile Industry

The aforementioned table and graph portrayed the response of employees regarding the
collaboration of IT and mobile industry. The data reveals that, 57% of the employees agreed the
necessity of IT for the mobile industry to prosper while, 32% of the staffs disagreed the
incorporation, whereas, 11% of the employees stay neutral for the statement. Rahimian and
Ramsin (2008) identified that incorporating IT in the mobile industry benefits the organization in
order to develop and boost its output, which results in the establishment of the cost cutting
strategy and healthier results.
Question 09
53
Continuous fluctuations in the mobile phone industry enable us to bring improvisations

in IT.
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
19
19.0
19.0
19.0
Agree
31
31.0
31.0
50.0
8.0
8.0
58.0
Disagree
23
23.0
23.0
81.0
Strongly Disagree
19
19.0
19.0
100.0
100
100.0
100.0
Neutral
Total
Table 13: fluctuations in the mobile industry
Figure 13: fluctuations in the mobile industry

The results shown in the graph above represents the responses concerning constant
variation in the mobile industry that allow the industry to infuse IT in the system. As of the above
outcomes, it is originated that 50% of the employees agree the fluctuation or variation in the
mobile industry while 42% employees disagree that. The outcomes disclose that numerous
modifications that can be implemented across the workforces Vodafone identified due to the
54
contradiction of the statements. Hence, it cannot be analyses if the fluctuations in the mobile
industry are useable for improvisation or not. By the analysis so far, the outcomes also presented
that employees of Vodafone have different opinions in most of the observations. The revenue
multiplication along cost cutting is the most crucial sustainability formula for the organization in
the current era of neck to neck competition. Fluctuation in the mobile industry effected business
profits that can stabilize by adoption of technological advancement (Tallon, Kraemer and
Gurbaxani, 2000).
Question 10
Board of directors and executives at Vodafone take continuous steps to bring
necessary amendments in IT operations
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
42
42.0
42.0
42.0
Agree
13
13.0
13.0
55.0
Neutral
17
17.0
17.0
72.0
Disagree
19
19.0
19.0
91.0
9.0
9.0
100.0
100
100.0
100.0
Strongly Disagree
Total
Table 14: Steps to bring amendments in IT operation
55
Figure 14: Steps to bring amendments in IT operation

The above-mentioned table and graph imitates the employees responses regarding the
amendments made by the board of directors and management in order to adopt and improvise the
IT operations. The yields show that employees showing agreement for steps taken by
management in Vodafone are 55% where 28% disagreed with the statement and 17% stayed
neutral. This evidently discloses that employees of Vodafone are not much aware regarding the
decisions of their board of directors; this is due to the reason that the majority of the employees
working in Vodafone are not so old with the company and though they do not have much
knowledge of the management policies and actions. Barnes and Scornavacca (2004) stated that
the steps taken by management are very important, it is necessary to face the hurdles
organization is facing internationally, for example global competition, brand reorganization, and
market turnovers. Yaeger and Sorensen (2009) stated that employees should be aware of all the
necessary steps taken by the management and management is responsible to make necessary
arrangements in order to deliver the necessary knowledge regarding it. It would help them
working accordingly, and for even better results employees should become a part of decisionmaking process.
Question 11
We are encouraged to bring about the change in our IT operations to appeal customers
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
50
50.0
50.0
50.0
Agree
16
16.0
16.0
66.0
Neutral
23
23.0
23.0
89.0
Disagree
9.0
9.0
98.0
Strongly Disagree
2.0
2.0
100.0
100
100.0
100.0
Total
Table 15: Encourage to bring change in IT operations
Figure 15: encourage bringing change in IT operations

