Study on Competitive and Synergy Relationship in Business Eco-System of Emerging Direct Response Insurance Category

Abstract

Nowadays, business eco-system is perceived as one of key concept in strategy and aggressively discussed in many industries focusing it's critical role of network and platform. However not enough studies clarified it's process of generation and practical application of implications in the field of global marketing.

Purpose of this paper is to examine the process of emergence of new insurance market category with Direct response business model and it's critical factors required to establish new market category through review of how competitive strategy and initiatives had mutual dependency and synergy effects and contributed to grow it's market category, with respect to framework of business eco-system.

This study clarified one perspective of “Omote no Kyosoryoku,” to establish competitive advantage in the market today which products and services lose it's competitiveness in short and fall into commodity category.