Skuteczność inicjatyw z zakresu CSR jako strategii zabezpieczania reputacji przedsiębiorstwa na wypadek kryzysu
Effectiveness of CSR initiatives as a strategy of corporate reputation insurance during crisis

Summary/Abstract: CSR actions can be viewed as a form of insurance in crisis times. They can protect the value of firm’s reputation against potential losses inflicted by stakeholders, prompted by evidence of corporate social irresponsibility. On the other hand, the trend of increased skepticism make the use of CSR involvement in communication campaigns to counter negative publicity increasingly difficult and precarious. Practitioners should be aware of the powerful impact of cues that decrease the credibility of their claims: short CSR track record, no strategic character of CSR initiatives and lack of adjustment of CSR to sector specification.

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