The outcome revealed the employees' responses regarding the encouragement from
Vodafone in bringing changes in IT role and operations for attracting customers. In such
situation, 66% of the overall employees agreed with the steps taken by Vodafone to encourage
the IT operations for dealing with the employees professionally, while 9% of the employees
disagreed with the practice of operations in Vodafone. Mitchell, Carew and Clift (2004),
recommends that applying IT changes in production helps in maintaining a position, and it
decreases time, efforts and exploit production of the company for better results.
56
Question 12
My organization is effective in identifying the areas where change is necessary to
implement with respect to IT
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
26
26.0
26.0
26.0
Agree
29
29.0
29.0
55.0
Neutral
10
10.0
10.0
65.0
Disagree
26
26.0
26.0
91.0
9.0
9.0
100.0
100
100.0
100.0
Strongly Disagree
Total
Table 16: Identifying areas where change is necessary to implement
Figure 16: Identifying areas where change is necessary to implement

The responses show that 55% employees agreed to the statement about Vodafone
optimism in efficiently recognizing the slots where changes are required with respect to IT
implementation. While 35% employees disagreed about the organizational effectiveness in
recognizing areas which needed changes necessarily. Scharl, Dickinger and Murphy, (2005)
57
58
found that organizational effectiveness can only be magnified when consumers needs and
demands are identified, explored and meet in order to expand productivity, turnover and overall
efficiency of a company.
Question 13
All the employees work together in order to see the development that has taken place
by altering IT functions
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
25
25.0
25.0
25.0
Agree
25
25.0
25.0
50.0
Neutral
6.0
6.0
56.0
Disagree
26
26.0
26.0
82.0
Strongly Disagree
18
18.0
18.0
100.0
100
100.0
100.0
Total
Table 17: Employees work together to see the Development
Figure 17: Employees work together to see the development

The aforementioned table and graph replicates the views of workers regarding the role of
employees to work for the growth extracted as a yield of changing IT functions. The results
59
found that 50% employees accepted that they make collective efforts to see the development,
while 44% disagreed with the given statement. Human resource vitally participates in the growth
of the industry to uphold and improve the companys position and presentation in the mobile
industry (Scharl, Dickinger & Murphy, 2005).
Question 14
Change in the customer demands towards the mobile phone services brings about the
necessity for change in IT as well
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
50
50.0
50.0
50.0
Agree
16
16.0
16.0
66.0
Neutral
23
23.0
23.0
89.0
Disagree
9.0
9.0
98.0
Strongly Disagree
2.0
2.0
100.0
100
100.0
100.0
Total
Table 18: Change in customer demands towards mobile phone services
Figure 18: Change in customer demands towards mobile phone services

The above mentioned results portrayed that 66% of the employees agreed that changes in
consumer demands as a result of needed changes in IT industry while 11% of them disagreed that
changes in IT sector is due to change in customer requirements and demands towards mobile
60
phone service. Mller (2006) presented that reviewing the customers response to changes
occurring in the product enables the organization to empower customers to retain the market and
achieving future growth.
Question 15
My organization conducts survey to make its products more customized by enhancing
IT functions
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
21
21.0
21.0
21.0
Agree
29
29.0
29.0
50.0
Neutral
10
10.0
10.0
60.0
Disagree
31
31.0
31.0
91.0
9.0
9.0
100.0
100
100.0
100.0
Strongly Disagree
Total
Table19: Company conducts survey to make customized products
Figure 19: Company conducts surveys to make customized products
61
The results mentioned above composed from the responses of employees of Vodafone for
testing the impact of IT on structural changes and growth. It is found here that 50% of the
employees agree the proposed statement that the company is conducting surveys in order to
modify products and services expanding its functionality. But 40% of the respondents disagreed
with the existence of the practice in Vodafone. Hilbert, and Lpez (2011), recommended that
surveys conducted by the company have a crucial aspect in the development of organizational
strategies for recognizing demand trends in the mobile industry. It is necessary to attract
consumers in order to promote brand loyalty which certifies improvement and boost in
organizational performance standards.
Question 16
IT changes are essential in generating more revenues as it enable the organization to
prosper
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly Agree
36
36.0
36.0
36.0
Agree
12
12.0
12.0
48.0
Neutral
18
18.0
18.0
66.0
Disagree
24
24.0
24.0
90.0
Strongly Disagree
10
10.0
10.0
100.0
100
100.0
100.0
Total
Table 20: IT changes are essential to generate revenue
Figure 20: IT changes are essential to generate revenue

