Digtal strategy implementation : a contingent resource-based theory in strategic digital alignment in life insurance firms | |
| Author | Naris Muankaew |
| Call Number | AIT Diss. no.SM-25-05 |
| Subject(s) | Life Insurance--Thailand Strategic planning--Thailand Organizational culture--Thailand |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management |
| Publisher | Asian Institute of Technology |
| Abstract | Digital strategy has become a key agenda for pre-digital organizations, such as traditional life insurance companies in Thailand, as they seek to transform their processes, business models, and organizational resources to improve performance and gain competitive advantage. However, these organizations often lack an effective approach to aligning digital strategy with organizational resources across departments, slowing transformation and preventing realization of the expected benefits. Based on contingent resource-based theory, this research critically examines the role of complementary resources in achieving strategic digital alignment for digital strategy implementation. It offers new insights, empirical evidence, and a conceptual model for scholars, as well as a practical framework for strategic digital alignment in pre-digital organizations. The study begins with a literature review to identify key factors contributing to successful digital strategy implementation. This review reveals a gap in empirical studies on strategic alignment considering organizational resources. The resulting conceptual model includes strategic digital alignment, organizational culture, mindset, and operational systems and processes, forming the basis for further qualitative analysis. Using a qualitative approach, the research investigates digital strategy trends, focus areas, and alignment practices in Thailand’s life insurance sector. Expert interviews provide deeper understanding, revealing two additional critical resources: the vision and purpose of digital strategy, and digital talent. Two case studies of pre-digital life insurance companies explore these factors through semi-structured interviews, guided by the conceptual model. Participants were selected via snowball sampling based on their involvement in digital strategy implementation. Findings show that successful digital strategy implementation relies on effective strategic digital alignment and suitable complementary resources. Key complementary assets include digital strategy vision and purpose, culture, people’s mindset, talent, and operational systems and processes. The study recommends integrating these organizational resources into the strategic alignment model to enhance its practical application. |
| Year | 2025 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Management (Publication code = SM) |
| Chairperson(s) | Levermore, Roger; |
| Examination Committee(s) | Endress, Tobias;Chutiporn Anutariya; |
| Scholarship Donor(s) | Royal Thai Government Fellowships;AIT Scholarship; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2025 |