Publication: Competing through marketing adoption: a comparative study of insurance companies in belgium and spain
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1997-04
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Abstract
This paper presents a diagnosis of the current development stage of insurance firms operating in
Belgium and Spain according to the differential patterns they exhibit in the adoption of marketing
concept. 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
extend 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 behavior 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 marketing adoption.
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Insurance sector, Services, Marketing, Organizational adoption, Competition marketing