The Relationship Between Organizational Culture and Liquid Thinking in the Design of Innovative Insurance Products

In today's highly competitive world, innovation in insurance products is recognized as one of the key factors in the success of insurance organizations. This study aims to examine the relationship between organizational culture and liquid thinking with an emphasis on innovation in the design of insurance products. The research method is descriptive-analytical and, in terms of purpose, it is applied. The statistical population includes employees and managers of selected insurance companies in Iran. Data were collected using standardized and researcher-made questionnaires and analyzed through structural equation modeling (SEM). The results showed that organizational culture directly and indirectly affects innovation in the design of insurance products through liquid thinking. Among the dimensions of organizational culture, adhocracy and clan cultures had the most positive effects, while bureaucratic culture showed a negative impact. Additionally, liquid thinking plays a significant mediating role and can be considered a key factor in facilitating creativity and the development of innovative insurance products. The findings emphasize the necessity of strengthening innovative organizational cultures, promoting mental flexibility, and the ability to move beyond traditional mental patterns in insurance organizations. These factors can play a decisive role in enhancing the competitiveness of the insurance industry in future markets.

کلیدواژه ها:

Organizational Culture ، Liquid Thinking ، Innovation ، Insurance Products ، Insurance Industry ، Structural Equation Modeling ، Financial Service Design