Analisis Penerapan Aliansi Strategis Perusahaan Asuransi Dalam Memperkokoh Ekuitas Merek "Studi Kasus Pada PT Asuransi Cigna Indonesia"

• Main Authors: , REZA BASKORO, , B.M. Purwanto, Dr., M.B.A
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2011
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/89897/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51128
• Institution: Universitas Gadjah Mada

A tight competition has occurred in financial industry and any companies that participate in this industry have to take strategic policy to survive in the competitive market. The new strategic policies must be established and implemented to win the competition. Strategic alliance is one of potential strategy that can be implemented. The implementation of strategic alliance is not always successful among the companies that associated to each other. Cigna as an insurance institution also applies strategic alliance with banking institution as an alternative policy toward the tight competition. This research will demonstrate a successful strategic alliance that Cigna applies with bank CIMB Niaga and unsuccessful strategic alliance that Cigna applies with bank Bukopin. Also, the research will find out the root of difficulty why the implementation of strategic alliance can be successful or not to support the development of concept and theory of strategic alliance and strategy itself. In addition to the information that has been described in paragraph above, this research will directly witness the influence from strategic alliance that Cigna applies to its partner toward company�s brand equity. Strategic alliance that has been implemented by any companies must show positive influence toward brand equity because brand equity is an important asset to company itself. By analyzing the data, it demonstrates that strategic alliance has brought benefits to company and the brand equity as well.