The graph and table mentioned above are a demonstration of the employee responses
regarding IT change implementations that leads to expanded profits, resulting in organizational
development. Here 48% of the employees agree with the idea while 34% disagreed with it. For
industrial growth and financial prosperity IT plays an important role as it helps in revenue
generation by aiding turnovers of sale for a given span of time (Sittig and Ash, 2011).
4.5.
Correlation Analysis
62
63
Correlations
Informationtech
nology
Informationtechnology
Pearson Correlation
Strategichange
.844**
Sig. (2-tailed)
.000
N
Strategichange
Pearson Correlation
100
100
**
.844
Sig. (2-tailed)
.000
100
100
Table 21: Correlation Table

The statistical correlation inspects the relationship between the variables (Kinnear and
Gray, 2006). The results mentioned above portray a positive relationship between the variables.
The conclusion is based on the value of the Pearson correlation in the above table that is 0.884
presenting that IT system has a heavy 88.4% impact on the strategic change in Vodafone. The
significant value is also below 0.05 showing that the proposed statement of the researcher has
been accepted.
4.6.
Regression Analysis
Model Summary
Model
1
R
.844
R Square
a
.712
Adjusted R
Std. Error of the
Square
Estimate
.709
.38279
Table 22: Model Summary

The value of R is 0.844 in the above mentioned table, portraying the strength of the
relationship between the two variables; strategic change and IT, which is very strong here
predicted from the results. The value of R square in the table examines the disparity in the
64
responses. The value 0.712 shows that 71.2% of the responses were around the mean value, it
explains that the majority of the low variation was found in the collected data.
4.6.1. Regression
a. Dependent Variable: Strategichange

b. Predictors: (Constant), Informationtechnology
Table 23: ANOVA Table

The ANOVA table expresses if the hypothesis is accepted or rejected by the study
(Kinnear and Gray, 2006). Here, the significant value is about 0.000, which is less than 0.005
presenting that the hypothesis of the study has been accepted and therefore, it is proved that
Information technology has a significant impact on the strategic change. Another confirmation of
the phenomena is, the value of F-stats is about 241.948 means there is a significant impact of
independent variables on the dependent variable.
Coefficientsa
Standardized
Unstandardized Coefficients
Model
1
Std. Error
(Constant)
.228
.152
Informationtechnology
.854
.055
a. Dependent Variable: Strategichange
Table 24:Coefficients table
Coefficients
Beta
.844
Sig.
1.498
.137
15.555
.000
65
The statistical method used by the researcher was regression; regression examines the
impact of the independent variable on the dependent variable. The tables here illustrate the
results of the variables tested. The results display that there is a positive relationship of 84%
between the two variables.
4.6.2. Regression Equation
Y= + X1
In the equation above
Y= Dependant Variable (Strategic Change)
= Constant
= Coefficient of independent variable
X1= Independent Variable (Information Technology)
Strategic change=.228+.854Informationtechnology
By considering the above mentioned equation, the conclusions can be drawn that IT systems of
Vodafone are modified per unit will result in 84.5% strategic change in the organization.
4.7.
Interview Analysis
4.7.1. Position of the employees in developmental changes brought by application of IT in

the organization
The answers from most of the managers revealed their agreement in acceptance of
vitality of the human resource role in the application of IT for bringing revolution in the
development of the organization; but few of the respondents were in favor of typical working
practices and do not stress on IT implementation as they do not regard it important for
organizational development. According to Carter, Ulrich and Goldsmith (2004), IT not only
improves the business, it regulates the business and its affect not only business development, but
the growth of business professionals by collaborating a wide range of skills and competences.
66
4.7.2. IT application and development in work is backed and facilitated by IT resources

