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Image Management with the Use of Virtual Communication in Crisis Situations Based on the Example of the CD Projekt Capital Group

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  • Pacierz Mateusz

    (Jan Kochanowski University of Kielce, Stefana Żeromskiego Street 5, 25-369 Kielce)

Abstract

Image management in crisis situations is one of the most important functions, not only for a company’s team responsible for marketing, but also for its executives and strategists. Given today’s ubiquity of the Internet, crises spread faster than just a few years ago, making it important to halt them effectively with the help of virtual communication. This article first considers the theoretical fundamentals in the field of image management, defining the concept of crisis, its sources and phases. Next, the empirical part presents a profile of the company under consideration, CD Projekt, examining selected examples of the crisis situations in has experienced. We then describe the solutions and strategies the company undertook to minimize the effects of the crisis, mainly losses of reputation. A survey was also carried out on a sample of 354 people from the company’s broader environment in order to gauge people’s opinions about changes in the company’s perception.

Suggested Citation

  • Pacierz Mateusz, 2021. "Image Management with the Use of Virtual Communication in Crisis Situations Based on the Example of the CD Projekt Capital Group," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 1-20, September.
    • Handle: RePEc:vrs:mosaro:v:41:y:2021:i:3:p:1-20:n:4
    DOI: 10.2478/minib-2021-0012
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    More about this item

    Keywords

    image management; public relations; marketing; crisis;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M54 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Management

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