A Study of Impact to Market Through Competitive Interaction Between Firms：An Example of International Brokers

• Main Authors: Chu-Chien Wei, 朱建威
• Other Authors: Lu-Juin Cherng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/78942671927609867279

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 97 === International brokers operating in Taiwan may have the advantages when compared with local brokers and insurance firms of offering more professional services and with greater foreign reinsurance markets. However, as marred by the circumstance where the overall insurance market is mired by earnings downfall, international brokers more than competing with insurance firms, also largely need to confront the rivalry coming from other brokers. As a result, the rivalry among the four major international brokers operating in Taiwan, with overlapping resources and marketing, is deemed to be more fiercely than the rivalry among the other brokers. In this competition market, international brokers will also face more harsh battle for their market position. The study’s objective lies in attempting to apply the dynamic competition theory’s observation, motive and capability, when faced with such a competing market, to analyze the actions of the assaulter and the counter-assaulter, and in anticipation of locating the best assault action strategy and counter-assault action strategy. The dynamic competition theory study that focuses on individual businesses can be used to analyze the inter-firm rivalry and counteraction among companies. The study adopts the multiple evidence sources as the case study method, together with interviewing the case companies’ relevant personnel and peer insurance workers, which is then linked to the case companies being interviewed according to the research framework, and lastly the summarized findings are presented in a questionnaire mode. The study findings revealed that accelerating a linkup or strategic pact of varied industry groups is conducive to excel a firm’s observation capability, and excel the rapidity and accuracy on the source of industry information. While offering an incentive reward system and strengthening the pay system is able to induce firm employees to secure new business and improve the firm’s ability of rivaling execution. Yet to excel the firm’s rivaling response capability, there is a need to delegate the power to various department heads that are to spearhead the negotiation and coordination of new business, and in turn contribute to excelling the firm’s response efficiency throughout the competing interaction process.