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BURNETT'S VISION ON HOW TO MANAGE BUSINESS CRISES Managing Business Crises: Front Anticipation to Implementation. John Bumett. Westport, CT: Quorum Books, 2002. viii+219 pp., tables, figures, cases, bibliography, index. ISBN 1-56720-404-X (hardbound).
Effective crisis management should be proactive, according to John Burnett, author of Managing Business Crises: From Anticipation to Implementation. The book gives a guide to handling crises proactively and also includes common reactive ways of dealing with crises. Burnett begins the book with a history of typical crisis management and then leads into more proactive strategies for understanding, evaluating, responding to, and coping with business crises. There are twelve chapters with a case provided for each chapter. The tools given in this book are well recognized, and the author claims they will work for any type of organization.
Professor of marketing and chair of the department at the University of Denver, John Bumett is the author of 13 books. His publications include four widely used textbooks and articles in academic journals. His research is based on marketing communication strategies, segmentation, and services marketing. Bumett has been a consultant to several companies including AT&T and Johnson & Johnson.
In the opening chapter, "Crisis Management in a Nutshell," crises are described as not only major catastrophes, but also smaller ones in every type of firm. Three approaches are mentioned to investigating conflict: "case analysis of organizational crisis, crises prescriptions,...