Taking AA Insurance from recovery to sustainable growth

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      <subfield code="a">The U.K. personal lines insurance industry has changed significantly over the last few years, as a result of new entrants, new technology and changing customer expectations. This article describes how AA Insurance, the largest personal lines intermediary in the U.K., has responded to these changes and after a period of weakness has arrested decline to emerge as a company outperforming its sector. The authors firmly believe that in a change programme of this nature it is only by looking at the impact from the individual employee's point of view, as well as the organization's, that a transformation can be realised</subfield>
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      <subfield code="g">Vol. 31, nº 4, August 1998 ; p. 560-570</subfield>
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