Journal of Engineering and Applied Sciences Technology

Despite significant investments in digital transformation initiatives, many organizations struggle to achieve successful and sustainable change adoption. Traditional change management approaches often fail to create tangible value propositions that resonate with employees and stakeholders, leading to resistance and suboptimal outcomes. This paper introduces a novel Product-Centric Change Management (PCCM) framework that addresses this challenge by leveraging product innovation as the primary catalyst for organizational transformation. The PCCM framework integrates product strategy, digital capabilities, and transformation success metrics to create compelling value propositions that accelerate change adoption. It also demonstrates improved transformation success rates by anchoring change initiatives in product strategy. The paper provides practical implementation guidelines for large organizations and contributes to both change management theory and practice by offering a fresh perspective on driving sustainable organizational change.