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

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  • Shattuck, Michael
  • Gardner, Caroline

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.

Suggested Citation

  • Shattuck, Michael & Gardner, Caroline, 2018. "Core DAM + more DAM: One company’s attempt to integrate digital asset management into organisational DNA," Journal of Digital Media Management, Henry Stewart Publications, vol. 6(4), pages 318-326, June.
    • Handle: RePEc:aza:jdmm00:y:2018:v:6:i:4:p:318-326
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    More about this item

    Keywords

    strategy; distribution; insights; Widen; implementation; training;
    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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