This paper presents a diagnosis of the current development stage of insurance firms operating in Belgium and Spain according to the differential patterns they exhibit in the adoption of marketing concept. The theoretical approach we use here has been defined in order to include three critical dimensions: the organizational process that encompasses the marketing adoption concept; the extend to which differential marketing patterns are related to business and economic performance, and finally to identify the influence of managerial decision making and their planned patterns of strategic behavior in the development and ongoing process of marketing adoption. Finally departing from increasing globalization and competition our analysis has been extended to offer empirical evidence focusing on how national culture and market conditions might influence the organizational process shaping marketing adoption.