Assessment Of Organizational Crisis Preparedness Determinants Impact On Corporate Reputation

Company reputation is of vital importance for success, where a reputational crisis represents a significant risk for survival. Therefore, the main research problem of this article is to, through primary empirical research and the use of survey questionnaires on relevant Croatian business practice respondents, assess the impact of the determinants of anticipatory reputational crisis management, more precisely the outcome of the relationship between the organization and its key stakeholders, on the preservation of both dimensions of reputation (reputation of corporate abilities and reputation of corporate social responsibility). The analysis of the theoretical model was carried out using PLS-SEM, where a direct and positive relationship among constructs was identified. Therefore, companies that want to protect their reputation should invest resources in socially responsible and PR activities, implement mechanisms for evaluating internal stakeholders’ satisfaction, and adopt practices that allow key stakeholders a higher level of transparency and involvement in the company's decision-making process.