With its extensive experience in office leasing, Hanoi Office has the opportunity to expand its operations by repurposing unused real estate projects, implementing technological advancem
Research rationale - - ô+ 1E vn ng ngư 1 2 Literature T€VICW HH TH Tho TH HH TH Thờ 3
Technology s1 TH TH HH ngư 5
A Deloitte study by Michael Grampp et al (2018) emphasized technology's role, alongside other dimensions, in crafting a workplace ecosystem characterized by flexibility, collaboration, and connectivity The research advocates for technology in workplaces to foster collaboration and to gauge space utilization Enikố Matyus (2021) underscores the necessity of internal digital platforms, proposing that coworking operators and companies digitize managerial processes for optimal utilization of digital services. Accordingly, the services needing modification include working point/room reservation, subscribing to memberships, entering premises, reception processes, and signing contracts, among others The objective is to shift these activities to a contactless format, minimizing interactions between individuals This also necessitates introducing online approaches to maintain the communal nature of the endeavor, like virtual welcome sessions and scheduled discussions to acquaint new members °.
Coworking Resource recognizes the significance of tailoring technology tools to meet the specialized requirements of coworking businesses They outline six primary goals for coworking spaces: improving user experience, enabling business scalability, accommodating remote workers, stimulating ecosystem growth, supporting startups, and providing exceptional value Each of these goals is essential for the effective operation and growth of a coworking business.
With its extensive experience in office leasing, Hanoi Office has the opportunity to expand its operations by repurposing unused real estate projects, implementing technological advancements, and offering franchise
6 Eniké Matyus (2021), Digitalization of Coworking Space Services, Proceedings of the International Conference onBusiness Excellence opportunities to potential investors seeking entry into this market However, this expansion can lead to operational discrepancies, such as differing seat prices by location or varying parking ticket costs, or the printing process. Therefore, careful consideration is required when implementing technology solutions Factors to weigh include customization of the tool, ease of use, white-label capabilities, community features, and other space management solutions.
Coworking Resource has identified nine integration features essential for a coworking ecosystem’:
Access control CRM Visitor management
Currently, these features are already offered by specialized software providers like Nexusdus and Officernd, including automated billing, package tracking, visitor registration and check-in, document printing for members, access control, digital signatures, advanced reporting, contactless meeting room reservations, helpdesk and FAQs, and perks and discounts’ It is tailored to meet the specific needs of coworking space, with monthly billing.
Gimpel et al (2018) presented six action domains to master for organizational digitalization, one of those is the value proposition.
7 Coworking Resource, Coworking Management Software: How to choose the right solution for your business: https://en.coworkingresources.org/hubfs/Coworking/cwr- software.pdf? hstc=1 1733227.c5c6a7bdcdcf32974d8c0d209cb9ef2d 1689574046237 1689574046237 1689574046237. 1& hssc733227.44.1689574046237 & hsfp=1 106227998
8 Nexudus Solution: https://www.nexudus.com/nexudus-coworking/
Accordingly, new value emphasizes smart products, smart services, individualization, and digital ecosystems’ Coworking spaces, from their inception to the present day, remain a novel and adaptable business model catering to specific clients This type of business provides an efficient and affordable service bundle suitable for small and medium-sized enterprises (SMEs) or startups seeking flexibility Their smart service aids clients in reducing their initial office expenses and expanding their network of collaborators Furthermore, these spaces can be fashioned with a Silicon
Valley-inspired atmosphere that harmonizes elements of business and t!°.!'| and because of this, apart from the main service, the entertainmen amenities offered in coworking spaces are diverse It includes ping pong tables, gyms, snacks, childcare services, health insurance, and other features tailored to attract specific types of coworkers Robust IT infrastructure, including internet access and software tools, plays a crucial role in coworking spaces, with technology serving as the fundamental backbone for coworking practices Some coworking spaces also provide entrepreneurial workshops, programming, partnerships, and mentorship opportunities.
The value proposition of coworking spaces is innovative and intergrated in comparison with other service models available in the market, but there remains room for further enhancement An evaluation of the current status of implementing these add-on services is also warranted, recognizing that not all coworking spaces have reached the same level of service innovation.
