Modeling Factors Affecting Innovation Performance of Firms Using the Integrated Cognitive Mapping Method and Bayesian Networks in the Insurance Industry

Insurance industry is one of the service industries in which competition and innovation have always been significant. The purpose of this research has been the design and modeling of factors affecting innovation performance of firms in the insurance industry. Statistical community of this research includes Iranian insurance industry and academic experts. First, by literature review, 35 factors related to innovation were defined. They decreased to 14 factors through interview with experts. Then the proposed conceptual model was tested through semi-structured interviews. In this research, "sequential integrated research" was used. First cognitive mapping methodology for defining primary model of innovation was used. The modeling of Bayesian networks was used to confirm the model. Finally, output of this research is the conceptual model of the innovation power of the firm in the insurance industry.