THE IMPACT OF INTELLECTUAL CAPITAL ON THE PERFOMANCE OF INSURANCE COMPANIES IN REPUBLIC OF CROATIA

Intelektualni kapital najvažniji je resurs u djelatnosti osiguranja i reosiguranja, stoga čudi što je najmanje zastupljen u strukturi imovine osiguravajućih i reosiguravajućih društava. Važnost intelektualnog kapitala za ostvarenje konkurentske prednosti i uspješnosti poslovanja, u uvjetima liberalizacije tržišta i ekonomske globalizacije, posebno se osjeti u djelatnostima gdje se dodana vrijednost stvara u sustavu direktne prodaje, jer soft skills vještine zaposlenika osiguravajućih društava u prezentaciji i prodaji usluga životnog i neživotnog portfelja dokazuju se povećanjem broja osiguranika, povećanjem prihoda od premija osiguranja, likvidnošću osiguravajućeg društva, efi kasnosti rješavanja odštetnih zahtjeva, što će omogućiti veći tržišni udio a samim tim položaj i uspjeh osiguravajućeg društva. Osiguravajuća društva moraju u suvremenim uvjetima poslovanja konstantno razvijati postojeće usluge i uvoditi nove strategije i taktike te nove pristupe upravljanju, naglašavajući važnost ulaganja u znanje, kreativnost, inovacije, informacije, kvalitetu, brzinu, dizajn, brand, dakle ulagati u specifi čan oblik nematerijalne imovine u intelektualni kapital. Zbog malog broja teorijskih proučavanja utjecaja intelektualnog kapitala na povećanje uspješnosti osiguravajućih društava u Republici Hrvatskoj, u ovom radu istražit će se tržište osiguranja u Republici Hrvatskoj, odrediti veza nematerijalne imovine i povećanja broja polica osiguranja za razdoblje od sedam godina.Intelectual capital is the single most important resource in the activities of insurance and reinsurance and hence its least manifested representation in the structure of insurance and reinsurance companies is particularly surprising. The importance of intelectual capital in realisation of competitive advantage and business success within the conditions of market liberalization and economic globalization is visible especially in activities which generate added value in systems of direct sale. It is established that soft skills of employees related to presentation and sale of life portfolio in insurance companies are manifested through increased number of insured subjects, increased income from insurance premiums, likvidity of an insurance company, effi cacy in dealing with insurance compensation providing thus a greater market share and success of an insurance company. Insurance companies should constantly develop existing services and introduce new strategies and tactics in management, investments in knowledge, creativity, innovations, information fl ow, quality, speed, design and brand. In other words, contemporary conditions require specific investemnt in immaterial assets such as intelectual capital. Due to small number of researches on infl uence of intelectual capital on increased effi cacy of insurance companies in Croatia, this paper studies insurance market in Croatia, the link between immaterial assets and increased number of insurance policies in the period of seven years. The following methods gave been used: inductive and deductive methods, methods of synthesis and analysis, compilation and comparative methods