Due to the strong changes in the social, institutional and business environment, the concepts of corporate reputation and reputational crisis are gaining ever greater significance in modern business. In a reputational crisis situation, when reputation is to a large extent compromised, customers stop buying products, suppliers break business cooperation, and creditors cease to financially support the company, thus questioning the existence of the company itself. Taking into account the above, the question of preventive action on the reputational crisis is raised. Until now, no model has been developed to integrate the internal and external determinants of the anticipative reputational crisis management and investigate their impact on the preservation of both dimensions of reputation, those associated with corporate abilities and those associated with corporate social responsibility. This doctoral dissertation was designed to develop such a model which was empirically tested on a sample of companies from business practice and which also provided important conclusions about the ability to preserve company's reputation. Based on conducted empirical research and obtained results it can be concluded that companies should intensify activities which lead to strenghtening of positive relations with key publics in order to preserve both imensions of the reputation and also implement activities related to detection of early warning signals in order to preserve dimension of the reputation associated to corporate abilities.