Univrsity Of Tehran Press Journal of Business Management 2008-5907 10 1 2018 04 21 Developing a Social Marketing for Insurance Companies Developing a Social Marketing for Insurance Companies 31 48 65786 10.22059/jibm.2018.228575.2510 FA Reza Esmaeilpour Associate Prof., Dep. of Management, Gilan University, Rasht, Iran 0000-0001-7245-6590 Meisam Ghasem Nezhad PhD. Candidate in Business Policy Marketing, Dep. of Management, University of Gilan, Rasht, Iran Journal Article 2017 02 26 The main issue of study is how increased traffic culture through behavioural interventions can create shared value for insurance companies? Based on, the purpose of this research developing a social marketing model for insurance companies through the experience of traffic Police  behavioural interventions to increase traffic culture. Grounded theory was used to denote theoretical constructs derived from qualitative analysis of data. The statistical population of this research according to subject matter area are traffic police experts and insurance experts in Guilan province. Theoretical sampling is used to collect data from participants, based on; theoretical saturation takes placed in 20 interview. The findings show that insurance companies can use persuasion, warning, awareness and coercion strategies in response to higher-risk behaviours of insured persons that consequence of these Strategies is shared value creation. The main issue of study is how increased traffic culture through behavioural interventions can create shared value for insurance companies? Based on, the purpose of this research developing a social marketing model for insurance companies through the experience of traffic Police  behavioural interventions to increase traffic culture. Grounded theory was used to denote theoretical constructs derived from qualitative analysis of data. The statistical population of this research according to subject matter area are traffic police experts and insurance experts in Guilan province. Theoretical sampling is used to collect data from participants, based on; theoretical saturation takes placed in 20 interview. The findings show that insurance companies can use persuasion, warning, awareness and coercion strategies in response to higher-risk behaviours of insured persons that consequence of these Strategies is shared value creation. https://jibm.ut.ac.ir/article_65786_473113d0ec0211974903aa170bc2706e.pdf