Managing crises in business is a critically important strategic approach to handling situations that threaten the normal functioning of the organization. It involves identifying crisis precursors, developing action plans for effective resistance, and reacting to crisis events in real-time.

Crisis management is oriented towards preserving the company's reputation, minimizing losses, and restoring normal business processes as quickly as possible. It includes communication with stakeholders, making strategic decisions, coordinating personnel actions, and engaging external support if needed.


An enterprise may encounter a crisis situation in various aspects of its operations, but generally, the following types of crises are distinguished. Some are related to internal mistakes and shortcomings, while others arise as a result of actions by third parties, such as individuals, businesses, or even the government.

  • Reputational Crises. Threaten the company's reputation and income due to unethical behavior by employees, owners, or related parties, leading to negative publicity and loss of consumer trust.
  • Management Crises. Arise from ineffective management or internal conflicts among owners or employees when these conflicts become public.
  • Legal Crises. Linked to law violations or non-compliance with legal requirements.
  • Financial Crises. Arise from financial problems such as debts, insolvency, or reduced profitability.
  • Operational Crises. Related to disruptions in operational processes, such as production, supply chains, or logistics.
  • Technical Crises. Result from technology leaks, cyber-attacks, or technical equipment failures.
  • Market Environment Crises. Arise from market changes, new competitors, or changes in consumer preferences.
  • Social-Political Crises. Result from changes in the social or political environment that can impact the company's activities.
  • Health and Safety Crises. Linked to negative effects on the health of employees or customers and may include pandemics and other global health threats.


There is often a question about the relationship between crisis management and risk management. Crisis management and risk management are two different but interconnected concepts in management. Here are the key differences:

  • Time Aspect. Crisis management typically deals with the immediate response to unforeseen events or emergencies when harm has already occurred. In contrast, risk management focuses on predicting potential events and developing strategies to prevent or mitigate them, often during the planning stage.
  • Nature of Events. Crisis management addresses adverse events that have already occurred and may lead to serious consequences. Risk management, on the other hand, deals with the identification, assessment, and management of potential risks and unwanted events before they occur.
  • Approaches. Crisis management places more emphasis on stress testing and responding to emergency situations. Risk management uses predictive and proactive management methods to minimize the likelihood of negative events.
  • Cooperation. Crisis management typically requires close cooperation and quick decision-making during crisis situations. In contrast, risk management is based on planning and collaboration at early stages to prevent crisis situations.

While these concepts differ, they are closely related. Effective risk management can significantly reduce the likelihood of crisis situations and facilitate their management if they occur. The connection between the two concepts is also evident in the set of anti-crisis and anti-risk measures and counteraction methods, which are very similar. The main difference lies in the fact that most risk management measures take place before the problem arises at a calm and measured pace, while in crisis management the same occurs in emergency mode.

Achieving the commercial objectives of a company through effective marketing requires a deep understanding of the market situation, consumer needs, the ability to analyze and explore alternatives, and a creative approach to problem-solving. Our company has extensive experience in defining optimal marketing strategies for our clients' businesses, creating a strong brand and market positioning, as well as developing a marketing mix and implementing the chosen strategy. You can familiarize yourself with the services and solutions our company offers on the "Services" and "Solutions" pages, respectively.
Popular blog articles
Business plan: structure and recommendations
What is a business plan? What structure does a business plan have and what are its key elements? How is a business plan composed in practice?
Marketing strategy - definition and development
What is a marketing strategy? How to develop a marketing strategy? What factors should be taken into account in the process of marketing strategy elaboration?
Marketing plan: structure and recommendations
What is a marketing plan? What is the structure of a marketing plan and what elements are essential for success? Does an ideal example of a marketing plan exist?
Brand and branding in modern marketing
What is a brand? Why is it important to have a strong brand? What does branding mean for companies? What is brand equity?
Brand equity as a central element of a marketing mix
What is brand equity? What advantages does brand equity offer? What is the structure of brand equity? How to create brand equity?
Positioning as a method of building brand equity
What is positioning? How does positioning relate to the concept of brand equity? How to implement step-by-step positioning in practice?
Integration of secondary associations into brand positioning
What are secondary associations? What is the significance of secondary associations? What are the sources of secondary associations?
Basic brand elements: name, domain, logo, slogan, character, and others
What are the basic elements of a brand? What are the general and specific criteria for selection? How can the elements be combined to maximize the brand equity?
Evolution of the marketing mix from 4P to 12P
What is a marketing mix? What are the elements of the marketing mix? What factors influence the evolution of the marketing mix?
How to develop a marketing mix - classic 4P concept
What are the elements of the marketing mix according to the 4P concept? What are the most common strategies, approaches, and tools for each element of the mix?
Additional elements of the marketing mix - the concepts of 8P, 12P
What elements are added to the classic 4P marketing mix nowadays? Which concept should be chosen - 4P, 8P, or 12P? Is there really a need for such an extension of the marketing mix?

Subscribe to newsletter
© 2017 DiNANTA
Made on