Bouncken et al (2016) also discussed the value creation objectives of the coworking space model, which can be broadly categorized into two
9 Henner Gimpel, Sabiửlla Hosseini, Rocco Xaver Richard Huber, Laura Probst, Maximilian Rửglinger, Ulrich Faisst
(2018) Structuring Digital Transformation: A Framework of Action Fields and its Application at ZEISS, Journal of Information Technology Theory and Application
'0 Travis Howell (2022b) Coworking spaces: An overview and research agenda, Research Policy ul Waters-Lynch, J., Potts, J., Butcher, T., Dodson, J., & Hurley, J (2016) Coworking: A Transdisciplinary Overview aspects: efficiency and novelty The efficiency aspect of coworking spaces is evident in their ability to assist freelancers, startups, and small to medium- sized businesses in reducing operational and office brokerage costs Despite these cost savings, occupants can access superior facilities compared to working from home Moreover, they enjoy the flexibility to easily adjust the number of seats they utilize based on changes in their business size On the other hand, the novelty aspect of coworking spaces centers on fostering innovative ideas and an entrepreneurial mindset This is achieved through facilitating multi-dimensional interactions between coworkers, which leads to valuable connections with potential investors, partners, and suppliers for startup projects.!? Therefore, transformation recommendations for value creation must take into account these two attributes to ensure they align with the requirements of coworking space users.
Sales — Marketing process and Customer Relationship
Within the realm of B2B, several insightful studies have proposed strategies for enhancing sales and marketing efforts to identify and customer service André & Davina (2022) have put forth recommendations encompassing AI, chatbots, general sales and marketing functions, as well as digital sales channel implementation!3 Patrick & Najwa (2023) underscore the significance of market research and AI decision support in the marketing processes of B2B enterprises! However, it's important to acknowledge that not all businesses possess stable financial resources for independent investment in this domain Consequently, the option of gathering secondary
!2 Ricarda B Bouncken, Thomas ClauB, Andreas Reuschl (2016), Coworking-spaces in Asia: A Business Model Design
13 André Yang Melsom & Davina Maria Plum (2022), Digital Transformation of B2B Sales Organisations, KTH Industrial Engineering and Management.
14 Patrick Mikalef, Najmul Islam, Vinit Parida, Harkamaljit Singh, Najwa Altwaijry (2023), Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective, Journal of Business Research. data from specialized organizations and utilizing AI-driven market analysis is worth considering Once again, a research gap becomes evident in terms of the application of marketing transformation within the interconnected business ecosystem of coworking spaces Furthermore, there are no suggestions provided for addressing internal issues among salespeople during the phases of advising new clients and managing current customers. Nevertheless, the aforementioned studies can be regarded as valuable recommendations for offering essential services to corporate clients grappling with marketing challenges and seeking assistance.
The significance of culture in the digital transformation process is increasingly emphasized According to Zaoui & Souissi (2020), culture was identified as a crucial factor in 9 out of 32 studies on digital transformation. Since organizational culture can either facilitate or hinder digital transformation, it's essential to explore ways to align culture with digital transformation goals Fortunately, unlike national and individual cultures, organizational culture can be modified (Firican, 2022) Girkan & Ciftci
Cultural transformation is a key aspect of successful digital transformation (Giirkan & Ciftci, 2020) propose three strategies for aligning culture with digital transformation: aligning transformation with existing culture, adapting culture to the new status quo, or completely transforming culture Changing culture is challenging and resource-intensive, influencing the choice of change management approach for successful digital transformation.
D.A Firican (2023) highlighted the attributes conducive to nurturing a digital culture within an organization These attributes pertain to internal aspects of the business and encompass the following: minimizing functional and departmental isolation, fostering extensive collaboration across
Internal Structure G11 ng ng ngư 8
Sales — Marketing process and Customer Relationship
Within the realm of B2B, several insightful studies have proposed strategies for enhancing sales and marketing efforts to identify and customer service André & Davina (2022) have put forth recommendations encompassing AI, chatbots, general sales and marketing functions, as well as digital sales channel implementation!3 Patrick & Najwa (2023) underscore the significance of market research and AI decision support in the marketing processes of B2B enterprises! However, it's important to acknowledge that not all businesses possess stable financial resources for independent investment in this domain Consequently, the option of gathering secondary
!2 Ricarda B Bouncken, Thomas ClauB, Andreas Reuschl (2016), Coworking-spaces in Asia: A Business Model Design
13 André Yang Melsom & Davina Maria Plum (2022), Digital Transformation of B2B Sales Organisations, KTH Industrial Engineering and Management.
