Despite the company’s recent rebranding as a provider of risk-based solutions, premium growth is expected to be slow due to stiff market competition (The Star, 2008a). 2.0 Embracing the Value Based Approach To achieve its mission of being a risk-based solutions provider, JIB must embrace value creation from its two rudiments, ie...
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understanding what really constitutes customer value, and how the business subsequently aligns its resources to deliver that value to its chosen market segments (DeBonis et. al. 2002, p.3). To the customer, insurance is primarily viewed as unsought goods (Kotler 2009, p.362), either purchased to satisfy stakeholder requirements or based on the traditional notion of transferring financial risk of a potential loss...
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