Investigating the Impact of Organizational Strategy on Life Insurance Demand (Case Study: Bushehr Insurance Companies)

Strategic management with its emphasis on strategic thinking has become an undeniable requirement in today's business world. Classical approaches to strategic planning have fallen into the trap of stereotyping and have been criticized by many organizational thinkers for neglecting its core essence, strategic thinking. On the other hand, the inherent disorder of strategic thinking causes confusion among strategic managers and doubts about the reproducibility of organizational strategic decisions. In this research, the intention is to investigate the effect of strategic thinking on innovation and the successful introduction of new products by Alborz Insurance Company. Standard questionnaires were used to measure research variables. The questionnaire was distributed among 126 sample people from the statistical population who are the managers and sales representatives of Alborz Insurance Company in Bushehr province. The research method was descriptive-correlational. To answer the questions and test the research hypotheses with Smart-PLS software, the method of studying structural equations and path analysis using the partial least squares (PLS) method was used. The results showed that strategic thinking and its dimensions (systemic perspective, focus on intention, smart opportunism, time thinking, and hypothesis-based thinking) have a significant impact on innovation and the successful introduction of products and services of Alborz Insurance Company.