Entrepreneurial marketing in insurance industry State or private? Compare and prioritize

Abstract

The aim of this study was to determine the level of entrepreneurial marketing and its dimensions in two sector i.e. public and private insurance companies in north of Iran, Mazandaran province. To evaluate the level of EM, we used Nonparametric Test and Entropy to prioritize them. 253 questionnaires were distributed by using cluster sampling method. The results indicated that the level of EM in public sector is greater than the average level but in private one, its level is equal with the average threshold. Results of Entropy indicated that calculated risk taking has the highest priority in public sector but in private sector proactiveness has the highest priority.