Issue-Management: Begriff und Idee des "Issue-Managements"
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Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Unternehmensf�hrung, Management, Organisation, Note: 1,3, Fachhochschule Worms (Fachbereich Wirtschaftwissenschaften), Veranstaltung: Studiengang European Business Management, Sprache: Deutsch, Abstract: 1. EINLEITUNG UND PROBLEMSTELLUNG "If you don't manage Issues, Issues will manage you" Durch den gesellschaftlichen Wandel nahm das Interesse der �ffentlichkeit an der Wirtschaft st�ndig zu, mit teilweise gravierenden Auswirkungen. Globalisierung der Informations- und Wirtschaftsm�rkte, gestiegenes Umweltbewusstsein, Wertewandel in der Gesellschaft und wachsender Legitimationsdruck zeigen, dass das gesellschaftliche Umfeld starken Einfluss auf den Erfolg einer Unternehmung hat. An diesem Punkt setzt Issue Management an, n�mlich aus dem Unternehmen ein offenes System zu Formen, dass �u ere Einfl�sse fr�h erkennt und darauf schnell proaktiv reagiert. Viele Unternehmen mussten bereits schmerzliche Erfahrungen mit fehlgeschlagenem Issue-Management machen, dies f�hrte zu erheblichen Imageverlusten und Gewinneinbr�chen. So geriet beispielsweise 1986 das Unternehmen Elida Gibbs GmbH in das Kreuzfeuer der �ffentlichen Kritik. Die Fernsehmagazin "Monitor" berichtete, dass in dem neu eingef�hrten "Timotei-Haar-Shampoo" krebserregende Mittel nachweisbar seien. Zwar reagierte das Unternehmen umgehend und dementierte den Sachverhalt mit dem Verweis, dass die gesetzlichen Verbraucherschutzregeln eingehalten wurden. Der Schaden konnte allerdings nicht mehr aufgehalten werden und der Umsatz sank in Folge um 40%. Dieses Ereignis f�hrte umgehend zu einer Umstrukturierung, so wurde Umwelt und Verbraucherschutz vollkommen in die Unternehmensstrategie integriert. Nunmehr 17 Jahre nach diesem Vorfall l�sst sich dies noch an den Werbema nahmen und der offenen, wechselseitigen Informationspolitik des Unternehmens erkennen. Vor dem Hintergrund unserer heutigen Mediengesellschaft ist es eine Einladung zu einer Krise, die Themen zu ignorie
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