Growth strategies as applied by insurance firms in Kenya.

      Аннотация: This book is useful to post graduate students in Management and Insurance Marketing. The General objective of this study was to study the influence of the growth strategies on the performance of firms in insurance industry in Kenya. The study looked into how the Diversification strategy, Market penetration strategy, Market development strategy, Product development strategy and the Moderating effect of Ownership structure have influenced the performance of firms within the insurance industry. On Market development Strategy which requires firms to expand by opening branches, they are strongly advised to re-look in to this since the study established that this negates performance. It is only those who choose to pursue the growth strategies will have better performances.

Ключевые слова: Marketing, Managenent, Insurance services