Innovation in medium‐sized insurance companies: how marketing adds value

Companies under threat can call upon three main types of innovation. First, market innovation – improving the mix of markets served. Second, product innovation – improving the mix of products offered. Third, process innovation – improving the mix and efficiency of internal operations. All types of innovation pose challenges, particularly to companies with little or no experience of managing change. Reports on efforts in five companies which needed to change to stay alive. Describes the types of innovation chosen by their CEOs and the means used to start the innovation process. Marketing considerations were found to be of decisive importance.