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Analyse des stratégies de développement des assureurs dans la banque : une approche par la théorie des ressources


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  • Madji Ben Selma

    (Université du Maine)

  • Eric Lamarque

    (Université de Bordeaux)

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    (VF)Les assureurs qui affirment ne pas vouloir se diversifier dans les métiers de la banque se raréfient ; la majorité des grands assureurs européens se sont lancés dans la banque, et de nouvelles expériences sont en train d’être menées. Ce travail est l’un des premiers à se focaliser sur la question de la diversification des assureurs en banque. Il propose, à travers une recherche réalisée au sein de quatre assureurs européens, d’étudier les différentes facettes de la stratégie de diversification vers les métiers de banque. L’objectif est de comprendre pourquoi les assureurs ne réussissent par leurs développements en banque, de la même façon que les banquiers ont réussi leur modèle de bancassurance. Les résultats obtenus ont permis d’identifier les sources actuelles de synergies entre les métiers des assureurs et celui de la banque, ainsi que les freins et blocages à l’exploitation réelle de ces sources de synergies.(VA)Many European insurers have been engaging during the last years in banking activities, following the same reasons as the banks when they entered the bancassurance market. No study, however, treated the business diversification in the specific case of insurer-banks. The effort of our study is based principally upon carrying out cases studies. We are trying to explain why insurers have not been performing as well as bankers in a banking/ insurance industry. We discuss sources of business relatedness in the financial services and sources of value creation associated with these types of relatedness. We focus on the actual links between insurer’s core business and banking activities, and will examine factors that have a significant impact on the success or failure of this strategy.

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    Bibliographic Info

    Article provided by in its journal Revue Finance Contrôle Stratégie.

    Volume (Year): 15 (2012)
    Issue (Month): 3 (September)
    Pages: 49-72

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    Handle: RePEc:dij:revfcs:v:15:y:2012:i:3:p:49-72.

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    Keywords: interrelation métiers; diversification; étude de cas; banque-assurance; RBV; business relatedness; diversification; case study; insurer-banking.;

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    Cited by:
    1. Amélie Artis & Simon Cornée, 2013. "Transformation informationnelle, certification et intermédiation financière : le cas de la banque solidaire," Economics Working Paper Archive (University of Rennes 1 & University of Caen) 201326, Center for Research in Economics and Management (CREM), University of Rennes 1, University of Caen and CNRS.


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