Kurum kimliğinin bir unsuru olarak inovasyon: Türk sigorta sektöründe örnekler

After 1980s; innovation became an important tool for permanence of companies while increasing competition in the market. Innovation is a concept different from the discovery part of its application. Indeed, innovation is a part of corporate identity and has become an indispensable element for subparts of the corporate identity consisting of institutional philosophy, institutional behavior, corporate communications and institutional design. Innovation, on the other hand, expresses the ability to convert new ideas into commercial success. From this part, the suggestion box system becomes important during collection of ideas and their realization. For the insurance industry which becomes institutionalized after 1990 in Turkey, this system becomes an important tool. Because it is ready to understand and meet the critical needs of companies and has therefore emerged as an effective means of internal communication. The contemporary companies should consider innovation as an essential element of the institutional identity and accept the suggestion box system as a means of innovation.