True Believers

Four years ago, Fireman's Fund Insurance Company made a leap of faith by launching an incentive travel program to spur profit growth. It was a leap because there is still no accepted way to measure the effect such trips actually have on sales and competitiveness. But with four incentive trips now behind him, Fireman's Fund Vice President of Corporate Administration and Communications David Kliman has become a believer.

He's far from the only one. Insurance companies have been sponsori

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