Lemonade : a fair insurance for digital native
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/40727 |
Resumo: | This case ultimate goal is providing an example of a digital insurance company targeting digital native generations, by punctually answering to all their purchasing preferences and needs. The paper is based on a theoretical frame about insurance industry mechanism, in the specific the traditional relationship between insurer and insured, and the consequential contrast within it, how traditional insurance companies are trying to innovate and reinvent their services and distribution channels in order to appeal the youngest generations of customers, which is by far one of the main incoming challenges both for small emerging insurance businesses and longlasted big incumbents, whose products and services have been shaped based on the needs and tasted of the previous generation. This scenario is compared with the clear and schematic characterization of youngest generations as customers, by defining purchasing needs and tastes of this segment and identifying the offer gap between these and the industry characteristics and practices. An example of how a company can address all the listed needs and preferences of Millennials and Gen Z is provided by Lemonade Insurance Case, whose strategy and initiatives are categorized based on the theoretical frame presented previously. The present Case is directed mainly to undergraduate students or teachers of undergraduate business courses, that aim to discuss the topic of the service digitalization and digital native targeting through an appealing and well-structured example, as the Lemonade Insurance one. |
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Lemonade : a fair insurance for digital nativeInsurance marketMillennialsDigitalizationBusiness strategyMercado de segurosDigitalizaçãoEstratégia de negóciosDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis case ultimate goal is providing an example of a digital insurance company targeting digital native generations, by punctually answering to all their purchasing preferences and needs. The paper is based on a theoretical frame about insurance industry mechanism, in the specific the traditional relationship between insurer and insured, and the consequential contrast within it, how traditional insurance companies are trying to innovate and reinvent their services and distribution channels in order to appeal the youngest generations of customers, which is by far one of the main incoming challenges both for small emerging insurance businesses and longlasted big incumbents, whose products and services have been shaped based on the needs and tasted of the previous generation. This scenario is compared with the clear and schematic characterization of youngest generations as customers, by defining purchasing needs and tastes of this segment and identifying the offer gap between these and the industry characteristics and practices. An example of how a company can address all the listed needs and preferences of Millennials and Gen Z is provided by Lemonade Insurance Case, whose strategy and initiatives are categorized based on the theoretical frame presented previously. The present Case is directed mainly to undergraduate students or teachers of undergraduate business courses, that aim to discuss the topic of the service digitalization and digital native targeting through an appealing and well-structured example, as the Lemonade Insurance one.O objetivo final deste caso é fornecer um exemplo de uma seguradora digital voltada para as gerações nativas digitais, respondendo pontualmente a todas as suas preferências e necessidades de compra. O artigo baseia-se em um quadro teórico sobre o mecanismo da indústria de seguros, na especificidade da relação tradicional entre seguradora e segurado, e o consequente contraste dentro dela, como as seguradoras tradicionais estão tentando inovar e reinventar seus serviços e canais de distribuição para atrair as gerações mais jovens de clientes, que é de longe um dos principais desafios de entrada tanto para as pequenas empresas de seguros emergentes como para as grandes empresas de longa data, cujos produtos e serviços foram moldados com base nas necessidades e gostos da geração anterior. Este cenário é confrontado com a caracterização clara e esquemática das gerações mais jovens como clientes, definindo as necessidades e gostos de compra deste segmento e identificando a lacuna de oferta entre estas e as características e práticas da indústria. Um exemplo de como uma empresa pode atender a todas as necessidades e preferências listadas dos Millennials e da Geração Z é fornecido pela Lemonade Insurance Case, cuja estratégia e iniciativas são categorizadas com base no referencial teórico apresentado anteriormente. O presente Caso é direcionado principalmente a alunos de graduação ou professores de cursos de graduação em administração, que visam discutir o tema da digitalização de serviços e direcionamento de nativos digitais por meio de um exemplo atraente e bem estruturado, como o Lemonade Insurance.Reis, Ricardo FerreiraVeritati - Repositório Institucional da Universidade Católica PortuguesaCarretta, Giorgia2023-03-28T11:14:25Z2022-07-012022-052022-07-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/40727TID:203133552enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:46:16Zoai:repositorio.ucp.pt:10400.14/40727Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:25.565584Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Lemonade : a fair insurance for digital native |
title |
Lemonade : a fair insurance for digital native |
spellingShingle |
Lemonade : a fair insurance for digital native Carretta, Giorgia Insurance market Millennials Digitalization Business strategy Mercado de seguros Digitalização Estratégia de negócios Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Lemonade : a fair insurance for digital native |
title_full |
Lemonade : a fair insurance for digital native |
title_fullStr |
Lemonade : a fair insurance for digital native |
title_full_unstemmed |
Lemonade : a fair insurance for digital native |
title_sort |
Lemonade : a fair insurance for digital native |
author |
Carretta, Giorgia |
author_facet |
Carretta, Giorgia |
author_role |
author |
dc.contributor.none.fl_str_mv |
Reis, Ricardo Ferreira Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Carretta, Giorgia |
dc.subject.por.fl_str_mv |
Insurance market Millennials Digitalization Business strategy Mercado de seguros Digitalização Estratégia de negócios Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Insurance market Millennials Digitalization Business strategy Mercado de seguros Digitalização Estratégia de negócios Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This case ultimate goal is providing an example of a digital insurance company targeting digital native generations, by punctually answering to all their purchasing preferences and needs. The paper is based on a theoretical frame about insurance industry mechanism, in the specific the traditional relationship between insurer and insured, and the consequential contrast within it, how traditional insurance companies are trying to innovate and reinvent their services and distribution channels in order to appeal the youngest generations of customers, which is by far one of the main incoming challenges both for small emerging insurance businesses and longlasted big incumbents, whose products and services have been shaped based on the needs and tasted of the previous generation. This scenario is compared with the clear and schematic characterization of youngest generations as customers, by defining purchasing needs and tastes of this segment and identifying the offer gap between these and the industry characteristics and practices. An example of how a company can address all the listed needs and preferences of Millennials and Gen Z is provided by Lemonade Insurance Case, whose strategy and initiatives are categorized based on the theoretical frame presented previously. The present Case is directed mainly to undergraduate students or teachers of undergraduate business courses, that aim to discuss the topic of the service digitalization and digital native targeting through an appealing and well-structured example, as the Lemonade Insurance one. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-01 2022-05 2022-07-01T00:00:00Z 2023-03-28T11:14:25Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/40727 TID:203133552 |
url |
http://hdl.handle.net/10400.14/40727 |
identifier_str_mv |
TID:203133552 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799132060549382144 |