This paper emphasizes that DAM would help organizations respond to external changes in a dynamic environment and would promote internal changes in the organization. Firstly, from the organization's response to external changes, I would analyze the success and failure cases of organizations using a series of incremental and radical innovations to respond to changes in the external environment. And I would put forward the point of view that organizations need DAM to participate in change management in the context of the dynamic digital world. Secondly, in terms of internal changes in the organization, I would explain how DAM helps companies introduce technology, rethink business models, develop new workflows and processes, adjust structural changes and organizational culture, and promote better organization development. Finally, the focus of the discussion part is that for organizations that use DAM, although DAM may have agent power, the importance of individual agent power to the organization could not be ignored. At the same time, organizations also need to pay attention to the impact of identity, organizational identity, technological transformation, and the costs and risks the organization has to bear when introducing DAM strategies or departments.

Chang Qin. DAM: An Agent for Change in Organization to Cope with Disruptive Technology, Shifting Consumer Needs and Expectations. Academic Journal of Business & Management (2023) Vol. 5, Issue 9: 103-109. https://doi.org/10.25236/AJBM.2023.050916.

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