Core DAM + more DAM: One company’s attempt to integrate digital asset management into organisational DNA

Michael Shattuck and Caroline Gardner

Journal of Digital Media Management, 2018, vol. 6, issue 4, 318-326

Abstract: Digital asset management (DAM) is more than just a system – it is the way an organisation manages its valued assets during the entire life cycle, from conception all the way to distribution. In 2016, New Balance refreshed its DAM strategy by engaging a new partner to help integrate DAM into its organisational DNA. This was only possible with a partner that could meet its core needs, while offering stability and functionality to meet extended plans to engage DAM system users. This paper takes a closer look at New Balance’s journey from recognising its need for a new partner through a rapid launch that would position DAM as central to its business.

Keywords: strategy; distribution; insights; Widen; implementation; training (search for similar items in EconPapers)
JEL-codes: M11 M15 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdmm00:y:2018:v:6:i:4:p:318-326

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