Produktinnovationen und Produktmodifikationen in der Versicherungswirtschaft: Rolle und Bedeutung nach der Deregulierung

One consequence of the deregulation of the insurance industry in 1994 is a considerably improved scope for insurance companies to design products. Therefore, the question should be raised if there is an observable effect on the insurer’s behaviour with regard to the development of new products. This paper embodies results of an empirical study that collected data of 650 products that were launched in the German insurance industry between 1996 and 2005 and that could be categorised as product innovations or as product modifications. On the basis of the study, it was possible for the first time to provide quantitative evidence that in the whole industry the amount of product innovations (in average 2,4 per year) as well as of product modifications (in average 63 per year) stayed on a modest level after the deregulation and that the evaluated impact of the deregulation on the development of new products is relatively small. This is also demonstrated by the fact that 27% of all German insurers developed only one new product in ten years. In addition, it became evident that there is no significant change in the extent of the (small) impact in the last ten years. Thus, the deregulation itself only sent limited impulses for renewing products in the German insurance industry. Apparently, the theoretical considerations are supported that while considering a high entrepreneurial risk and the absence of a monopoly rent at the same time the Value Based Management imposes a high hurdle for the insurance industry to develop new products. The role of renewing products is therefore determined by their value contribution to companies and customers, whereas the deregulation itself marginally changed this role.