Digital transformation in Thailand: transformation trends and challenges from complementary resources in pre-digital organizations

Purpose This paper critically aims to examine the digital transformation (DT) trends in pre-digital industry in Thailand and investigates the challenges posed by complementary resources in Thai pre-digital organizations based on contingent resource-based theory. Design/methodology/approach The authors used qualitative methodology by collecting and analyzing external opinions from experts in the studied industry. The authors also performed multiple-case studies with cross-case analysis of two pre-digital organizations in Thailand. This study included semi-structured interviews with various levels of management who have responsibility in organizations’ DT. Findings This study reveals five key trends of DT in a pre-digital industry in Thailand. The empirical results highlight that DT in pre-digital organizations confronts the challenges from complementary resources inside the organization. The findings indicated key complementary resources, including vision and purpose, strategic alignment, organizational culture, mindset, talents and operational backbone, influence DT effectiveness. Therefore, pre-digital organizations need to emphasize enhancing these complementary resources to assure appropriate support in DT. Practical implications This paper presents practical DT framework for Thai pre-digital organizations to practitioners. Additionally for academics, this study provides a novel understanding with insightful examinations on the challenges posed by complementary resources in DT. Originality/value While DT has been widely studied, limited research examines challenges posed by complementary resources in organizations. This study contributes to the DT literature by investigating the role of important complementary resources as challenges in under-researched contexts like pre-digital organizations. The findings offer new theoretical contributions and novel perspectives about resource-based challenges by identifying and integrating underexplored complementary resources into current DT knowledge.