THE ROLE OF CREATIVITY AND INNOVATION IN DEVELOPMENT OF MARKETING AND ENHANCED SALE OF PRODUCTS AND SERVICES OF INSURANCE COMPANIES
Abstract
Today, competition and customer-orientation has been enhanced and the firms have to be active in such environments. In this regard and for survival of organization in the current competition arena, considering issues such as creativity and innovation and making adequate marketing policies is important for the organizations. In this field, due to their underlying and dynamic role at the society, insurance companies have to provide high-quality services day by day to satisfy the customers. In this study, using theoretical approach and with reliance on recent studies, the role of creativity and innovation is investigated in development of marketing and increase in sale of products and services of insurance companies. In general, it could be mentioned that development of creativity in insurance industry could lead to improvement of indices such as profitability, market share, sale, customer satisfaction, subjectivity and positive image of organization and quality of services. Due to proving positive and direct correlation of innovation and creativity with marketing development and more sale of products and services of insurance companies, it would be better for the insurance companies and firms to facilitate availability of new innovations through acquiring external innovations and identify and attract and adjust the external knowledge through identification of external environment and internal research and development and take measure to increase the power of communicating competitors and transferring knowledge to the competitors with the aim of achievement of commercial goals of the organization as a step towards enhancement of innovative processes in business. Moreover, more focus of insurance companies on knowledge management and development of research activities to make and use the newest innovative achievements could enhance quality of services and develop marketing of insurance products.
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DOI: http://dx.doi.org/10.46827/ejmms.v0i0.178
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