The majority of the managers agrees that IT resources to facilitate and support the organization
and employees in operation and development process for the organization. Employees disclosed
that at the Vodafone maximum functions are performed with the help of IT.
It is apparent that IT is a vital requirement for gaining customers and aiding the development
process in organizations; where some of the employees havent accepted that IT provision in
organizational development. According to Krajnc and Glavi (2005), IT aid an organization to
increase its productivity and rule to bring greater provision that diminishes the companys labor
cost, overall cost, efforts and make daily operation time efficient.
4.7.3. The companys nature of getting improvements in present IT applications in the company
The answers from the executives displayed positive responses for the present IT
applications in getting organizations improvements that expands the organizational competence
and output, where few of them responded that company is not applying enough initiatives to
progress business development. According to Matthing, Sandn and Edvardsson (2004),
organization aided development should be lead on continuous basis to extract an intense change
in the organizational performance in mobile industry.
4.7.4. Define organizational IT achievements to date

IT engagements at Vodafone are vital tool to attain organizational performance at the
required level. In the current case, the managers mostly were in favour of implication of IT
changes in the company while few of the executives neglected the idea and stated that there is no
vitality of IT software and tools in the operating activities of the organization. Matthing, Sandn
67
and Edvardsson (2004), said that an association with efficient technology and its application in
the regular operations holds foremost position in the consumer market, internationally.
4.7.5. The essential aspects for IT promotions in the company
Most of the managers were positive for the approach that there are numerous vital aspects
that are obligatory to encourage IT in the organization, which contains levels of assets induced,
output and level of substructure. Rendering Gunasekaran and Ngai (2004), IT improves the
businesss output, expands growth, substructure, and decreases human resource budget and cost,
which is valuable for the company.
4.8.
Hypothesis Assessment
The aim of the research was measuring the role of information technology in bringing
strategic organizational change and development in industry of mobile phone: A case of

Vodafone
S. No.
1
Comment
Hypothesis
IT and strategic organizational development and
Significance Value
.000
s
Accept
change are positively related

The results showed that there is a positive impact of IT on the strategic organizational
change and development in industry of mobile phone.
4.9.
Discussion
Objective 1: To study the importance of IT in the organizational development and organizational

change
68
The very first objective of the study proposed by the researcher was theoretical in nature.
The objective was positively accomplished by examination of past researches articles and
literatures. The purpose of proposing this objective was to examine the significance of IT in the
organizational development. Form the studies obtainable in the second chapter of the research; it
is revealed that IT plays essentially a significant and vital role in bringing developmental
resolution and gaining an industrial competitive edge. According to Eason (2005), in the modern
world, IT has a significant role in the procedure of administrative development and change. It has
an important impact on the functioning events to fulfil customers demands and necessities along
cost effective tools to decrease companys cost.
Objective 2: To analyze the importance of information technology for the successful execution
of strategic organizational growth and development and implementation of organizational change
in Vodafone.
In the current research, the aim of the researcher is to examine the vitality of IT for
efficient and effective implementation of strategic change and development in Vodafone.
Buganza, Dell'Era and Verganti (2009) offered that management revolution and modification get
complex in undefined and uneven situations and become a big challenge for technology
grounded businesses. It is significant for the mobile industry to grow and device IT activities to
eliminate barriers among companys output and customer's complications.
Objective 3: To recognize and assess the use of information technology utilized by Vodafone for
their organizational growth and change implementation procedure.
69
The current objective is fulfilled by surveying the employees of Vodafone. The results
predicted that IT has vitality in bringing strategic change. Where some of the employees also
deny the phenomena, but by considering the majority of the managers' responses during the
interview it is stated that Vodafone is aware of the fact and is significantly utilizing IT systems
for the purpose of establishing development procedures and process change in the organization.
Auster, Wylie and Valente (2005), found that flexibility in organizational policies and
strategies are the need of the current era in order to catch the pace of a changing external
environment and innovations. This study objects to discover the IT provisions at Vodafone, this
supports the adoption of new procedures and strategies.
4.10.
Summary
In this chapter, the data was gathered from Vodafone workforce. Respondents were 100
employees and 5 managers of the company; the study data was collected by using questionnaire
to achieve the results. For data analysis and results extraction the SPSS application has been
used. The outcomes of the descriptive analyses disclose that maximum number of the employees
contradicts extremely and there exists a humongous difference of opinion within the workforces
of Vodafone. A good number of employees were found neutral during the study it reflects that the
company strategies are not communicated to the employees or they might have not understood
the topic of the conducted study. Where, the strategic changes of Vodafone get affected by IT. It
is revealed by analysis of the correlation and regression. The analysis shows that the study has
been effective in achieving the over-all objective. Furthermore; the hypotheses from the
researcher have also been accepted. In the next chapter, the researcher has offered
recommendations for Vodafone to improve its IT system; the researcher has emphasized
boundaries of the study so that future researchers can overcome those boundaries.
70
71
CHAPTER 05: CONCLUSION

