Innovativeness of Banks and Insurance Companies in Developing Markets: Guidelines for success

The article examines innovation activities in banks and insurance companies in Sloveniaʼs developing financial market. The importance of the efficient new financial services development process and the impact of three core factors (i.e., marketing synergy, organizational culture, and market characteristics) on the services success are stressed. Market characteristics are the most important success factor of new banking and insurance services. The liberalization of financial markets in the European Union has led to a search for new opportunities of global financial corporations in less developed financial markets. The consequence of the increased competition is the need for the innovation of domestic and conservative financial organizations.V članku so obravnavane inovacijske aktivnosti v bankah in zavarovalnicah v Sloveniji, ki predstavljajo razvijajoči se finančni trg. Poudarjen je pomen učinkovitega izvajanja procesa razvoja novih finančnih storitev in treh ključnih dejavnikov (trženjska sinergija, organizacijska kultura in značilnosti trga), ki vplivajo na uspešnost bančnih in zavarovalniških storitev. Značilnosti trga so najpomembnejši dejavnik uspeha. Globalne finančne organizacije so zaradi liberalizacije finančnih trgov v Evropski uniji začele iskati nove priložnosti na manj razvitih finančnih trgih. Zaradi povečane konkurence se je v domačih in konservativnih finančnih institucijah pojavila potreba po inoviranju