Corporate Marketing Strategy Model (Case Study in Indonesian Insurance Company)
This study aims to develop a model of corporate marketing strategy using six indicators of Arthur D Little which uses the company’ financial statements in the insurance field listed in Indonesian Stock Exchange. The number of samples used is equal to the number of population, such as nine companies that are still active in doing trading and reporting the financial statement periodically and published at stock exchange website. By using the interpretation, there are six indicators found as the Corporate Marketing Strategy. The result is standardized using the Zcore methods which are tested by Confirmatory Factor Analysis model. The given result is modeled by using Principal Component Analysis-Exploratory Factor Analysis, and retested by using the Confirmatory Factor Analysis. Therefore, given the result that it is initially come up as a Corporate Marketing Strategy that consists of six indicators variable with two variables factors, such as Effectiveness Strategy (product, management and system, technology, and operation strategy) and Efficiency Strategy factors (market and retrenchment strategy).
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Document Type: Research Article
Publication date: April 1, 2015
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