5.1.
Introduction
The current chapter is a brief yield of the research that is attained through the data
analysis and has been concluded. The findings of the research aid the researcher to scrutinize the
objectives of the research. This chapter discusses the specific recommendations for Vodafone,
which will assist them in the future to grow, improve their performance and effectiveness in the
market in order to gain a competitive edge. The recommendations for future researchers were
also mentioned in this chapter; while, the limitations of the research that were met by the
researcher while leading the research were also discussed in the chapter. Finally, this chapter
discusses the accumulated results of the research.
5.2.
Summarized Findings
The objective of the research was apparent; it was to find the relationship between IT and
the strategic change and development. The accumulated findings extracted from the results
explain that technology adopted by the organizations result in higher profitability in the market.
The analysis of the results shows that the advancement of technology enables organizations to
enjoy healthier relations with their customers by delivering supreme quality service and solving
their queries timely, efficiently and effectively.
The results displayed that the shift of technological characteristics in the market benefits
the business to lead competitive advantage. For achieving competitive advantage in the mobile
industry, the application of IT is preferred as a dynamic strength. The results specified that the
non-stop progression in the mobile industry, delivers frequent chances for the businesses to carry
72
innovative ideas and products in the market. The results portrayed that the workers of Vodafone
support the effective change management.
The outcomes also presented that the constant and time-to-time changes in management
support the organization to accomplish organizational profits by recognizing the requirements of
the consumers, and bringing innovative and exclusive products in the market. For the last
decade, the buying behaviour of the consumers is varying due to the progressive standards of
economy and consumers. The consumer gives more priority to the products having innovative
and unique features, design and excellence. For consumer retention in the long run, the
companies have to ensure performing investigation for buying patterns of consumers.
According to the findings of the results, the interview responses gathered from the
managers represented that the IT imposes a vital impact on companies overall growth and
performance. The results stated that the influences that are critical for encouraging information
technology in the organization are the pillars for achieving less operational cost and efficiency.
The overall findings of the results presented that the IT is the most speedily varying feature of
mobile phone industry; there is a need to implement rapid changes in technology in order to
maintain their sustainability in the market share. The organizations who are not adopting the
modification are facing great difficulty in market retention and are not able to survive in the
market competition.
The positive relationship between the IT and strategic development in organizations
generate opportunities for the business to produce innovative and market competitive products
according the consumer needs and demands.
5.3.
73
Recommendations to Vodafone
Vodafone is the second major telecommunication company and it is professionally
carrying out all its operations, globally. The recommendations for performance improvement for
Vodafone are as follows:
First, it is recommended that immediate steps should be taken for reducing employee
turnover rate and increasing employee retention for better performance.

