Abstract
Competition is the essence of success [20], suggests Michael Porter, a leading scientist in the field of business strategies and competitiveness. According to Porter, competition defines validity of activities undertaken by specific companies which include innovation, culture, or practical implementation. Analysis of competition and competitive position is crucial for market success of each insurance and reinsurance company. In this paper, we focus to the analysis of the competition in insurance markets in the countries of former Yugoslavia. The main conclusion is that without an enhancement of competitive advantage, driven by improvements in productivity, innovation and costs, insurance companies will not be able to achieve successful business performance in the future. Improving competition in not only in the interest of individual insurance companies, but also of the market as a whole and thus the insured, given that the improved competition brings improved quality of service and lower insurance premiums.
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