MAP20071500514García, Clara-E.Competing through marketing adoption : a comparative study of insurance companies in Belgium and Spain / by Clara-E. García, Jaime Rivera Camino and Víctor MoleroThe paper offers a diagnosis of the current stage of development of insurance firms operating in Belgium and Spain according to the differential patterns they exhibit in the adoption of the concept of marketing. The theoretical approach it use here has been defined in order to include three critical dimensions: the organizational process that encompasses the marketing adoption concept: the extent to which differential marketing patterns are related to business and economic performance; and finally to identify the influence of managerial decision-marking and their planned patterns of strategic behaviour in the development an ongoing process of marketing adoption. finally, departing from increasing globalization and competition, the analysis has been extended to offer empirical evidence focusing on how national culture and market conditions might influence the organizational process shaping marketing adoption En: The Geneva papers on risk and insurance : issues and practice. - Genève. - Vol. 24, nº 3 July 1999 ; p. 417-4351. Empresas de seguros. 2. Marketing. 3. Distribución de seguros. 4. Estrategia empresarial. 5. Management. 6. Cultura empresarial. 7. Entornos empresariales. 8. Estudios comparativos. 9. Bélgica. 10. España. 11. Márketing de la empresa de seguros. I. Rivera Camino, Jaime. II. Molero Ayala, Víctor Manuel. III. Title. IV. Título: The Geneva papers on risk and insurance.
