RT Generic
T1 Competing through marketing adoption: a comparative study of insurance companies in belgium and spain
A1 García, Clara Eugenia
A1 Molero Ayala, Víctor
A1 Rivera Camino, Jaime
A2 Universidad Carlos III de Madrid. Departamento de Economía de la Empresa, 
AB This paper presents a diagnosis of the current development stage of insurance firms operating inBelgium and Spain according to the differential patterns they exhibit in the adoption of marketingconcept. The theoretical approach we use here has been defined in order to include three criticaldimensions: the organizational process that encompasses the marketing adoption concept; theextend 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 ofstrategic behavior in the development and ongoing process of marketing adoption. Finallydeparting from increasing globalization and competition our analysis has been extended to offerempirical evidence focusing on how national culture and market conditions might influence theorganizational process shaping marketing adoption.
YR 1997
FD 1997-04
LK http://hdl.handle.net/10016/7035
UL http://hdl.handle.net/10016/7035
LA eng
DS e-Archivo
RD 30 abr. 2024