It is also recommended to the company that strategic and developmental decision of the
organization should be well communicated to the employees as well the organization
should gain an awareness of vitality of IT. The recommendation is drawn on the basis of
collecting data analysis that shown variations in employee responses.

The company needs to adopt a learning environment and embrace change for business
sustainability and market position maintenance and fulfilling the consumer needs and
requirements.
Monthly analysis of competition should be done by Vodafone in order to analyze the

trends in markets; it would be aided by Vodafone for effective strategy development and
getting a competitive edge in the market.
A strategic change implication is needed in Vodafone for improving operational cost

system.
5.4.
Research Limitations
The research limitation can be distinct as it can be affected by the problems that were
faced during the studies by the researcher. The limitations identified here are sample size; the
size of the selected sample was 100 respondents from one organization in mobile phone industry
74
that is Vodafone. The small sample size can affect the results extracted; better results would have
extracted if the sample size selected would be larger. Another limitation of the research was the
risk of insufficient and inappropriate responses of the employees as they can affect the overall
results. The neutral responses were also considered as a constraint. Additionally, the time
limitation was another boundary for the research that the researcher faced during the research.
The research would have delivered healthier outcomes if the researcher was not limited to a
certain time period.
5.5.
Personal Reflection
The study was very helpful for me. First of all, it was a learning platform started with a
selection of a unique topic on which sufficient data was already accessible, and at the same time
is interesting to grab the attention of the reader. After the selection of the topic, the next step was
to device and design SMART objectives for the research. I also learned how to do critically
analyse the data and information. It enhanced my knowledge regarding discovery of gaps in the
earlier studies. Chapter three of the study helped me a lot in modifying my understanding about
research methods. In this chapter, I determined about numerous research techniques and
strategies. Furthermore, I similarly gained knowledge about numerous sampling techniques. The
survey and the interviews also aided in improving my cognitive and interactive skills. Alongside
the topic of the study, I learned some other operational aspects about Vodafone, which are not
needed and are not part of this research; but are helpful for my professional career, and skill
development. The research has also educated me about data explanation and the practice of SPSS
was very stimulating for me. I got command over many applications of SPSS such as regression
and correlation analyses. I am grateful to my supervisor for supervising me during the study.
5.6.
75
Conclusion
The finding of the results showed a positive relationship between the IT and the strategic
organizational development and change. The significant relationship between the variables
presented that Vodafone essential to bring constant changes in the corporate to enjoy a
competitive advantage in the market.
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84
Appendices
Appendix 1: Questionnaire
This questionnaire is devised for Vodafone employees as a necessity of this research for finding
the role of IT towards Strategic Organizational Development and Change in Mobile Phone
Industry.
Please record your response. Your valuable Opinions Countsalot!
From which gender do you belong?
Male
Female
In what age group do you lie?
20yrs 30yrs
31yrs 40yrs
41yrs 50yrs
51yrs +
In which span of time do you lie regarding associated with Vodafone?
1yr or less
1yr 5yrs
5yrs 10yrs
10yrs +
S/No
Questions
1
2
3
We considered application of
IT software to
produceultimatequality by the
use of advanced technology
Vodafone is extremely efficient
in employing IT professionals
There are numerous IT
systems in use of Vodafone
Strongly
Agree
Agree
Neutral
Disagre
e
Strongly
Disagree
5
6
7
8
Vodafone haspracticed
customer relationship
management software
foreffectively dealing with
customers
Vodafone considers IT as a
vitalfeature to be applied
Vodafone uses network and
communication software
internally
Changing technological
aspects outcomesincreased
competitive advantage
Combination of IT is essential
in mobile industry to prosper
Strategic Organizational Change and Development
Nonstopvariations in the
mobile phone industry allow
Vodafone to bring
improvisations in IT.
Board of directors and
managers at Vodafone take
constant steps to bring
essentialmodifications in IT
operations
Employees are encourage to
bring about the modification in
their IT operations to attract
customers
Vodafone is efficient in
recognizing the zones where
changesareessential to
implement with respect to IT
All the resources work
together for the development
that has taken place by
modifying IT functions
Variation in the customer
demands for mobile phone
services brings about the need
for modification in IT
Vodafone conducts survey to
make its services customized
by enhancing IT functions
85
IT modifications are vital in

