Identifying Dimensions of Marketing Flexibility and Factors Affecting it in Life Insurance

The present study aims to identify the dimensions of marketing flexibility and the factors affecting it in life insurance. Library and mixed methods were used. This research uses a mixed approach to collect the data related to the research questions. In the qualitative phase, the statistical population of this research are the managers and experts of the National Insurance Company of Iraq. The sample size of the qualitative study is ten people, obtained by theoretical saturation. Data collection in the qualitative part was done by the interview method, and data analysis was done by the thematic analysis method. Then, the quantitative analysis to validate the obtained model includes exploratory and confirmatory analysis. The statistical population was customers of Iraq insurance and was considered quantitatively unlimited. The sample size was estimated to be 384 people. Sampling was done in a simple random way and then non-random sampling. Data collection was done using a questionnaire. The results identified factors affecting marketing flexibility, including environmental changes and marketing strategies, and its dimensions, including marketing mix, customer orientation, and organizational structure. The results of the quantitative phase indicated the impact of marketing strategy and environmental changes on marketing flexibility. Achieving an organization with flexible marketing capabilities that create a competitive advantage over competitors requires paying attention to the external environment and formulating marketing strategies created by changing organizational structures and processes to respond to the needs and interests of customers.