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  Pfeffer (1965) in his research focusses on measurability of potential of profit of the budding life insurance companies. He has mentioned about various types of strategies to gauge this profit. In addition to this he has also mentioned that the gauging of the potentiality of profit making is lesser because published data is lesser than the true performance. This concludes that of the new market players have the potential of staying in business for long time. Peterson (1972) presents the facet of effective schemes of innovative market strategies in life insurance industry. He stated that innovation flows as a two-way channel. Starting from the initial innovator to the larger players of the industry and this knowledge gets dispersed amongst all others. When the company protects its intellectual property though means and other methods the company retains a competitive advantage and automatically results in protecting its innovation. Hence, futuristic research is encouraged only when the company has rights to protect its innovations. Meidan (1982) strategically brings out the emphasis on the various strategies used for marketing for the insurers. A suitable strategy has to be the one which considers both internal and external factors affecting organisations. Strategies for ensuring growth as well strategies for fighting the market competition plays a crucial role in the organisation. The organizational structure of the marketing department and their responsibilities have to be given attention as much as possible. Fitzgerald (1987) focusses on the various factors which govern the amount of premium which the working married couple choose to put aside. Life insurance doesn’t play a very attractive factor in terms of being a tool which the company can project as a loss compensator for life to such couples as they already have both spouses earning. The result of the thesis shows that husbands usually get an upper hand in the share of major investment. Browne and Kim (1993) identify the factors that lead to the variations in life insurance demand across nations. Important factors found to be dependency ratio, national income, social security  provided by government, inflation, education level, average life expectancy, price of insurance and religion. The findings that life insurance is positively correlated with national income and negatively correlated with inflationary expectations, suggests that economic development and economic stability greatly increase life insurance consumption.   Outreville (1996) presents some empirical tests of the relationship between financial development and the development of the life insurance sector and provides empirical evidence of the negative effects of a monopolistic market on life insurance growth. Skilled human capital is a source of competitive advantage because industries in developing countries suffer from a major handicap of shortage of skilled personnel. Zimmerman (1999) in this study concentrates on the insurance industry and on insurance firms' actions designed to cope with barriers to international trade. Thy find out that there are 26  barriers to insurance trade, which are discriminatory against foreign insurers. Respondents feel that barriers can become a critical factor if they create prohibitive costs or difficulties for the firm's entry. A new market entry decision model has been proposed based on the findings. Saibaba et al (2002) study the perception and attitude of women towards life insurance policies.  Nowadays many insurance companies are trying hard to woo the female population. The study finds that women feel that their lives are not as valuable as their husbands, they perceive insurance as a tool for risk coverage and not as a tax saving device, there is also lack of knowledge about suitable insurance plans. Reddy (2005), in this article studies the customer perception towards life insurance companies'  policies. This study is limited to Bangalore city only. The results are that, majority of respondents feel that policies offered by private companies are up to their expectations but when compared with public companies' policies very few policies are better alternatives. Sharma and Agarwal (2005) discuss the insurance sector in India in the pre-nationalisation era,  post nationalisation era, post liberalisation era and emerging scenario. To be more competitive and responsive to the needs of the societies, the insurance players would be required to concentrate on the various strategies viz. environmental analysis, restructuring organisations, human resource development, efficient marketing strategies, distribution channels and corporate governance.   
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