producing more profits as it
allow the organization to
succeed
86
Appendix 2: Interview Questions
1. Where you position yourself in application of IT in the organization to bring
developmental changes?
2. How would you describe the IT resources necessities and facilities at your view for IT
application and development in work?
3. What is the companys nature for getting improvements in present IT applications in
company?
4. How would you define organizational IT achievements to date?
5. Which factors would you deliberate as essential aspects for IT promotions in the
company?
87

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Running Head: Information Technology

[Degree Title], [university], 20XX

Thesis Submitted in Partial Fulfilment

Rationale of the Research..............................................................................................3

Research Aim and Objectives........................................................................................4

Importance of the Study................................................................................................5

Scope of the Research...................................................................................................5

Outline of the Research.................................................................................................6

CHAPTER 02: LITERATURE REVIEW.......................................................................................9

The Introduction and Importance of Organizational Change........................................9

The Process of Organizational Development and Change..........................................12

The Importance of Information Technology...............................................................14

Advantages and Disadvantages of Information Technology.......................................16

Challenges for Information Technology......................................................................18

Impact of Information Technology on Performance of a Company............................20

The Impact Of Strategy And Strategic Organizational Change On A Companys

Factors Affecting Strategic Organizational Change and Development.......................24

Relationship between I T and Strategic Organizational Change & Development...25

Hypothesis of the Study...........................................................................................26

2.12.1.1. Independent Variables..................................................................................27

CHAPTER 03: METHODOLOGY...............................................................................................29

Research Approach and Design...................................................................................30

Sampling Design and Data..........................................................................................31

Data Description & Sample Size.................................................................................32

Ethical considerations of the Study.............................................................................33

CHAPTER 04: DATA ANALYSIS AND DISCUSSION.............................................................37

Position of the employees in developmental changes brought by application of

IT application and development in work is backed and facilitated by IT resources

The companys nature of getting improvements in present IT applications in the

Define organizational IT achievements to date....................................................68

The essential aspects for IT promotions in the company.....................................68

CHAPTER 05: CONCLUSION....................................................................................................72

Rationale of the Research

Research Aim and Objectives

To study the importance of information technology in the procedure of organizational

To analyze the importance of information technology for the successful execution of

Why the information technology is important in the procedure of organizational growth

Why the function of information technology is helpful for execution of strategic

Importance of the Study

Scope of the Research

Outline of the Research

of information technology in the strategic change and growth of an organization, particularly in

CHAPTER 02: LITERATURE REVIEW

The Introduction and Importance of Organizational Change

The Process of Organizational Development and Change

Figure 1: Change Model: (Source: Schwalbe, 2013).

implementation process. According to Kurt Lewin change should be considered as a process of

The Importance of Information Technology

operational activities. In reality, technological advancements in information technology have

Advantages and Disadvantages of Information Technology

Improvement in IT industry helps many organizations to become capable of providing

Challenges for Information Technology

Impact of Information Technology on Performance of a Company

The Impact Of Strategy And Strategic Organizational Change On A Companys

Factors Affecting Strategic Organizational Change and Development

Relationship between I T and Strategic Organizational Change & Development

change and development in any organization. As information technology improves, it ultimately

Hypothesis of the Study

Following the research framework has been adopted in this study.

Strategic Organizational Change

scholarly publication on organizational change and strategic development. Additionally, this

CHAPTER 03: METHODOLOGY

Research Approach and Design