14 Patrick Mikalef, Najmul Islam, Vinit Parida, Harkamaljit Singh, Najwa Altwaijry (2023), Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective, Journal of Business Research. data from specialized organizations and utilizing AI-driven market analysis is worth considering Once again, a research gap becomes evident in terms of the application of marketing transformation within the interconnected business ecosystem of coworking spaces Furthermore, there are no suggestions provided for addressing internal issues among salespeople during the phases of advising new clients and managing current customers. Nevertheless, the aforementioned studies can be regarded as valuable recommendations for offering essential services to corporate clients grappling with marketing challenges and seeking assistance.
The significance of culture in the digital transformation process is increasingly emphasized According to Zaoui & Souissi (2020), culture was identified as a crucial factor in 9 out of 32 studies on digital transformation. Since organizational culture can either facilitate or hinder digital transformation, it's essential to explore ways to align culture with digital transformation goals Fortunately, unlike national and individual cultures, organizational culture can be modified (Firican, 2022) Girkan & Ciftci
(2020) propose three potential strategies for this purpose: (1) aligning digital transformation with the existing culture, (2) adapting the culture to align with the new status-quo, or (3) completely transforming the culture However, changing culture is a challenging, time-consuming, and resource-intensive process, and it also influences the choice of change management approach for a successful digital transformation (Giirkan & Ciftci, 2020).
D.A Firican (2023) highlighted the attributes conducive to nurturing a digital culture within an organization These attributes pertain to internal aspects of the business and encompass the following: minimizing functional and departmental isolation, fostering extensive collaboration across departments, establishing integrated cross-functional communities, promoting cooperation, emphasizing teamwork over individual contributions, and jointly driving business-IT digitization endeavors It is imperative for the internal human resource culture to instill these characteristics to align with organizational changes, ultimately leading to significant digital transformation outcomes and enhanced business efficiency.
The main objectives of this study include: (1) the review of literature on digital transformation related to management and operation of firms in the estate industry and the alike; (2) the assessment of digital transformation process that is supporting Hanoi Office competitiveness; (3) and suggest solutions to improve the process of Hanoi Office digital transformation for better customer’s service and firm’s competitiveness.
The thesis focuses on study of digital transformation process, results and other related factors at Cen options.
The survey and interviews were conducted within a group of 100 corporate clients and (2) 25 related high-level employees within Hanoi Office coworking.
- Primary data : conducting surveys in September 2023
- Secondary datasourced from industry research reports provided by
Coworking Resource, Deskmag (International), Acclime, and Savills(Vietnam).
Research metOS - - <5 + 2x E31 911 11 931 9v 1v ng ng rưy 10
Data collection method eee es ô<6 E113 E1 1E vn rry 10
This thesis employed qualitative research methods to explore the intricate domain of digitalization, considering its multifaceted nature.
Gathering insights from individuals engaged in the digitalization process was deemed essential to obtain a holistic perspective.
In constructing the interview framework, the author opted for a semi- structured interview approach This choice strikes a balance between maintaining a level of objectivity while delving into the viewpoints and rationale of the participants Moreover, it aligns with the exploratory nature of the research, as interviews offer the flexibility needed to probe deeper into respondents’ perspectives, ultimately enhancing comprehension of the discussed phenomenon (Miles & Gilbert, 2005) Therefore, interviews were conducted face-to-face with selected groups of subjects, to have the opportunity to explore many multi-dimensional issues from the participants’ responses The set of topics and interview questions are created based on the main digital transformation model of the thesis and its sub-topics The set of interview questions can be found in Appendix A of this thesis.
The interviews would be conducted with two distinct groups of stakeholders involved in the digital transformation process: (1) internal business human resources and (2) business customers For internal personnel, the primary objective is to gain a comprehensive understanding of the organization's vision, technology utilization, and existing internal structure In contrast, interviews with customers aimed to explore their needs and how they evaluate services to propose novel value propositions.
Business Director Marketing Manager Administration Manager
Ay FF Ye SN Accountant Manager lãi
Sales Executive Customer Services Executive Marketing Executive © me ND HR Executive
4 Mega Import And Export Company Limited
5 Mikataba Technical Infrastructure Construction Joint Stock
Company Basan Brand Solutions Limited Basan Brand Solutions Limited King Ship Solutions Limited eS ana Tulie Multimedia Company Limited
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Data coding techniques will be employed to categorize the gathered insights into domains that influence the subject, aiming to gain a comprehensive understanding of the business landscape and customer requisites Subsequently, tailored solutions will be devised based on these findings.
