Product details

The Group Covea (a mutual insurance group company) comprises three large French brands: MAAF, MMA and GMF. MAAF is a multiline insurer that serves individuals and professionals. Its offering covers all insurance domains: notably savings and prevention products, grouped under its subsidiary MAAF Vie. Francis Gauthier was charged with overseeing the Development and Savings Division and the Financial Advisor network of the MAAF Vie subsidiary in July 2013. At age 55, his mission consisted in pursuing and extending the objective of developing the profitability of savings products by executing new actions endorsed by the Executive Board. The profitability of these products had been deemed insufficient. As the new head of the Financial Advisor network, Gauthier must, along with advisors, implement the new development strategy and put in place the corresponding territorial organization. He must, as well, promote and reinforce new commercial and managerial behaviors. To carry out this change, Francis Gauthier relied on the five forces’ change model put forth by the sociologist of organizations François Pichault, a comprehensive attempt to embrace the many questions raised by change management. The case aims at allowing students to master it by analyzing in detail its real application to the subsidiary MAAF Vie.