FWD: Customer-centric marketing in online insurance

FWD: Customer-centric marketing in online insurance

In November 2019, David Broom, Chief Marketing Officer of FWD Singapore, replayed a commercial ad clip of his company, as he ruefully considered the competitiveness of the insurance market in Southeast Asia. Building competitive resilience in a cutthroat market dominated by large traditional insuran...

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Bibliographic Details
Main Authors: Lui, Patricia, BHATTACHARYA, Lipika
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2020
Subjects:
Services Marketing
Customer Centricity in Online Insurance
Branding
Product Differentiation
Technology Differentiation
Pricing Strategies
Asian Studies
Finance and Financial Management
Marketing
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/294
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-19-BATCH%20%5BPDF-Pic%5D/SMU-19-0044%20%5BFWD%5D/SMU-19-0044%20%5BFWD%5D.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/cases_coll_all/294
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-19-BATCH%20%5BPDF-Pic%5D/SMU-19-0044%20%5BFWD%5D/SMU-19-0044%20%5BFWD%5D.pdf

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