Table 1 Example of the Results table recorded after the surveys.
Technology | Access control Control customers with security personnel
Internal Customer service The customer care process has not Aspects been systematized
The thesis consists of 3 chapters:
Introduction: Rationale, literature review, research subject, research objects, research scope, research methods.
BASIC THEORY OF APPLYING DIGIFAL
Overview of digital transfOTrmatION1 - 55-5 ss++s+seeeseseerereers 15
1.1.3 The Tecnology and Platform's Role in Digital Transformation 1.2 Coworking space
1.2.1 Concept 1.2.2 Business model of coworking space
CHAPTER 2 SITUATION OF DIGITAL TRANSFORMATIONPROCESS AND ACTIVITIES AT HANOI OFFICE COWOKRINGOPERATION AND MANAGEMENT during 2023-2025
Digital transformation framework in Hanoi Office
2.2 Technology 2.3 Internal Structure 2.4 Value Creation
CHAPTER 3 PROPOSAL OF DIGITALIZation SOLUTIONs FOR MANAGEMENT and Operation at hanoi office CO-WORKING during 2023-2025
3.1 Directions of Board Of Management on Digitalization
3.2 Proposal of digitalization solutions for management and operation at Hanoi Office coworking during 2023-2025
3.2.1 Training programs 3.2.2 Technology and Data Aspect 3.2.3 Sales and Marketing
CHAPTER 1 BASIC THEORY OF APPLYING DIGITAL TRANSFORMATION IN THE MANAGEMENT OF COWORKING
SPACE 1.1 Overview of digital transformation
Understanding digital transformation may help any organization change the game in its entire field However, the digital revolution is not only fertile land for startups; every company, regardless of size, has the potential and ability to raise the standard of their products and services through digital transformation.!Š
But now, the definition of digital transformation is fragmented in research'®.
The next section aims to clarify the definitions of digital transformation by evaluating different reference concepts presented below.
Digitization is the process of converting analog signals or information of any form into a digital format that can be understood by computer systems or electronic devices The term is used when converting information, like text, images or voices and sounds, into binary code!’ According to Collins
Digitization, in the context of content dissemination, refers to the process of transforming information into a digital format, thereby rendering it computer-readable This conversion involves representing an object, image, or sound as a series of numerical values that describe specific points or samples within the data.
Digital technology is “the use of digital tools, software, and online or personal equipment (devices) to facilitate learning, communication, teaching,
15 Mark Raskino and Graham Waller (2015), Digital Transformation to The Core, Gartner INC.
16 Morakanyane et al (2017), Conceptualizing Digital Transformation in Business Organizations: A Systematic Review of Literature
17 Neslihan Yilmaz (2020), Handbook of Research on Multidisciplinary Approaches to Literacy in the Digital Age
18 Mirzagayeva, Shamiya; Aslanov, Heydar (2022-12-15), The digitalization process: what has it led to, and what can we expect in the future?
”!2 or “refers to the use of advanced information and and resource creation communication technology to collect, store, analyze and share physical information and market information in each link of the product value chain, providing important technical support for innovation in various fields’.*°
There are numerous examples for digital technology, including automobiles, 3D printing, ATM machines, robotics, drones and missiles, banking and finance, gadgets, social media, digital music, and so on Actually, everything in this era is somewhat tied to Digital Technology in some way or another.
Industry 4.0 is consider to be a major shift in industrial development tends to enable automation and data exchange in manufacturing technologies and processes, including cyber physical systems (CPS), industrial Internet of things (HOT), cloud computing, cognitive computing, and artificial intelligence.”! The Industrial Revolution happens when a great technological breakthrough causes profound changes in production and society However, the majority of digital initiatives have resulted in one-way communication and a limited level of integration between operational and information technology
Manufacturing organizations transitioning during the current industrial revolution may face overlooked determinants, as identified by Maghazei et al (2017) Historical research has shown that companies strive to integrate innovative technologies but have faced obstacles in implementation The primary motivation for these transformations is performance improvement, with companies aiming to enhance their operations through the adoption of new technologies.
