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The  21st-century business environment requires permanent crisis management. Nowadays, managers seek to  deal with  a  potential crisis effectively, with  minimum losses or  to  avert the potential crisis in the best case. It can be noted that crisis managers must react proactively. Crisis management (CM) can be generally characterised as sets of approaches, measures and methods used in situations where managerial skills are no longer sufficient. The goal is obvious: minimise the impact of the crisis or avoid a potential crisis. The purpose of this paper is a literature review of crisis management approaches and, based on its summarisation, to propose a conceptual model respecting the  proactive features and  variables of  the  crisis management process. The  paper highlights various definitions of  CM approaches by  various academic researchers and  some empirical studies. A total of 98 literature sources have been reviewed for the research contribution. Particular attention is given to proactive models, which were described by many authors. All these models and  approaches are  analysed. The  paper`s findings discuss crisis management process features and proactive aspects in a proposed Proactive Crisis Management Process (PCMP) model.

Crisis Management Process - A Literature Review and a Conceptual Integration