Crisis management to avoid damage for corporate reputation: the case of retail chain crisis in the Baltic countries

ENThis paper analyses crisis management in relation to its effect on corporate reputation. It provides theoretical analysis of crises management actions that contribute to avoid damage for corporate reputation. Empirical research of the paper provides case analysis of retail chain “Maxima” crisis management in the Baltic countries. Even though retail chain “Maxima” has made several mistakes during crisis, in general crisis was managed properly so this case provides valuable insights how preventable crises should be managed to avoid damage for corporate reputation. Keywords: crisis management; corporate reputation; retail chain.