Insurance Banking Combination: A Resource-based View Approach

Majdi Ben Selma

Journal of Competences, Strategy & Management, 2014, vol. 7, 75-102

Abstract: Despite its strategic interest in insurance company management within an environment that is growing more and more competitive, the issue of diversification towards banking remains relatively limited and lacks convincing empirical support. This work proposes, through research conducted within four different cases of European insurers, to study the different facets of diversification strategies towards commercial banking. We propose an approach that inscribes itself within the Resource-based View. The analysis demonstrates that synergies in terms of resources and competences remain potential and that its effective achievement is confronted with difficulties and barriers that are specific to the insurance sector and to insurance companies, according to the country of implementation. Our results allow us to affirm that the nature of connections between insurers’ traditional activities and newer banking activities explain the mitigated results of insurer-bankers.

Keywords: business relatedness; diversification; case study; insurer-banking; RBV (search for similar items in EconPapers)
JEL-codes: G2 L25 M10 (search for similar items in EconPapers)
Date: 2014
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Journal of Competences, Strategy & Management is currently edited by Prof. Dr. Klaus Bellmann, University of Mainz, Germany, Prof. Dr. Christoph Burmann, University of Bremen, Germany, Prof. Dr. Jörg Freiling, University of Bremen, Germany (Editor-in-Chief), Prof. Dr. Hans-Georg Gemünden, Technical University of Berlin, Germany, Prof. Dr. Wolfgang H. Güttel, University of Linz, Austria, Prof. Dr. Hans H. Hinterhuber, University of Innsbruck, Austria, Interim Prof. Dr. Sven M. Laudien, University of Magdeburg, Germany, Prof. Dr. Dietrich von der Oelsnitz, Technical University of Braunschweig, Germany, Prof. Dr. Heike Proff, University of Duisburg-Essen, Germany, Prof. Dr. Christoph Rasche, University of Potsdam, Germany, Prof. Dr. Michael Stephan, University of Marburg, Germany and Prof. Dr. Erich Zahn, University of Stuttgart, Germany

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