19 Jared Keengwe (2022), Handbook of Research on Facilitating Collaborative Learning Through Digital Content and Learning Technologies
20 Sandeep Kautish, Guneet Kaur (2022), AI-Enabled Agile Internet of Things for Sustainable FinTech Ecosystems
21 Kok Yeow You (2020), Formative Assessment and Classroom Activities of New Era Microwave Engineering Curriculum
22 Isaksson, A J., Harjunkoski, L, & Sand, G (2018) The impact of digitalization on the future of control and operations Computers & Chemical Engineering,
16 factors”° According to Isaksson et al (2018), the most recent advancements in data generation, data management, computer power, and communication infrastructure have opened up the prospect of revolutionizing businesses through digital methods The advancement and availability of digital capabilities and internet technologies has resulted in the Industry 4.0 era”*.
Industry 4.0 has the potential to enhance efforts to address global concerns such as resource scarcity, energy consumption, and social changes.”
According to Thun et al (2019), the potential of Industry 4.0 is critical for the survival of northern European manufacturing enterprises since it will maintain competitive capacities through fresh business prospects They emphasize, however, that the benefits will only be realized by using newly created industrial technology and changing their organizational structure.”® As stated by Neumann et al (2021), manufacturing businesses must undergo fundamental organizational changes in order to properly implement Industry
4.0 applications.” The Digital Transformation Handbook of Vietnam
Ministry of Information and Communications also indentified that mechanization, electrification, and automation, which is the replacement of manual labor by machines, are the three previous revolutions The Industry 4.0 is about intelligence, with machines taking the place of humans It is characterized by a willingness to accept the abandonment of outdated technology As a result, the Industry 4.0 is more of an institutional than a technological revolution.
23 Maghazei, O., & Netland, T (2017) Implementation of industry 4.0 technologies: what can we learn from the past? IFIP International Conference on Advances in Production Management Systems, Cham: Springer
24 Giirdiir, D., El-khoury, J., & Tửrngren, M (2019) Digitalizing Swedish industry: What is next?: Data analytics readiness assessment of Swedish industry, according to survey results Computers in Industry
25 Pfeiffer, S (2017) The vision of “Industrie 4.0” in the making—a case of future told, tamed, and traded Nanoethics
26 Thun, S., Kamsvag, P F., Klứve, B., Seim, E A., & Torvatn, H Y (2019) Industry 4.0: Whose Revolution? The Digitalization of Manufacturing Work Processes Nordic journal of working life studies
27 Neumann, W P., Winkelhaus, S., Grosse, E H., & Glock, C H (2021) Industry 4.0 and the human factor—A systems framework and analysis methodology for successful development International Journal of Production Economics
Information technologies and information systems has been the cause of transformation for companies through the novel methods information can be processed and utilized (Heilig & VoB, 2017) Regardless of the industry, all businesses seek to provide better performing and more gratifying products and services to their clients The ability of digital applications to support products and services has the potential to revolutionize business models in a variety of industries Digital transformation refers to the efforts of firms to transform their business models into more digitally enabled ones?Š This is the basis of digital transformation in the Industry 4.0 century Digital transformation is critical for businesses; without sufficient preparation and adaptation efforts for innovative technologies, organizations may find themselves out of business due to market competition Even if comprehending the implications of digital transformation's technology components is critical, firms must also prepare for strategic and organizational adjustments”.
Nambisan et al (2019) go on to say that the development of digital applications, platforms, and infrastructure has a bigger impact than simply creating new business prospects for manufacturers and service providers because of the potential fundamental influence on enterprises.*” Research expanding on the subject of digital transformation has generated several varying definitions, but similarities can still be found in the overall focus on organizational aspects.
28 Schallmo., D R., & Williams, C A (2018) Digital Transformation Now! Guiding the Successful Digitalization of YourBusiness Model Cham: Springer.
29 Ismail, M H., Khater, M., & Zaki, M (2017) Digital business transformation and strategy: What do we know so far. Cambridge Service Alliance
30 Nambisan, S., Wright, M., & Feldman, M (2019) The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes Research Policy
Table 1.1 Definitions of digital transformation.
Lindsay Herbert (2017) | “Real digital transformation isn’t about getting your company to use a specific set of new technology; it’s about your company’s ability to react and successfully utilize new technologies and procedures — now and in the future.”
Thomas M.Siebel | “Digital transformation is a disruptive evolution
(2019) into an entirely new way of working and thinking.”
“For the purposes of this book, we define digital transformation as a sustainable, company-level transformation via revised or newly created business operations and business models achieved through value-added digitization _ initiatives, ultimately resulting in improved profitability.”
