Taboo no more: a qualitative country institutional profile of life insurance in China and India

Purpose - This paper aims to compare the emergence and evolution of organizational fields through an analysis of the life insurance industries in two large emerging markets. Using institutional theory as a conceptual framework, we compare the regulatory, cognitive and normative dimensions of the life insurance industry in China and India. Design/methodology/approach - The authors introduce a qualitative variation of the country institutional profile (CIP) that has been traditionally implemented as a quantitative analytical tool used to describe differences in national environments. This newly proposed methodology captures the socially embedded aspects of the phenomenon more completely than commonly employed survey-based methodology. Findings - This analysis leads to a three-dimensional typology of constructs and themes within each national environment. These themes include the importance of regulation and protectionism, the domestic savings culture, family support structures and human capital development within the industry. The authors conclude by comparing these typologies to consider the implications for studying change in organizational fields across contexts. Originality/value - As the authors reflect on the evolution of organizational fields, they demonstrate how the interplay of historical factors and new global norms results in a negotiated stance between compliance with new norms and allegiance to local interests. In terms of methodological contribution, we show how the socially embedded aspects of the examined phenomenon are explored more completely by the proposed qualitative CIP than through its quantitative variation. This approach and the analysis illustrate a complex interplay of local and global norms within a selected industry that may be missed by other research methods.