UPRAVLJANJE TEHNOLOŠKIM INOVACIJAMA U FUNKCIJI PRODAJE OSIGURANJA

professional thesis

• Title (english): MANAGEMENT OF TECHNOLOGICAL INNOVATIONS IN THE FUNCTION OF SELLING INSURANCE
• Author: Ante Validžić
• Mentor: Mihovil Anđelinović (mentor)
• Committee member: Mislav Ante Omazić (predsjednik povjerenstva)
• Committee member: Mihovil Anđelinović (član povjerenstva)
• Committee member: Drago Jakovčević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2021-12-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Razvoj društva u pogledu kontinuiranog tehnološkog napretka i stvaranja inovacija utjecao je na
djelatnost osiguranja. Zbog mnogih specifičnosti djelatnosti proces implementacije inovacija u
području osiguranja, u odnosu na druge djelatnosti, nešto je sporiji, no osiguravajuća se društva u
današnje vrijeme ipak odmiču od tradicionalnih kanala prodaje. U ovom se radu obrađuju pojmovi
tehnologije, inovacija i samog osiguranja, te se detaljnije istražuju glavne odrednice prodaje
osiguranja kao ključnog generatora prihoda u osiguravajućim društvima. Također, istražuju se
promjene do kojih je dosad tehnološki napredak doveo u djelatnost osiguranja, te mogućnosti
razvoja i korištenja novih suvremenih tehnologija sa svrhom razvoja prodaje te stjecanja i
povećanja konkurentske prednosti. Premda predstavljaju izazov za osiguravajuća društva,
mogućnosti koje nove tehnologije poput clouda, Interneta stvari, blockchaina, umjetne
inteligencije, pametnih ugovora, telematike ili dronova donose su mnogobrojne. Njihovim je
razvojem omogućeno stvaranje novih proizvoda, usluga i poslovnih modela, kao i otvaranje novih
kanala prodaje osiguranja koji mogu funkcionirati kao potpuno samostalni odnosno nezavisni
kanali. Olakšan je proces prikupljanja potrebnih informacija, pospješena je kvaliteta i kvantiteta
sklapanja polica osiguranja i mogućnost rješavanja nastalih šteta. Nove tehnologije također
otvaraju mogućnost stvaranja personaliziranog odnosa s klijentima te personaliziranih proizvoda i
ponuda koji su namijenjeni upravo pojedinom korisniku. Sve navedene prednosti, koje korištenje
suvremenih tehnologija omogućuje, doprinose razvoju funkcije prodaje u društvima za osiguranje
i ostvarivanju konkurentske prednosti na tržištu. Također, nove tehnologije omogućavaju značajnu
uštedu vremena i resursa koje je potrebno uložiti u proces prodaje, što pridonosi optimizaciji
funkcije prodaje u osiguravajućim društvima.

Abstract (english)

The development of society in terms of continuous technological advancement and innovation
creation has influenced the insurance industry. Due to many industry specificities, the process of
implementing innovation in the insurance industry is somewhat slower than other industries, but
insurance companies are moving away from traditional sales channels. This paper deals with the
concepts of technology, innovation and insurance itself, and explores in more detail the main
determinants of insurance sales as a key revenue generator in insurance companies. It also
examines the changes that technological advancement has brought to the insurance industry so far,
as well as the possibilities of developing and using new modern technologies for the purpose of
developing sales, gaining and increasing competitive advantage. Although challenging for
insurance companies, the opportunities that new technologies such as the cloud, the Internet of
Things, blockchain, artificial intelligence, smart contracts, telematics or drones bring are numerous.
Their development has enabled the creation of new products, services and business models, as well
as the opening of new insurance sales channels that can function as completely independent or
autonomous channels. The process of gathering the necessary information has been facilitated, the
quality and quantity of insurance policy making and the possibility of dealing with damages have
been improved. New technologies also open up the possibility of creating personalized customer
relationships, as well as personalized products and offers that are tailored to the individual user.
All of these advantages, which the use of modern technologies enables, contribute to the
development of sales function in insurance companies and to competitive advantage in the market.
Also, new technologies provide significant savings in the time and resources needed to invest in
the sales process, which contributes to the optimization of the sales function in insurance
companies.

• Keywords: osiguranje; tehnologija; inovacije; prodaja; konkurentnost
• Keywords (english): insurance; technology; innovation; sales; competitiveness
• Language: croatian
• URN:NBN: urn:nbn:hr:148:595046
• Study programme: Title: Leadership; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica vodstva (sveučilišni/a specijalist/specijalistica vodstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-05-19 11:14:31