Ismail et al (2017) “We define it as the process through which companies converge multiple new digital technologies, enhanced with ubiquitous connectivity, with the intention of reaching superior performance and sustained competitive advantage, by transforming multiple business dimensions, including the business model, the customer experience (comprising digitally enabled products and services) and operations (comprising processes and decision-making), and simultaneously impacting people (including skills talent and
19 culture) and networks (including the entire value system).”
Gregory Vial (2019) “a process that aims to improve an entity by triggering significant changes to its properties through combinations of information, computing, communication, and connectivity technologies”.
Internal SfTUCfUTC - - - - x1 ng rưy 41
MANAGEMENT AND OPERATION AT HANOI OFFICE CO-
3.1 Directions of Board Of Management on Digitalization
The Board of Management (BOM) plays a pivotal role in the process of digital transformation within an organization Their involvement spans strategic, governance, and oversight functions, making their decisions and actions critical to the success of such initiatives.
At the strategic level, the BOM is responsible for setting the vision and direction of digital transformation They need to understand how digital technologies can impact the business and the industry as a whole This vision serves as a guiding beacon for the entire organization and determines the objectives and outcomes of the digital transformation journey Risk management is another crucial elements, the BOM must assess and mitigate the risks associated with significant digital investments and process changes. Cybersecurity threats, in particular, demand their attention as the digital landscape introduces new vulnerabilities.
Also, the BOM has to assure suitable resource allocation They oversee the approval of budgets and allocate resources to ensure that the organization has the financial and human capital required for effective digital execution In terms of governance, the BOM monitors the progress of digital initiatives. They regularly review key performance indicators (KPIs) and project milestones to ensure alignment with strategic objectives Ethical and regulatory compliance is also under their purview, especially in areas like data privacy and security.
PROPOSAL OF DIGITALIZATION SOLUTIONS FOR
Proposal of digitalization solutions for management and operation at
at Hanoi Office coworking during 2023-2025
3.2.1 Training programs 3.2.2 Technology and Data Aspect 3.2.3 Sales and Marketing
CHAPTER 1 BASIC THEORY OF APPLYING DIGITAL TRANSFORMATION IN THE MANAGEMENT OF COWORKING
SPACE 1.1 Overview of digital transformation
Understanding digital transformation may help any organization change the game in its entire field However, the digital revolution is not only fertile land for startups; every company, regardless of size, has the potential and ability to raise the standard of their products and services through digital transformation.!Š
But now, the definition of digital transformation is fragmented in research'®.
The next section aims to clarify the definitions of digital transformation by evaluating different reference concepts presented below.
Digitization is the process of converting analog signals or information of any form into a digital format that can be understood by computer systems or electronic devices The term is used when converting information, like text, images or voices and sounds, into binary code!’ According to Collins
Dictionary, digitization is the process of converting information into a digital (i.e computer-readable) format The result is the representation of an object, image, sound, document, or signal (usually an analog signal) obtained by generating a series of numbers that describe a discrete set of points or samples.!®
Digital technology is “the use of digital tools, software, and online or personal equipment (devices) to facilitate learning, communication, teaching,
15 Mark Raskino and Graham Waller (2015), Digital Transformation to The Core, Gartner INC.
16 Morakanyane et al (2017), Conceptualizing Digital Transformation in Business Organizations: A Systematic Review of Literature
17 Neslihan Yilmaz (2020), Handbook of Research on Multidisciplinary Approaches to Literacy in the Digital Age
18 Mirzagayeva, Shamiya; Aslanov, Heydar (2022-12-15), The digitalization process: what has it led to, and what can we expect in the future?
Industry 4.0 harnesses advanced information and communication technologies to collect, store, analyze, and share data throughout the product value chain Leveraging physical information and market intelligence, it provides crucial technological support for driving innovation across various industries.
There are numerous examples for digital technology, including automobiles, 3D printing, ATM machines, robotics, drones and missiles, banking and finance, gadgets, social media, digital music, and so on Actually, everything in this era is somewhat tied to Digital Technology in some way or another.
