ANALISE DA INDÚSTRIA DE SEGUROS À LUZ DA TIPOLOGIA DE PORTER / ANALYSIS OF THE INSURANCE INDUSTRY BASED ON THE POTER`S TYPOLOGY

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

This study aims to quantitatively analyze and classify 49 companies of the insurance industry into strategic groups based on Porter`s typology (1980) and to identify the competitive strategies of the groups that presented the best performance between the years of 2006 until 2008. For this, some concepts about strategic groups, competitive strategy, Porter s generic typology and performance evaluation were reviewed in the literature. The data used for this study were obtained from two secondary sources: the first was given confidentially by Costa (2006) and contributed with part of the strategic and environmental variables. The second source was the SUSEP (Superintendence of Private Insurance) website from which two strategic variables and the performance variables were extracted. Then, in the consolidated database, statistical tests were applied, such as: z score, Kolmogorov-Smirnov and Shapiro-Wilk, k-means clusters, MANOVA, ANOVA, among others. Five strategic groups have been identified and 32.65% of the firms surveyed were allocated in the group without placement. This has direct relation to the past of this highly regulated market which consequently presents low competition.

ASSUNTO(S)

strategic groups estrategias competitivas competitive strategies ambiente competitivo industria de seguros grupos estrategicos competitive environment insurance industry desempenho achievement

ACESSO AO ARTIGO

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