This study aimed at posing and testing a theoretical model able to depict the impact of the coalignment between competitive and collaborative strategies upon the performance of companies, utilizing the SCP paradigm as a theoretical platform. The variables for the complete model were sought from 97 works published between 1977 and 2004, consolidated also by specialists as by the theory. The field research was implemented through the insurance companies that published their financial statements from 2002 through 2004, with a rate of responses correspondent to 61,54% of the insurance companies final sample and to 60,26% of 2004 industry insurance premium. The test of the model was attained through SEM Modeling and presented good general fit indexes, which permitted its applicability for the Brazilian insurance industry. The coalignment has shown itself as germane when it involves the variables that represent the regulation of the sector, the entry of new insurance companies and the level of coverage renewal within the same firm.
Strategic models; SCP paradigm; coalignment; Brazilian insurance market; structural equation modeling