Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Influence of Unit Economics on the Development of Insurance Marketing Strategies

Author(s): Olga Vladislavovna Zhukova, Alexandra Sergeevna Ermolaeva, Natalia Borisovna Shchegoleva, Vladimir Dmitriyevich Sekerin

Insurance marketing plays a central role in the sales system of insurance products as it is tailored to suit the needs of customers, i. e., policyholders, while maximising the profits of the insurer. The goal set by insurance companies comes down to a three-pronged task of attracting the customer of insurance services at minimum cost, providing that the policyholder would obtain insurance guarantees assured by the policy and would return to the company again. In other words, unit economics for the insurer implies that the level of costs per customer (policyholder) to promote insurance products in the insurance market should not exceed the insurer's revenues. In this case, a unit is a customer (policyholder), but it can also be an insurance product. Accordingly, an Insurance marketing strategy would thus be tailored to promote the product, and budgeting by the methods of unit economics would be accomplished per product (insurance policy). The findings of this research are laid out as proposals based on quantitative evidence for developing modern strategies of insurance marketing and arranging insurers' operations in the market context.

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