Journal of Emerging Trends in Economics and Management Sciences: Home

Article Title:
Achieving Competitive Advantage in Insurance Industry: The Impact of Marketing Innovation and Creativity
by Festus M Epetimehin

Abstract:
In order to achieve new gains for its stakeholders and fulfill their needs and requirements, organisations must continuously search for the development of its product and services through marketing innovation and creativity. This will play a very important role in achieving competitive advantage especially in the insurance industry where competition is much stiffed, through the forces of change brought into the industry by recapitalization and consolidation. The study was carried out to find out whether marketing innovation and creativity has an impact on achieving competitive advantage in the insurance industry. The study shows that marketing innovation and creativity are crucial in organisational success. It also concluded that through marketing innovation and creativity, the insurance industry can improve their businesses and achieve a competitive advantage.

Keywords: Marketing Innovation, Creativity, competitive advantage, insurance innovation, management�s perception, client�s perception

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