Abstract
This paper identifies and analyzes the differences between the life insurance industries in two emerging markets. Using institutional theory as a conceptual framework we compare the regulatory, cognitive and normative dimensions of the life insurance industry in emerging markets of China and India. We propose and employ a qualitative methodological variation of the Country Institutional Profile (CIP) that has been successfully used to describe national environments in the International Business literature. This innovative methodology captures the socially embedded aspects of the examined phenomenon more completely than the commonly employed survey-based methodology. Using this methodology we propose a three-dimensional typology of constructs and themes within each national context. Those typologies are then compared across contexts.
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