Novoseletska A. Theoretical and Methodological Foundations of the Strategy for Managing the Competitiveness of Life Insurance Companies

The dissertation is devoted to summarizing theoretical provisions and developing practical recommendations for forming the competitiveness management strategy of life insurance companies. The functioning of the insurance services market ensures the financial stability of business entities in complex and risky situations and their ability to respond quickly by compensating for potential losses, improving the population's welfare, implementing state social and economic protection policies, and accumulating the country's investment potential. To provide their competitiveness and achieve leading positions, insurers must continuously monitor and improve their business processes, using innovative management methods and competitive strategies. 9 The study generalizes the essence and components of the competitiveness management strategy of life insurance companies and examines the issues and features of competition in the insurance market.