New Service Development and Diversification Strategy : Particularities of Insurance Marketing and Bancassurance/Assurbanque in France

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New services are often the result of an innovation introduced by a diversification strategy. In this study, key factors for the success of the diversification strategy are identified through case studies of diversification between the insurance services industry and the banking services industry in France. Preceding the case studies, this study points out the particularities of insurance marketing and the French insurance market. Insurance marketing has a duality involving a subscription stage and one of claims servicing. The French insurance market is particular, given its variety of distribution channels. Case studies of Credit Agricole and AGF identify the key factors (appeal, brand, concept, consistency, credibility, differentiation, and education) of new service management based on the diversification strategy. In conclusion, this study clarifies the significance of service innovation, which lies in the promotion of value for customers in the market as a whole.

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