engleski

Enhancing performance of life insurance companies in Croatia

In our paper authors investigate business strategies which are important for improving efficiency and enhancing of the market's position of Croatian life insurance companies among competitors. Authors focus on production and distribution strategies as well as on strategy of mergers and acquisitions. Their analysis suggests that insurance companies should define their position with regard to products in terms of complexity or necessary inputs, specialisation or diversification of life insurance production and product innovation. They should focus on more cost-efficient channels of distribution, especially bancassurance, along with more intense marketing activities and information, as well as on adjustment of distribution channels to the chosen production strategy. The analysis of the companies' performance and size correlations demonstrates the existence of the economies of scale in the Croatian life insurance industry. This is why the efficiency of insurers' operations can be increased by their mergers and acquisitions.

insurance companes; performance; production strategy; distribution strategy; mergers and acquisitions

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