Explaining the Process of Market Share Maximization through the Application of Artificial Intelligence in Marketing Strategies: The Case of Iran Insurance Company
Keywords:
Market share, artificial intelligence, marketing strategies, smart marketing, Iranian insuranceAbstract
This study aimed to explain the process through which Iran Insurance Company can maximize its market share by identifying the mechanisms, conditions, and strategies associated with the application of artificial intelligence in marketing. This applied study adopted an exploratory–explanatory qualitative design. The participants were 14 managers, senior experts, and specialists in insurance marketing, information technology, data analytics, and digital transformation, selected through purposive and snowball sampling until theoretical saturation was achieved. Data were collected through semi-structured interviews, which were recorded, transcribed, and prepared for analysis. The data were analyzed using the grounded theory methodology of Strauss and Corbin through open, axial, and selective coding. A paradigmatic model was subsequently developed comprising causal conditions, contextual conditions, intervening conditions, strategies, a central phenomenon, and consequences. The analysis generated 372 initial concepts, which were consolidated into 32 components and 12 principal dimensions. Competitive transformations in the insurance market, changing customer behaviors and expectations, and the emergence of transformative technologies were identified as causal conditions. Artificial intelligence-based intelligent marketing, including intelligent marketing practices and advanced customer analysis, emerged as the central phenomenon. Information technology infrastructure, organizational capabilities, and the specific characteristics of the Iranian insurance market constituted the contextual conditions. Insurance and cybersecurity regulations, employee resistance to change, and resource limitations were identified as intervening conditions. The principal strategies included service personalization, marketing campaign optimization, intelligent customer interaction management, technological infrastructure development, enhancement of employees’ digital competencies, and development of an innovation ecosystem. These strategies facilitated value creation for customers and the organization, sustainable competitive advantage, profitability, and ultimately increased market share. Maximizing the market share of Iran Insurance Company requires an integrated intelligent marketing system in which data infrastructure, organizational capabilities, artificial intelligence technologies, and customer-oriented strategies are developed and implemented coherently.
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Copyright (c) 2025 Ansiyeh Faegh (Author); Ahmad Askari; Dariyoush Jamshidi (Author)
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