Competing Through Marketing Adoption: A Comparative Study of Insurance Companies in Belgium and Spain

Clara-E García, Jaime Rivera Camino and Victor Molero
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Clara-E García: Universidad Carlos III de Madrid-Spain
Jaime Rivera Camino: Universidad Carlos III de Madrid-Spain
Victor Molero: Victor Molero Ayala-ESIC-Spain

The Geneva Papers on Risk and Insurance - Issues and Practice, 1999, vol. 24, issue 3, 417-435

Abstract: This paper offers a diagnosis of the current stage of development of insurance firms operating in Belgium and Spain according to the differential patterns they exhibit in the adoption of the concept of marketing. The theoretical approach we use here has been defined in order to include three critical dimensions: the organizational process that encompasses the marketing adoption concept; the extent to which differential marketing patterns are related to business and economic performance; and finally to identify the influence of managerial decision-making and their planned patterns of strategic behaviour in the development and ongoing process of marketing adoption. Finally, departing from increasing globalization and competition, our analysis has been extended to offer empirical evidence focusing on how national culture and market conditions might influence the organizational process shaping market adoption. The Geneva Papers on Risk and Insurance (1999) 24, 417–435. doi:10.1111/1468-0440.00030

Date: 1999
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