DKV Group: Truly Interested in You
The case describes the strategy of management through reputation that the DKV Group has been using in the Spanish market. This management strategy has helped the company establish a unique competitive positioning in the crowded health insurance industry and delivered some of the best growth rates in the market during the previous few years. With the help of exhaustive data, the case explains how this management style was developed and implemented within the company, its main characteristics, and how it has transformed the way DKV operates at all levels. The case then moves onto the challenges the company faces in the near future and whether the company's current strategy needs to be adapted to face them.
Collection: IESE (España)
Ref: M-1343-E
Number of pages: 18
Publication Date: Jun 21, 2016
Language: English, Spanish
What material is included in this case:
Description
The case describes the strategy of management through reputation that the DKV Group has been using in the Spanish market. This management strategy has helped the company establish a unique competitive positioning in the crowded health insurance industry and delivered some of the best growth rates in the market during the previous few years. With the help of exhaustive data, the case explains how this management style was developed and implemented within the company, its main characteristics, and how it has transformed the way DKV operates at all levels. The case then moves onto the challenges the company faces in the near future and whether the company's current strategy needs to be adapted to face them.
Read more
Year: 2015
Geographic Setting: Spain
Industry Setting: Insurance and Security
Learning Objective
This case is designed to open students' eyes to the idea that marketing, communication and innovation must be at the center of corporate and brand strategy development. In these recent years of brand parity, there has been a drastic step towards higher company values that involve customers and make the brand different, building a good reputation and preference. Changing the purely economic focus, this case allows for extensive discussion on the intangible assets that a company should work for, as well as their role in company leadership and execution.
Leave your rating
"DKV Group: Truly Interested in You"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Individuals