a contingent resource-based theory in strategic digital alignment in life insurance firms Naris Muankaew creator Levermore, Roger Chairperson Endress, Tobias Examination Committee Chutiporn Anutariya Examination Committee Royal Thai Government Fellowships Scholarship Donor AIT Scholarship Scholarship Donor text series technical report th Pathum Thani, Thailand Asian Institute of Technology 2025 continuing eng

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269 leaves : ill.+ 1 online resource 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{u2019}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{u2019}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. A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management Thesis (Ph.D.) - Asian Institute of Technology, 2025 Life Insurance Thailand Strategic planning Thailand Organizational culture Thailand Asian Institute of Technology. http://203.159.5.9/ait-thesis/detail.php?q=B23339 http://203.159.5.9/ait-thesis/detail.php?q=B23339 260125 20260818093849.0