أثر استراتيجية النمو على الأداء التسويقي لدى شركات التأمين الكويتية

الملخص EN

This study aimed mainly to identify the impact of the growth strategy on the marketing performance of Kuwaiti insurance companies.

The study found results, there is a morally significant impact of the growth strategy on (integration strategy, diversification strategy, focus strategy) on marketing performance (profitability, market share) of insurance companies operating in Kuwait at an indicative level (α ≤ 0.05).

The study recommended that : attention to diversity in the provision of insurance services by Kuwaiti insurance companies in accordance with the needs of customers