Migrating DIFI into the Intouch Internation Strategic Alliance: Cruising on Smooth Sea or Weathering the Tempest?

Published 31 Jul 2009
Reference 5602
Topic Strategy
Region Global
Length 7 page(s)
Language English

The case describes the international expansion of DIFI, an Israeli direct insurer, to the CIS markets. The main focus is on the marketing management of the company and on the issues related to bringing an innovative business model to, and managing operations in, emerging markets. The case discusses an alliance between DIFI and RSA Group, a British insurer.

Teaching objectives

1) Channel management: Advantages and challenges of direct distribution vs. using intermediaries. 2) Globalisation strategies for service companies: How to strike the right balance between international standardisation and adapting to local markets. 3) Strategic alliances as accelerators of international growth: Do?s and don?ts. 4) The HR dimension of strategic alliances: Country cultures and corporate cultures. 5) Challenges in migrating from a ?regulated economy? to a competitive mindset. 6) Service strategy: Respective roles and interaction between technology and HR.