McCarthy, Breda (2008) Vivas health. In: Cunningham, James A., and Harrington, Denis G., (eds.) Irish Management 2.0: new managerial priorities in a changing economy. Blackhall Publishing, Dublin, Ireland, pp. 157-177.

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Abstract

Oliver Tattan, the CEO of VIVAS Health, sat in his office contemplating the company’s recent performance. The company is the fastest growing health insurer in Europe. Founded in 2004, it quickly gained 6% of the market, confounding analysts who predicted that the duopoly of VHI and BUPA (now Quinn HealthCare) would be in no way be challenged by the latest entrant. Product differentiation, aligned with price follower tactics, were key elements in its market entry strategy. A new branding strategy, ‘more power to your health’, was launched in 2006, which has helped the company differentiate itself from its competitors. The company has managed to create ‘new market space’ in a well guarded market (Kim and Mauborgne, 1999; Bryce and Dyer, 2007). Its vision centres on the notion of ‘wellness’ as opposed to ‘illness’. The company adopts a broad definition of health, seeing it as a complementary mix of physical, emotional and spiritual wellbeing. With this in mind, Vivas aims to launch new products and services to meet the needs of its growing subscriber base.

Item ID:	9286
Item Type:	Book Chapter (Research - B1)
ISBN:	978-1-84218-159-1
Keywords:	opportunity recognition, entrepreneurship, private health insurance
Date Deposited:	27 Oct 2010 23:06
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150399 Business and Management not elsewhere classified @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910402 Management @ 100%
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