Management innovation and transformation of management control in Moroccan enterprises

The research is aimed to evaluate the internet marketing strategies in of life insurance companies in Ukraine. The insurance service in the time of digitalization faces scenarios of implementation in the marketing strategy on-line component. The main challenge for Ukrainian life insurance companies comparatively with the world practice is non-obligatory status of such kind of insurance contracts. So, on the one hand, costs of operation, regulatory pressures and inflexible technology infrastructure are increasing, and, on the other hand, economic recession does not allow to increase the number of insured persons, premiums and profit growth.
Sector of financial services is characterized by an increase in the level of competition, life insurance compelled to compete with pensions funds, banks and other financial institutions in order to defend their market share. Insurance companies marketing strategy determines how an insurer can best achieve its goals and objectives, keep existing customers and attract new ones with minimal costs.
Keeping all the above problems around the study would attempt to study all the factors that contributed to the effective marketing strategies. This paper presents different marketing strategies that are taken up in life insurance services keeping in view external and internal environment of the company.

The increasing role of digitalization in the banking sector necessitates an in-depth analysis of the impact of information technology (IT) investments on bank profitability. The paper analyzes the influence of IT investments on the profitability of Vietnamese commercial banks. The data were collected from 27 commercial banks in Vietnam between 2010 and 2022. The methodology used in this paper is the Feasible Generalised Least Squares (FGLS) regression. The key results indicate that investment in IT has improved the overall performance of banks, as evidenced by an average increase of 1.8% in Return on Assets (ROA) and 15.3% in Return on Equity (ROE). In addition, the Equity-to-Asset ratio exerts a favorable influence on bank performance, increasing ROA by 15.7% and ROE by 40.9%. Furthermore, bank size also demonstrates a positive correlation with both ROA and ROE, raising it by 0.3% and 2.3%, respectively. Based on these findings, more efficient investment in digital transformation, collaboration with Fintech firms, IT competence enhancement for staff, and communication promotion for Vietnamese commercial banks are recommended. Enabling environments for bank digital transformation should be provided by the Government in building a centralized database and electronic systems, introducing fintech regulations, establishing digital ecosystems, and implementing security solutions.

Acknowlegment
This paper is funded by the National Economics University, Hanoi, Vietnam.
The authors would like to express their gratitude to the comments from chairs, scholars, and audiences at the 19th International Conference on Humanities & Social Sciences 2024 – Applying Humanities & Social Sciences for a sustainable future, Khonkhaen University, Thailand (ICHUSO-011). This paper has been revised significantly after presenting at the IC-HUSO 2024 Conference.

The COVID-19 pandemic has affected different sectors of the economy, including insurance, and has become a problem and a clear catalyst for innovation. The pandemic has highlighted some inefficiencies of the traditional model of interaction between insurers and their customers and focused on insurance companies’ efforts on innovations and investments in the digital future. That is why the article aims to generalize the transformations of the institutional environment in the InsurTech ecosystem in the context of the COVID-19 pandemic and identify prospects for its development in the post-pandemic period.
The analysis of the functioning of InsurTech as an ecosystem necessitated the identification of challenges for the insurance market in the context of COVID-19. The peculiarities of the insurance market development have been identified: the blurring of boundaries between insurers, BigTech firms, and technological partners; expanding interaction with policyholders based on the principle of support and the use of social networks; changes in the structure of the implemented insurance services; an increase in insurance fraud cases; the growing demand for parametric insurance products; introduction of a digital approach to the interaction with customers and employees, modernization of technological infrastructure and expansion of data processing capabilities; remote risk identification; acceleration in the use of financial technologies by insurance market participants. There is a transformation of the insurance market under the influence of business processes digitalization because insurers are aware of the importance of InsurTech in the formation of competitive advantages.
For many companies, the crisis has strengthened their innovative development strategies and accelerated the implementation of financial technology tools in their business processes against the background of modernization of technological infrastructure. Chatbots, telematics, the Internet of Things, machine learning, artificial intelligence, predictive analytics, etc., are widely used. In the future, InsurTech will also play an important role in introducing digital innovations in the insurance market.