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How Microsoft met its own internal DAM objectives

Author

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  • Tiwana, Payal Gupta

Abstract

Given Microsoft’s size, building a digital asset management (DAM) solution to enable its various sales and marketing teams to become more productive, and easily share assets with each other, was only part of the challenge the company faced when it envisioned one centralised DAM system for the company. The bigger challenge was how to sell it internally and get it adopted. This paper describes how Microsoft conceptualised, built and evangelized the Azure based DAM service that would be enterprise scale, global in scope, cross product, cross channel and cross sales and marketing teams.

Suggested Citation

  • Tiwana, Payal Gupta, 2015. "How Microsoft met its own internal DAM objectives," Journal of Digital Media Management, Henry Stewart Publications, vol. 4(1), pages 7-9, November.
    • Handle: RePEc:aza:jdmm00:y:2015:v:4:i:1:p:7-9
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    More about this item

    Keywords

    Microsoft; CloudDAM; sales; marketing; productivity; Azure;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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