DEVELOPMENT OF INTEGRATIVE MODEL FOR ANTICIPATIVE REPUTATIONAL CRISIS MANAGEMENT

Zbog snažnih promjena u društvenom, institucionalnom i poslovnom okruženju, koncepti reputacije poduzeća te reputacijske krize dobivaju sve veći značaj u suvremenom poslovanju. U situaciji reputacijske krize, kada je reputacija do velike mjere ugrožena, kupci prestaju kupovati proizvode, dobavljači prekidaju poslovnu suradnju, a kreditori prestaju financijski pratiti poduzeće, što dovodi u pitanje samu egzistenciju poduzeća. Uzimajući u obzir navedeno, postavlja se pitanje mogućnosti preventivnog djelovanja na reputacijsku krizu. Do sada nije bio razvijen model koji bi integrirao interne i eksterne odrednice anticipativnog reputacijskog kriznog menadžmenta te istražio njihov utjecaj na očuvanje obje dimenzije reputacije, one povezane s korporativnom sposobnosti i one povezane s društvenom odgovornosti. Ovom doktorskom disertacijom razvijen je upravo takav model koji je empirijski testiran na uzorku poduzeća iz poslovne prakse te koji je pružio važne zaključke o mogućnosti djelovanja na očuvanje reputacije poduzeća. Temeljem dobivenih rezultata provedenog empirijskog istraživanja može se zaključiti kako bi poduzeća trebala intenzivirati aktivnosti koje ide u smjeru jačanja pozitivnih odnosa s javnošću u svrhu očuvanja obje dimenzije reputacije te implementirati aktivnosti detekcije ranih znakova upozorenja u svrhu očuvanja reputacije korporativnih sposobnosti.Due to the strong changes in the social, institutional and business environment, the concepts of corporate reputation and reputational crisis are gaining ever greater significance in modern business. In a reputational crisis situation, when reputation is to a large extent compromised, customers stop buying products, suppliers break business cooperation, and creditors cease to financially support the company, thus questioning the existence of the company itself. Taking into account the above, the question of preventive action on the reputational crisis is raised. Until now, no model has been developed to integrate the internal and external determinants of the anticipative reputational crisis management and investigate their impact on the preservation of both dimensions of reputation, those associated with corporate abilities and those associated with corporate social responsibility. This doctoral dissertation was designed to develop such a model which was empirically tested on a sample of companies from business practice and which also provided important conclusions about the ability to preserve company's reputation. Based on conducted empirical research and obtained results it can be concluded that companies should intensify activities which lead to strenghtening of positive relations with key publics in order to preserve both imensions of the reputation and also implement activities related to detection of early warning signals in order to preserve dimension of the reputation associated to corporate abilities