Industry 4.0 is consider to be a major shift in industrial development tends to enable automation and data exchange in manufacturing technologies and processes, including cyber physical systems (CPS), industrial Internet of things (HOT), cloud computing, cognitive computing, and artificial intelligence.”! The Industrial Revolution happens when a great technological breakthrough causes profound changes in production and society However, the majority of digital initiatives have resulted in one-way communication and a limited level of integration between operational and information technology
(Isaksson et al 2018)22 Maghazei et al (2017) discovered through their literature research that possible determinants for manufacturing organizations seeking to transition during the present industrial revolution may be unnoticed Historically, they assessed industrial businesses' efforts to incorporate innovative technology methods The data also revealed that the overall tendency for transformation is performance improvement, but that over the twentieth century, implementations were hampered by unforeseen
19 Jared Keengwe (2022), Handbook of Research on Facilitating Collaborative Learning Through Digital Content and Learning Technologies
20 Sandeep Kautish, Guneet Kaur (2022), AI-Enabled Agile Internet of Things for Sustainable FinTech Ecosystems
21 Kok Yeow You (2020), Formative Assessment and Classroom Activities of New Era Microwave Engineering Curriculum
22 Isaksson, A J., Harjunkoski, L, & Sand, G (2018) The impact of digitalization on the future of control and operations Computers & Chemical Engineering,
16 factors”° According to Isaksson et al (2018), the most recent advancements in data generation, data management, computer power, and communication infrastructure have opened up the prospect of revolutionizing businesses through digital methods The advancement and availability of digital capabilities and internet technologies has resulted in the Industry 4.0 era”*.
Industry 4.0 has the potential to enhance efforts to address global concerns such as resource scarcity, energy consumption, and social changes.”
According to Thun et al (2019), the potential of Industry 4.0 is critical for the survival of northern European manufacturing enterprises since it will maintain competitive capacities through fresh business prospects They emphasize, however, that the benefits will only be realized by using newly created industrial technology and changing their organizational structure.”® As stated by Neumann et al (2021), manufacturing businesses must undergo fundamental organizational changes in order to properly implement Industry
4.0 applications.” The Digital Transformation Handbook of Vietnam
Ministry of Information and Communications also indentified that mechanization, electrification, and automation, which is the replacement of manual labor by machines, are the three previous revolutions The Industry 4.0 is about intelligence, with machines taking the place of humans It is characterized by a willingness to accept the abandonment of outdated technology As a result, the Industry 4.0 is more of an institutional than a technological revolution.
23 Maghazei, O., & Netland, T (2017) Implementation of industry 4.0 technologies: what can we learn from the past? IFIP International Conference on Advances in Production Management Systems, Cham: Springer
24 Giirdiir, D., El-khoury, J., & Tửrngren, M (2019) Digitalizing Swedish industry: What is next?: Data analytics readiness assessment of Swedish industry, according to survey results Computers in Industry
25 Pfeiffer, S (2017) The vision of “Industrie 4.0” in the making—a case of future told, tamed, and traded Nanoethics
26 Thun, S., Kamsvag, P F., Klứve, B., Seim, E A., & Torvatn, H Y (2019) Industry 4.0: Whose Revolution? The Digitalization of Manufacturing Work Processes Nordic journal of working life studies
27 Neumann, W P., Winkelhaus, S., Grosse, E H., & Glock, C H (2021) Industry 4.0 and the human factor—A systems framework and analysis methodology for successful development International Journal of Production Economics
Information technologies and information systems has been the cause of transformation for companies through the novel methods information can be processed and utilized (Heilig & VoB, 2017) Regardless of the industry, all businesses seek to provide better performing and more gratifying products and services to their clients The ability of digital applications to support products and services has the potential to revolutionize business models in a variety of industries Digital transformation refers to the efforts of firms to transform their business models into more digitally enabled ones?Š This is the basis of digital transformation in the Industry 4.0 century Digital transformation is critical for businesses; without sufficient preparation and adaptation efforts for innovative technologies, organizations may find themselves out of business due to market competition Even if comprehending the implications of digital transformation's technology components is critical, firms must also prepare for strategic and organizational adjustments”.
Nambisan et al (2019) go on to say that the development of digital applications, platforms, and infrastructure has a bigger impact than simply creating new business prospects for manufacturers and service providers because of the potential fundamental influence on enterprises.*” Research expanding on the subject of digital transformation has generated several varying definitions, but similarities can still be found in the overall focus on organizational aspects.
28 Schallmo., D R., & Williams, C A (2018) Digital Transformation Now! Guiding the Successful Digitalization of YourBusiness Model Cham: Springer.
29 Ismail, M H., Khater, M., & Zaki, M (2017) Digital business transformation and strategy: What do we know so far. Cambridge Service Alliance
30 Nambisan, S., Wright, M., & Feldman, M (2019) The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes Research Policy
Table 1.1 Definitions of digital transformation.
