Crisis warning signals may be early or late, visible
or hidden, strong or weak, physical or informational.
In the theory of crisis management, there are
generally four types of crisis early warning pattern:
(i) economic crisis may signal business crisis
(economic life cycle); (ii) trade and industry crisis
may signal business crisis (decline progressively;
excessive production); (iii) business crisis may
signal industry crisis; (iv) catastrophic events may
signal business crisis (Gao and Yuan, 2003). This
very generally informs us where we could look for
signals of crises. However, this is first a too general
a theory to guide further implementation, and second
we regard such signals as only rather “strong” (or
late, some are accidental) instead of weak (or early,
non-accidental) indicators of crises. Obviously it
does not provide enough advice. In fact, in the
literature of crisis management, we often find crisis
cases that are usually a gas leak in chemical plant, a
call from media, or similar signals that are already
pretty strong indicators. Of course it is important to
attend to strong signals; but as important we must
also try to attend to weak signals that are early
indicators. But, after all, where else do early warning
signals come from?
To be able to define what are the possible early
warning signs of certain types of crises that an
organization may especially be vulnerable to is
perhaps the most important step in establishing an
early warning system. In Fink’s words, at the pre-
crisis stage, “small, seemingly insignificant warning
signs can signal an impending disaster for those who
know where to look”. One intuitive solution may be
to look at the “sources of crises” for “sources of
early warning signals”. “Sources of crises” may be
external or internal as mentioned above. Inside a
company, “sources of crises” may be from those
directly related to key aspects in business
“operations” and business “management”. On the
“operation” side, crises may be resulted from all
aspects along the supply and demand chain, for
example: decreased sales, deteriorated financial
status, damaged customer/supplier/partner
relationships, core technology failure linked to key
product and services, etc. On the “management”
side, crises may be resulted from poor decisions and
management actions on key operational factors
along the supply-demand chain or any other aspects
of the corporate life, unexpected harmful
consequences in the implementation of certain
decision management structure, mis-managed public
relations, HR/occupational issues, inappropriate
company culture and corporate values, and so on. In
addition to sources of crises as the direct/immediate
“sources of warning signals”, the close causal-effect
relationships among various early warning factors
need also be attended.
To a crisis management team, the physical “sources
of early warning information” often include internal
and external sources such as: (i) externally: media,
police, health department, government, industry
bodies; (ii) internally: public affairs, health/safety,
security, legal, operations departments (Mitroff et al,
1996). As a complement, early warning information
can also be discovered systematically from large
volumes of sales data, financial data, customer
information, supplier information that can be found
from various credible and complementary sources.
For example, average sale revenue (per employee)
compared with a standard value, its percentage
changes, and sale revenue change compared with
profit change, are often the sales indicators of a
crisis situation. When sales revenue is decreasing, it
may signal some risky situations such as the industry
is in recession; the competitor is growing strong;
customers’ indemnity claim increase; customers
change frequently; customers stop increasing; major
products are not welcome on the market; inventory
increases, etc. Looking at the financial figures,
certain degree of shortage in cash flow can cause
crisis situations (e.g. continuous in deficit for 5 years
together with non-improvement in sales or
continuously decreased sales); increased cost, too
much human resource cost, too much equipment
investment, inappropriate large investments resulted
in to much liability. A crisis can also be the result of
dangerous customers and suppliers. Signals of
dangerous customers include for example absent
managers, key manager goes to the hospital,
customer’s customer turn away, etc. (Gao and Yuan,
2003).
Then, how far we should go to look for early
warning signals? The ideal way is of course try to be
vigilant to all possible leaks of warning signals with
a 360˚ radar monitoring system. This is however
often restricted by the resources available. In Mitroff
et al (1996), they established a concept of “crisis
family”, and suggested that any crisis portfolio of an
organization should contain at least one crisis from
each crisis family. It acknowledges that each type of
crisis may be either the cause or the effect of another
type of crisis. An organization that wants to be well
prepared for dealing with possible major crises must
have the capability to handle at least a crisis
portfolio. This to some extent could be a useful
guidance for limiting the scope of warning signal
searching. Another tool that can be applied to help
us roughly prioritize our attention is the framework
of business life cycles.
ICEIS 2005 - ARTIFICIAL INTELLIGENCE AND DECISION SUPPORT SYSTEMS
60