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2013 | t. 14, z. 12, cz. 1 Zarządzanie w XXI wieku. Menedżer innowacyjnej organizacji. Część I | 299--309
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Crisis Management in the Context of Rebuilding The Corporate Reputation

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It takes many years to build corporate reputation and it depends on systematic work as well as commitment of all employees. However, the greatest responsibility for creation and retention of positive reputation is borne by the top-level managers. It turns out that the biggest challenge for managers is not to build good reputation but to rebuild corporate reputation that was damaged. This article presents the causes and types of crisis situations which can have a negative influence on corporate reputation as well as it points at the rules and procedures of its rebuilding, with a particular reference to the role of the managers in this process. One of the most crucial features and skills in the rebuilding process is an ability to communicate transparently and efficiently with the environment. On the example of Cadbury a process of effective rebuilding of damaged reputation has been shown. The crisis was caused by revealing the presence of bacteria called salmonella in its products in 2006(original abstract)
  • Politechnika Śląska
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