The Internet is obviously a force that is here to stay. Every segment of the economy is experiencing dramatic change and is having to respond to shifts in the value chain, enhanced consumer power, and altered competitive cycles. Although the insurance industry has characteristics that should put it at the forefront of Internet adoption, certain cultural and technological factors could continue to limit penetration in the near term. Four strategic business models emerging from the competitive field are: marketplace/exchange, work‐site marketing, transaction processor, and eyeball attractor. This article identifies the factors for success within each model, then provides a competitor analysis to grade insurance e‐commerce organizations on various competencies from Web site functionality to insurance capabilities.
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Adam Klauber (2000) studied this question.