Rozwój kanału direct na polskim rynku ubezpieczeń
Development of the direct channel on the Polish insurance market

Summary/Abstract: Polish insurance market has undergone significant shifts resulting from the development of the market economy model in our country. Changes in rules governing of the insurance business have led to the opening of the Polish market for foreign financial institutions. Native actors have to face competition from international insurers. On the basis of their experience, insurance companies in Poland enrich their offer and modify their marketing strategies. The purpose of this article is to show the potential of the direct channel. The presented findings are the result of own research conducted towards PhD thesis, which defense took place in December 2013.

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