Lindsay Herbert (2017) | “Real digital transformation isn’t about getting your company to use a specific set of new technology; it’s about your company’s ability to react and successfully utilize new technologies and procedures — now and in the future.”
Thomas M.Siebel | “Digital transformation is a disruptive evolution
(2019) into an entirely new way of working and thinking.”
“For the purposes of this book, we define digital transformation as a sustainable, company-level transformation via revised or newly created business operations and business models achieved through value-added digitization _ initiatives, ultimately resulting in improved profitability.”
Ismail et al (2017) “We define it as the process through which companies converge multiple new digital technologies, enhanced with ubiquitous connectivity, with the intention of reaching superior performance and sustained competitive advantage, by transforming multiple business dimensions, including the business model, the customer experience (comprising digitally enabled products and services) and operations (comprising processes and decision-making), and simultaneously impacting people (including skills talent and
19 culture) and networks (including the entire value system).”
Gregory Vial (2019) “a process that aims to improve an entity by triggering significant changes to its properties through combinations of information, computing, communication, and connectivity technologies”.
Research SIPTIÍICAIIC€ .- - <1 9119 nh ng 75
Alexander Kửrner, 2023 "Roadmap to Marketing Automation,"
Management for Professionals, in: Uwe Hannig & Uwe Seebacher (ed.), Marketing and Sales Automation, pages 19-35, Springer.
André Yang Melsom & Davina Maria Plum (2022), Digital
Transformation of B2B Sales Organisations, KTH Industrial Engineering and Management.
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APPENDIX A LIST OF INTERVIEW QUESTIONS
What is the service fee payment method you are applying to all customers (businesses, individuals, etc.)?
Do you remind customers to make appointments when their contracts expire? Is there any tool to remind or classify customers in this status?
Meeting room: How to record customer check-in/out times? How to summarize money at the end of the month?
Is there a discount code? If so, how does the discount code management system work?
Do you sell the same seat to different customers? How to limit duplicate warehouse data?
How do you manage your customer access?
What customer data are you storing?
Do you use a cloud platform to store data? How much money do you spend each month on this? Do you rate this storage as effective or not?
If not, have you thought about using it?
Have you ever encountered problems or broken information with customers due to not storing customer data? (for example: contracts are not stored, customer orders are not fulfilled because the person in charge forgot )
What do you use your data for?
Is there any advanced research or reporting drawn from the archives (e.g average number of months customers use the service, rate of services used )
Do the results of your data analysis influence your decision making or service/product improvements?
How many customers have been using the service and how many customer accquisition?
How to manage customers roadmap: from consulting status
>> signing contract >> ending contract, storing records?
Are there any tools? Does the customer sign an electronic contract? Which departments come into contact with customers during this process?
How many years is your old customer data stored? What information will be stored?
Who can access your customer data? Is data decentralized?
1 How is your HR Matrix? How many employees do you have?
2 How many digital tools are being applied? If yes, in what departments? (chatbot, CRM )
General Do your employees have any difficulties using digital
3 tools? If there is a new digital tool, how will you train them?
4 How many partners do you have? Can they connect with each other?
6 Why do you think they choose your service? Because of price, service structure or business improvements?
7 What main marketing channels are you using? g How do you manage the leads you find? What tools are used?
What is the coordination relationship between the
9 marketing and sales departments like?
Do you think you are applying marketing automation?
10 What is your distribution channel like? Do you use a broker?
11 How many leads are you reach per day?
I2 How do you check that seat A is booked? If so, can you
Sales immediately check what time period they set for?
13 If a client doesn't respond to your consultation, do you follow up? Do you miss customers who need advice?
14 Are there any difficulties you encounter during the process of consulting customers?
15 What is your daily job?
16 How do you contact customers? Do you feel this contact is being effective? Are there any restrictions?
Is each employee responsible for 1 customer? In case
17 Care this employee leaves temporarily/permanently, how will this guest be handed over?
If there are complaints from customers, where will they
18 send them? Does your manager understand this? AI will be the one handling complaints
1 What type of Hanoi Office services is your company using?
During the process of using the service, what makes you
2 feel dissatisfied? If Hanoi Office launches a new service, what do you want it to be?
3 New How many employees does your company have? Do service employees use the same seating service?
4 If not, how do you manage your payments to Hanoi
Office at the end of each month?