A B S T R A C T KEYWORDS The social crisis like swine flue epidemics can influence on the various groups and organizations in society. The activity and result by the influence can be different according to the kind of social crises and characteristics of organizations. To understand the short-term response of an organization to social crisis, ser-M model has not been used, but in this study, it is shown that the study using ser-M model can be applicable to short-term event and that ser-M model can be one of access methods to social crisis and disaster. In