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Forms of market strategies in the European insurance sector

Author

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  • Lado, Nora
  • Rivera Camino, Jaime Eduardo

Abstract

The liberalization of the European insurance market has provoked a necessity for firms to develop multinational strategies. Thus, these strategies should be capable of maintaining their normal competitiveness inspite ofthe different countries and markets. From a theoretical perspective, this artiele investigates the influence of the national environments on the firms' competitive marketing strategies. The different strategic modalities that the insurance firms in two European countries, Spain and Belgium, develop are analyzed from a managerial perspective. The results obtained in this research allow the managers to position their firms' competitive strategies in their sectors and countries. Likewise, the strategy presented in this artiele can become a guide so that the firms operate more efficientIy in complex competitive environments.

Suggested Citation

  • Lado, Nora & Rivera Camino, Jaime Eduardo, 1996. "Forms of market strategies in the European insurance sector," DEE - Working Papers. Business Economics. WB 7061, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    • Handle: RePEc:cte:wbrepe:7061
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    References listed on IDEAS

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    1. Gordon E. Greenley, 1995. "Forms Of Market Orientation In Uk Companies," Journal of Management Studies, Wiley Blackwell, vol. 32(1), pages 47-66, January.
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