A busca por vantagem competitiva como estratégia das empresas: uma análise da diferenciação de serviços nos seguros de automóveis

Abstract

Abstract: This study seeks to analyze the main approaches to competitive strategies, with a more specific discussion of differentiation strategies and their importance for the growth and development of companies. Initially, a brief theoretical discussion on the subject is made, with the aim of consolidating concepts and systematizing ideas about differentiation strategies. Therefore, through a review of the existing literature on the subject, an attempt is made to understand the main characteristics and factors inherent to the strategies of differentiation and linkage with the competitive advantage of companies. Next, the analysis and results of a survey carried out with a group of customers who contracted car insurance through CLUBCARD, a business segment of Banco ABN AMRO that serves individuals in insurance, credit and vehicle financing operations, are presented. And it concludes by drawing attention to the differentiating factors that are most valued by these customers and that interfere with their choice of car insurance.