摘要：In order to be able to strategically manage the crisis within business environment, it is essential to talk about the process of crisis planning, as well as strategy management within an organization. To achieve that an adequate training of staff is necessary, in addition to that the analysis of the situation and search for alternative solutions are reąuired. To be able to properly get prepared for a crisis planning and strategy management process, both scholarly discussions and practical solutions are necessary. Action planning enables management not only to evaluate the dynamics within a business environment, but also evaluate similar changes related issues. So in this context the paper analyses the solutions of strategic changes, specifying crisis communication in an organization and employee's self-identification. The author claims that the main attention should be paid to the individual, improving his professional skills, developing his competencies, what helps him successfully identify in organization and enables to integrate in the labor activities in the nearest future. This is the essential principle of crisis situation management and decision making. The principle reąuires to evaluate the processes of employee socialization, individualization and adaptation as well as to form the expression of employee identification in an organization. Otherwise we have a „psychological tiredness" crisis - because of the lack of collaboration among employers in a company. This crisis is described as physical and emotional tiredness of employees from the intensive team work and too high reąuirements for employers' innovations. It is important to know - the management in each organization should know the weak points in their personnel management and should have a built-in advance employee identification strategy, which would accelerate the process of the employee's adaptation to organizational goals and values and stipulate his/her efficiency and work satisfaction in order to manage crisis situations. Stress and ambiguity often follow crises, which negatively effect decision making. The sooner the managers are able to find the main factors for risk, the more the crisis plan is efficient regarding decision making. Efficient management of the strategy process may have impact on the organization in taking actions to minimize the crisis. Crisis management reąuires collaboration with systems, efficient internal and external communication, setting the persons and their roles expressed by special duties and responsibilities, effective collective decision making, control and collaboration responsibility. In this context the author presents the theoretical substation of the model of crisis management in an organižation. The construct of the presumptive model of crisis management is presented and focused on the relation between thee elements: • The strategy of crisis management in organization - the preparation of crisis situation prevention program, the identification of crisis nature, the operative actions when crisis appears and the liąuidation of crisis conseąuences rehabilitating the organizational performance. The cycle reopens with the preparation of new crisis situation management programs. • The efficient corporate communication -asa strategic management function, focusing nowadays challenges: the necessity to create confidence between internal and external audience of a company; to activate business forming responsible corporate culture as the prevention and management of crisis. • The processes of employee socialization, individualization and adaptation as well as the means to form the expression of employee identification in organization. Try to manage the impact of the elements of discomfort. Scientific problem: applying systematic analysis of academic and practice literature the paper discusses topical and relevant issue - crisis management in an organization. While elaborating scientific discussions the paper introduces crisis management through the efficient corporate communication as a strategic management function and employee identification in organization covering wider perspective and dealing not only with the economic aspects on crises management. The aim of the article is to conceptualize the model of crisis management in organization, the structure of which is constructed in the perspective of communication and individual 's social identification. In this case of the constructive methodological approach was chosen, which enabled to reveal the estimation of the subjective phenomena and to develop the researcher's attitude to the researched problems. In this way, action planning based on a crisis management model may be helpful in integration the constituent parts of a strategy process developing the crisis management perspectives. The structure of the paper: <"In the first part the conceptualization of the definition of crisis in an organization has been presented. The author seeks to define crisis concept. <"In the second part the process of crisis planning and strategic management has been discussed. The author tries to describe the strategy of crisis management in an organization and seeks to accept decisions. The author illustrates a new construct of a theoretical model of crisis management in an organization. The objective effect is a preparation to have a scenario of crisis management. It is necessary to revise the strategy of company which had been executed. This theoretical viewpoint illustrates the various approach of the crisis management in an organization and modifies a new strategic determination. http://dx.doi.org/10.5755/j01.ee.22.1.221
关键词：crisis planning;transformation of social identification process;efficient crisis communication;the model of crisis management in an organization;krizių planavimas;socialinio identifikavimosi transformacijos;efektyvi krizinė komunikacija;krizių valdymo organizacijoje modelis
