Global transformation can be seen in all aspects of economic life. The complexity, dynamics and uncertainty of environment changing its limits mean for companies not only necessity to meet new expectations of stakeholders, but also increase their operational risk. Reputation risk management becomes the key challenge of modern businesses. In the process of managing reputation risk, three independent processes must be identified: crisis management, issues management and corporate social responsibility (CSR). Each of these processes is slightly different. Issues management process is as important as the crisis management, but requires different skills and tools. In the process of issues management corporations seek to ensure compliance of its own actions within the scope of CSR with the expectations of stakeholders, using various sophisticated communication systems. Strategic planning, constant monitoring, bold actions and willingness to cooperate with stakeholders are today the key challenges in the management of reputation risks.
Artykuł pokazuje wspólny punkt tych dyscyplin, jakimi jest odpowiedzialność za otoczenie społeczne i przyrodnicze zarówno podmiotów indywidualnych jak i firm. Perspektywą badawczą artykułu jest koncepcja zrównoważonego rozwoju. Edukacyjny walor etyki biznesu oraz etyki środowiskowej powinien być szeroko wykorzystywany w ukształtowaniu programów dydaktycznych.
EN
The paper shows a common point of these two areas i.e. the responsibility of both: individuals and firms for the social and environmental settings. The concept of sustainable development serves as a research perspective in the paper. The educational quality of business ethics and environmental ethics should be commonly applied in developing didactic programmes.
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