Inovação e marketing

Technology and Investment, 2012, 3, 57-62 doi:10.4236/ti.2012.32008 Published Online May 2012 (http://www.SciRP.org/journal/ti)

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The Impact of the Imitation and Innovation Marketing in Services the Case of the Banks and Insurance
Mohamed Cherchem
Laboratory of Lameor, Faculty of Economic and Management, University of Oran, El M’Naouer, Algeria Email: [e-mail] Received September 7, 2011; revised March 12, 2012; accepted March 19, 2012

ABSTRACT
Under current conditions of competition, it becomes more and more risk for a bank or an insurance company not to innovate. Customers expect a steady stream of new products and services [1-3]. The competition will certainly do its best to satisfy those desires. Continuous innovation is the only strategic choice to avoid loss of market share, many studies claim that the prosecution and the blind imitation of competitors and neglect of clients are the underlying reasons for many failures of new financial products [4,5]. This paper presents a framework for innovation in financial services and the consequences of imitation in terms of innovations in financial services. The study was conducted in two parts: the first part focuses on the concepts of innovation in services and the creative process and the implications as well as marketing and organizational success factors and causes of failures of new banking products and services and insurance, through a guide 26 maintains direct interview questions to each manager (regional directors) of banking and insurance. This paper proposes to shed light on this issue. Keywords: Innovation; Imitation and Services; Marketing

1. Introduction
Calvin L. Hadock, president of the American Marketing Association (AMA) says that the prosecution and the blind imitation of competitors and the neglect of clients are the root causes of many failures of new banking products and insurance [6]. Of many banks and insurance that adopt the strategy of imitation of copying promptly