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Publicized Corporate Culture of Insurance Companies in Bulgaria

Author

Listed:
  • Ilian Minkov
  • Denka Zlateva
  • Vladi Kurshumov

Abstract

An important component of the official corporate culture of business organizations is that part of it that is publicized in the digital space. Namely, it enables companies to build a unique identity in the market space. This is of essential importance for insurance companies offering services in a highly competitive market. The aim of the research is to examine the role of the publicized corporate culture in the communication policy of insurance companies in Bulgaria, by outlining the main aspects and issues in its structure. The results show that at least one element of the corporate culture has been proclaimed by 95.65% of the insurance companies. A low degree of proclamation of the vision and inaccuracies in its formulation were found. The insurance companies should more actively proclaim their vision in order to send an overall strategic message to the surrounding business environment.

Suggested Citation

  • Ilian Minkov & Denka Zlateva & Vladi Kurshumov, 2025. "Publicized Corporate Culture of Insurance Companies in Bulgaria," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 124-149.
    • Handle: RePEc:bas:econst:y:2025:i:4:p:124-149
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    File URL: https://archive.econ-studies.iki.bas.bg/2025/2025_04/2025_04_07.pdf
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    References listed on IDEAS

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    More about this item

    JEL classification:

    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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