How to identify and prioritise factors affecting the designing of innovative strategies in insurance industry based on the blue ocean approach by FDAHP and SEM
by Mohammad Hossein Khasmafkan Nezam
International Journal of Business Innovation and Research (IJBIR), Vol. 20, No. 4, 2019

Abstract: This study aims to identify and rank the factors affecting the designing of an innovative strategy based on blue ocean strategy approach. Therefore, the Iranian insurance industry has been selected as a statistical population. One hundred fifty employees including managers of the branches and the province, experts, representatives, senior experts and staff managers were considered as a statistical sample. In the first step, the criteria and sub-criteria were determined by the fuzzy Delphi (FD) method. Finally, the criteria were prioritised by fuzzy analytic hierarchy process (FAHP). For data analysis, one sample t-test and variance analysis were used; to assess the fit of the proposed model from the criteria, structural equation modelling (SEM) was used. The analysis showed that service quality criterion is the highest priority, and in the next ranks, interaction quality and communication, price, brand, creation, physical evidence, internet service, and comfort and welfare are located.

Online publication date: Mon, 04-Nov-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email