عنوان مقاله [English]
نویسندگان [English]چکیده [English]
The present study has investigated the effects of competitive forces on the performance of private insurance companies in Iran by considering the mediator role of the competitive combined strategies. The research is descriptive-collective. The statistical population consists of all deputies and head managers of active private companies in insurance industry that is in total 190 people, and due to the limited number of statistical population, the whole community, is studied in the form of census. Data gathering tool is a researcher made questionnaire with 25 questions, whose validity has been approved by two formal and structural approaches, and the questionnaires reliability has been approved by using Cronbach’s Alpha method. Data analysis is done by using Amos 22 software and structural equation modeling. The results of the investigation hypothesis indicated that the competition between existing companies in insurance industry and the threat of new enterprises in this field has a significant positive effect on the selection of combined company's strategy, but the customer’s bargaining power has a negative significant effect on the cost leadership and differentiation combined strategy selection as well. Also, the results of other hypotheses revealed that the existing competitive forces in the insurance industry can affect their performance by significant influence that they have on the selection type of company’s strategies.