The empirical relationship between entrepreneurial intensity and market share concentration in the South African life insurance industry
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Date
2018
Authors
Nondumo, Dini
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Abstract
The market share of the top five companies moved from 73% to 82% over a five year period (Alagidede and Mangenge, 2015; Report Buyer, 2016). This study aimed to investigate South African life insurance companies’ corporate entrepreneurship levels and more specifically the relationship between entrepreneurial intensity, entrepreneurial orientation innovation and corporate entrepreneurship. Through empirical research, the study looks to see if these variables are correlated or associated with the life insurance companies’ market share.
The empirical research was instigated through quantitative research conducted through survey questionnaires disseminated to the employees of life insurance companies. The quantitative research approach was applied to the study with the intention of focusing on gathering numerical data and generalizing it across a wide spectrum of relevant participants and stakeholders within the South African life insurance industry, in an attempt to explain the phenomenon of entrepreneurial intensity in relation to market share concentration
The research projected that the reason for this high concentration may be attributed to low levels of entrepreneurial intensity within life insurance companies and affirm that there was an association between entrepreneurial intensity and the market share. The research sought to confirm these assumptions by conducting empirical research into the entrepreneurial orientation innovation and corporate entrepreneurship levels within South African life insurance companies. The results from this empirical research conclude that companies are not necessarily embracing or applying the principles of entrepreneurial intensity to the extent one may expect them to.
Literature has indicated that the determinants for market demand could play a significant role in understanding the fundamentals of how the South African life insurance market share may be grown. Further research should look into the possible correlation between disruptive innovations and market share growth and diversification in the South African life insurance industry.
Keywords: Entrepreneurial Intensity, Entrepreneurial Orientation, Innovation, Corporate entrepreneurship, Entrepreneurship, Life Insurance, Market Share Concentration
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A research report submitted to the Faculty of Commerce, Law and Management, in partial fulfilment of the requirements for the degree of Master of Management in Entrepreneurship and New Venture Creation.
University of the Witwatersrand, Johannesburg, 2018
FEBRUARY 2018
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Citation
Nondumo, Hlangalam Dinilesizwe (2018) The empirical relationship between entrepreneurial intensity and market share concentration in the South African life insurance industry, University of the Witwatersrand, Johannesburg, <http://hdl.handle.net/10539/26281>