Open AccessStrategic direction and synergy: a case study of a Colombian insurance company
Author(s) -
Martha Ligia García,
Pablo A. HOYOS,
Plutarco A. CORTEZ,
Libardo C. Vargas,
Alexa J. MONTOYA
Publication year - 2021
Publication title -
revista espacios/espacios
Language(s) - English
Resource type - Journals
eISSN - 2739-0071
pISSN - 0798-1015
DOI - 10.48082/espacios-a21v42n14p05
Subject(s) - business , identification (biology) , perspective (graphical) , strategic management , industrial organization , insurance industry , marketing , actuarial science , botany , artificial intelligence , computer science , biology
Strategic management is essential in an organization from the identification of exogenous and endogenous factors to define its actions. The article shows a strategic management model for the commercial area of an insurance company in a branch in Colombia, based on the analysis of the shortcomings exposed by the company, to strategically structure and manage the commercial area with a perspective to increase sales and improve its local market share.