Option One is chosen from two provided topics for this essay

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Introduction 

The shift that appears as emerging digital technologies and business models impact the value proposition of traditional goods and services is known as digital disruption. A transition often referred to as the consumption of IT, the rapid growth in the usage of mobile devices for personal use and work has raised the prospect for digital disruption in many industries (Bughin, 2017).  In order to achieve a competitive edge, it is necessary for organisations to accept digital disruption. Typically, when an industry is undergoing digital transformation, it signals that customer needs are changing. Therefore, the digital disruption gives a better idea to companies regarding human behaviours and trends that would occur over time for which companies drive innovation and brainstorm ideas to develop products, channels and services that are entirely unique. 

Thus, this requires organizational change and the new cultural behaviours in addition to the changing usage of technology by the organizations. Digital disruption continues to change the corporate world dramatically. Artificially intelligent innovations are addressing an increasing number of complex activities, those that operate by creating and applying human-like logic. The advantages of AI's ongoing development are likely to be far-reaching (Sibanda et al., 2020). Therefore, the digital disruption in the businesses have led to the adoption of increased automation, Artificial Intelligence (AI) and social media tools possessing their own implications for the businesses as well.  

Findings and discussion

There is increased adoption of the forms of digital disruptive technologies in the workplace and especially internationally, so I agree with the statement “Digital disruption is affecting all organizations, impacting not only how businesses use technology, but also how they drive innovation, organizational change and new cultural behaviours”.  Digital disruption is a transition that new digital technology and business models are triggering. The value of current goods and services sold in the market can be influenced by these creative new innovations and models. The first one to bring cameras to the mass market was Kodak. For the most of the 20th century, they monopolised the markets but sadly failed to cope up with the shifting identities of their consumers and the shifting desires and demands that came with them (Skog, Wimelius and Sandberg,2018).  Kodak initially had its target customer classified as female but the male digital camera market grew up. This helped brands such as Sony and Canon with their innovative technology and approaches to jump in and capture the hearts of customers, while Kodak stayed to their guns and resisted the transition for as long as they could. The adoption of such technologies is also increasing internationally. For instance, the Netflix’s future plans include the growth of same adoption level internationally that they have received yet in the United States.

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