Fereydoon Omidi, Iman Abadar, Adibeh Jorfi


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.


Article visualizations:

Hit counter



creativity, innovation, marketing, insurance company, insurance products


A'rabi, M, Mousavi, S., (Spring 2009), Strategic Model of Knowledge Management for Promoting the Performance of Research Centers, Quarterly Journal of Research and Planning in Higher Education, No. 51.

Ahmadi, E., Fall (2016), The relationship between creativity and innovation with human resource productivity. A new approach to educational management, Volume 7, Issue 3, (27). pp. 209-222.

Bushehri, H, (2004), Technology Commercialization Session, Second Conference on Market Technique, Tehran.

Sehat, S; Mazlomi, N; Fakhimi Mohammadpour, H.,Summer (2013), The Relationship between Organizational Innovation and Competitive Advantage in Insurance Companies, Insurance Survey, 30th year, Number 2, , Issue 118, pp.1-34.

A'rabi, SM, Dehghan, N, (2010), Development of business portfolio strategies of Farhangian Institute Insurance. Quantitative Studies in Management, No. 3, Tehran, pp. 1-22.

Soltani, S.M., (2010), The Effect of Social Interaction on the Innovation of Insurance Companies, Master's Degree in Business Management (Insurance Management Trend). Allameh Tabataba'i University, Faculty of Management and Accounting.

Zakeri, A, Afrazeh, A, Mazlomi, N and Jalali, S.H, (2013), Assessing the strategic position of intellectual capital in the insurance industry. Strategic Management Studies. Year 4, No.16, pp. 131-159.

Rahimi Abkenar, F; Delafrooz, N, (2014), The position of innovation in the performance of organizations. Islamic Azad University of Rasht.

Cottler, Ph; Fernando Triasses Debes, (2014), Creative Marketing (Discovering Disclosure Ideas in Marketing). Translation by K Haydarzadeh, R Radfar. Hakim Bashi Press.

Kazemi AR, Shakiba, AR, (2013), Investigating the Factors Influencing Innovation, Creativity and Entrepreneurship. University of Industries and Mines, Alborz Branch

Zand Hesami, H, Ashtianipour, Z, (2014), an Analysis of the Influence of Technology Innovation Capabilities on the Competitiveness of Small and Medium Firms, Second International Conference and Technology Management. pp1404.

Ghasemi Nejad, Y; Sadeghi Mal Amiri M., (Spring 2016), Conclusion on the weak role of decentralization in promoting the creativity and innovation of industrial organizations, The Quarterly Journal of Technology Development,; Volume 12, Issue 46, pp. 35-41.

Nopasand Asil S.M; Ramezanpoor E; Attari Alim P., (Spring 2016), The Effect of Marketing Capability, Innovation and Learning on Organizational Performance. Case Study: Tabriz Petrochemical Industry, Productivity Management (Beyond Management), Volume 9, Issue 36, pp 95-124.

Mirzaei, S., (2011), The Relationship between Marketing Strategy Creativity and the Effectiveness of Marketing Strategy Implementation in Dorood Cement Factory. Master's thesis, Payame Noor University (PNU), Alborz Province, Faculty of Economics.

Sepahvand, R; Vahdati, H; Esmaeili, MR; Rahimi Aghdam, S., (summer 2016), Designing a Sustainable Competitive Advantage Model Based on the Competency of Human Capital in the Insurance Industry. Quarterly Journal of Human Resource Management Researches at Imam Hussein University. Eighth year, , No. 1, 23, pp. 179-208.

Alegre, J., Chiva, R. (2011). "Assessing the Impact of Organizational Learning Capability on Product Innovation Performance: An empirical test", Technovation, Vol.28, p.p.315-326.

Crossan, M. and Apaydin, M., (2010). A multi-dimensional framework of organizational innovation: A systematic review of the literature. Journal of Management Studies, 47(6), pp.1154-1191.

Damanpour, F. and Aravind, D., (2011). Managerial innovation: Conceptions, processes, and antecedents. Management and Organization Review, 8(2), pp. 423–454.

Festus Epetimehin (2011). Achieving Competitive Advantage in Insurance Industry: The Impact of Marketing Innovation and Creativity. Journal of Emerging Trends in Economics and Management Sciences (JETEMS) 2(1):18-21 (ISSN:2141-7024) 18

Kronfeldner, M. E. (2009). Creativity naturalized. The Philosophical Quarterly, 59(237), pp577-592.

Wu, X., Sivalogathasan, V.,(2013), Innovation capability for better performance: Intellectual capital and organization performance of the apparel industry in Srilangka. Journal of Advanced Management Science, Vol. 1(3),pp 273-175.

Jimes, J.D., Sanz Valle, R., (2011). ”Innovation, Organizational Learning and performance", Journal of Business Research, Vol 64, Issue 4. pp.408-417.

Sirmon, D.G., Hitt, M.A., Ireland, R.D., & Gilbert, B.A. (2010). Resource orchestration to create competitive advantage breadth, depth, and life cycle effects. Journal of Management, 37 (5): pp1390-1412.

Sengupta, Atri. Venkatesh, D.N, Sinha, Arun K. (2013), "Developing performance-linked competency model: a tool for competitive advantage", International Journal of Organizational Analysis, 21 (4): pp504 -527.

Gunday, G., Ulusoy, G., Kilic, K. and Alpkan, L. (2011). Effects of innovation types on firm performance. International Journal of Production Economics, 133(2), pp. 662-676.

Ren, L., Xie, G. and Krabbendam, K., (2010). Sustainable competitive advantage and marketing innovation within firms: A pragmatic approach for Chinese firms. Management Research Review. 33(1), pp.79-89.

Sok, Phyra; O’Cass, Aron, Momy, Sok, Keo. (2013), Achieving superior SME performance: overarching role of marketing, innovation and learning capabilities, Australian marketing journal, 21, pp161-167.



  • There are currently no refbacks.

Copyright (c) 2018 Fereydoon Omidi, Iman Abadar, Adibeh Jorfi

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing GroupAll rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.