Espd Critical Reading Project

ESPD CRITICAL READING PROJECT
TERM 3 – 2019 & 2020

FIVE SETS OF QUESTIONS TO ANSWER
1. Question Set 1:
Where was this text published? (in a peer-reviewed academic journal or
a non-academic source?)
When was this text published? Is the text up-to-date or outdated?
2. Question Set 2:
Who is the author of the reading text? What are his/her credentials,
profession, and educational background?
Is the text biased or objective?
3. Question Set 3:
Who was the text written for? (general audience or academic
audience?)
Why did the author write the text? (to contribute knowledge about the
topic, to convince/ entertain/ warn the audience, to give advice, advertise
a product/service, or report information?)
4. Question Set 4:
Does the author present or imply his/her opinion about the topic in the
text? What is his or her opinion?
Does the text present a convincing argument or reliable information
about its topic? (Briefly explain why it is convincing/ reliable, or why
not).
5. Question Set 5:
Has the author done empirical research about the topic? (YES or NO?)
a. If “YES”, answer the following questions:

What are the major research results/ findings? What is the author’s
conclusion? Are charts and graphs used in the text?
b. If “NO”, answer the following questions:

Do the author use such types of evidence as anecdotes, visual items,
statistics, quotations to support his/her points? Is the evidence
convincing and effectively used?
If there is no evidence, how are the author’s points supported?
OUTLINE
1. Introduction
 Digital Technology is determining the day to day life of
every organization.
 Digitalization is a megatrend in its early days, jeopardizing
existing businesses and promising extensive opportunities at
the same time.
2. Purpose
 To understand an improved way of modeling in the digital
information of businesses.
 Casually connect components of business models with
characteristics of digital technologies.
3. Discussion
3.1. Phases of Digital Business Model
 A roadmap for the development of digital business models
 Digital Reality
 Digital Ambition
 Digital Potential
 Digital Fit
 Digital Implementation
3.2. Emerging Technology for Digitally driven Business Models
 It describes four ‘leverages and triggers’ resulting from
digitization:
 Collection, processing, and analysis of digital data
 Automating value-adding activities and products
 Networking of previously independent systems
 Creation of direct customer access for intermediaries via
(mobile) online interfaces.
3.3. The major technology that drive the business digitally
 Cloud computing
 The Internet of things
 Mobile Technology
 Big Data and Data Analysis
 Block Chain
 Machine learning
 Robotic process automation
3.4. Digitally Driven Business
 Characteristic, Targets, Control variables, Responsibility,
Sourcing, Timescale.
4. Conclusion
 Digital business transformation can only be successful if
there is a well-founded strategy and leadership.
 Digitalization radically transform business and society,
destroying old business models and creating sustainable
value.
1. This text was published in a peer-reviewed academic journal

(http://lemma-tijdschriften.nl/ ). This text was published in May
2020 so the text is up-to-date.
2.
 Dr.Subrahmanian Muthuraman is the author of the reading text, he has

20 years of experience in the professional field. He holds a Master’s
Degree in Business Administration & Human Resource and Ph.D. in
Business Administration. He is presently working as Assistant
Professor, MBA, Faculty of Business Studies, Arab Open University,
Sultanate of Oman. Prior to Arab Open University, he was working with
Anna University; Chennai affiliated Engineering Colleges as Head of the
Department for MBA. He has produced 2 Ph.D. scholars and
supervising 5 scholars in India. He has authored a textbook on “Training
and Development – Theory & Practice” and 54 articles in National and
International refereed and indexed journals. He has also published 3
theses from LAP Publication, Germany, and 5 Edited Volume Books
with ISBN. He has attended and presented research papers in several
international conferences in India, Oman, UK, France, Singapore,
Malaysia, UAE, Thailand, and Kuwait. His core competency areas are
Training & Development, Competency Mapping, Organizational
Citizenship Behaviour, Employee Engagement, and Entrepreneurship
Development.
 biased
3. .
 The text was written for the academic audience because it uses
technical and specialized vocabulary of digital business with
complex sentences
 The author wrote the text because he want to make a contribution
to his field and add to the bank of knowledge available on the
topic. In addition, the author’s purpose is that give the audience
about the understanding of the impact of technology for digitally-
driven business model.
4. yes, he does.

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ESPD CRITICAL READING PROJECT

TERM 3 – 2019 & 2020

a. If “YES”, answer the following questions:

b. If “NO”, answer the following questions:

1. This text was published in a peer-reviewed academic journal

 Dr.Subrahmanian Muthuraman is the author of the reading text, he has

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