Clustering of Technology Evaluation Strategies via CAPTECH Developing a Model for Business Intelligence Improvement in E-Insurance Industry Marketing (Case Study: Novin Insurance Branches of Tehran


1 MSc in Executive Management, Payame Noor University, Tehran, Iran.

2 Associate Professor, Payame Noor University, Tehran, Iran.

3 MSc in Business management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.


Successful marketing and setting of electronic insurance industry, is an intersectional activity that need lots of infrastructures and IT instruments such as business intelligence. This study aims to develop a combined model to improve BI level in e-insurance industry and to appear the main critical factors of business intelligence in Novin insurance Co. Statistical population of this study were top managers and staff of 35 branches of Novin insurance company in Tehran. The research was conducted using a questionnaire comprised of 20 items in 4 dimensions (IT, Staff, Knowledge, Culture and Innovation). Mann-Whitney Test results show a significant gap between perception and expectation in our sample. In the next step, we categorized our indicators in three Kano's groups and found 5 indicators in (Must be) group with a priority in improvement. Using comprehensive interviews, we illustrate 10 Key Process operations but unfortunately, Novin Co has a better situation compared with competitors only in 4 KPO. Our results suggest new strategies toward a better competitive situation and core competencies.