REPUTATION CRISIS RESPONSE STRATEGIES ON THE EXAMPLE OF SELECTED POLISH COMPANIES.

Reputation is a valuable, but simultaneously highly vulnerable asset and the most difficult to protect asset of enterprise. No company is able to protect itself from committing some errors and avoiding the risk of reputation loss or damage. But the point is to identify the sources and causes of risk and take appropriate action related to compensation tarnished reputation, and so choose the appropriate crisis response strategy. Against this background we present examples tarnished reputation in selected Polish companies (Wawel, Bank Pekao Group, LPP Group), its financial and nonfinancial consequences and crisis response strategies. In a summary it was concluded that moderate, small, impairment of reputation and a proper reaction of a company can be a positive experience and it can even contribute to the enforcement of reputation in the future. [ABSTRACT FROM AUTHOR]